Safir Hotels & Resorts (SHR) has responded to consumer demand for efficient, contactless guest communications by partnering with ReviewPro to launch Guest Experience Automation (GEA). GEA is an AI-powered chatbot and messaging solution that automates the complete guest journey from pre-arrival to check-out. All of SHR’s properties will be adopting this new guest communication solution, delivering service excellence, reducing costs, and maximising ROI.

“Traditional modes of communication are rapidly fading in favour of more technologically advanced methods. 2020 has sped up that transition, and we are living in a time when physical interaction is at an all-time low and online connectivity is of ever heightened importance,” said Fawzi Al Musallam, Chief Executive Officer at Safir Hotels & Resorts.

“Recognising the permanence of this shift, we did not hesitate when the opportunity arose for us to take this journey with ReviewPro, who we have been proud to call our technology partner since 2017.”

SHR first considered implementing the technology to meet a market need unique to frequent travellers, millennials and generation Z travellers. Market research conducted by the hospitality management company – and supported by market studies conducted by other hotel brands and third parties – revealed that these guest segments prefer to have less face-to-face contact with hotel staff, desiring instead to communicate via their devices on the messaging channel of their choice. In addition, they expect instant, efficient, and accurate responses to their queries. Now, in the context of the global Covid-19 pandemic and the necessity of minimal contact, all guests have come to share the same expectation – making the implementation of GEA even more important than before.