TIME Hotels has announced a strategic focus on artificial intelligence (AI) and advanced digital transformation as a key pillar of its growth strategy for 2026, supporting operational scalability, enhancing guest experiences, and advancing its ambitious international expansion pipeline.
With the company continuing to expand across the Middle
East, Africa, and Asia, which includes an existing property portfolio of 17
hotels, and a further 5,000 keys and 12 properties in the pipeline, the group
is investing in AI-powered and data-driven technologies to ensure consistent
service delivery across markets and brands.
Over the next five years, the group is prioritising
end-to-end digitalisation across the entire guest journey, creating a seamless,
connected experience from booking through to departure.
This includes expanding mobile-first, AI-powered, and
self-service capabilities to meet evolving guest expectations, alongside
continued investment in direct booking platforms through enhanced user experience
and smarter conversion tools.
In addition, TIME Hotels is strengthening cybersecurity and
data governance frameworks to safeguard information and maintain trust, while
implementing IoT-driven solutions that improve operational efficiency, optimise
energy management, and support long-term sustainability goals.
Within this framework, AI and data analytics will play a
practical, operations-led role across the TIME Hotels portfolio, delivering
tangible value in several key areas, including real-time guest personalisation,
improved service consistency across multiple hotels, stronger revenue and
distribution decisions, and more effective operational planning.
Automated pre-arrival communications, in-stay notifications,
and post-stay feedback management will help to create a smoother, more
responsive guest journey, while allowing on-property teams to focus on guest interactions
and personalised care.
Mohamed Awadalla, CEO of TIME Hotels, said: “As a midscale
hospitality group operating in multiple markets, the company views AI as a tool
to support stronger decision-making, improve consistency, and deepen guest
engagement, rather than as a replacement for human service. Collectively, these technologies act as
enablers, enhancing operational performance, sharpening commercial strategy,
and ensuring that the guest experience remains intuitive, personalised, and
consistently aligned with the values that define TIME Hotels. As we move into
2026, AI and data analytics will play an increasingly important role in helping
us grow smarter and operate more efficiently across multiple markets. “
The company continues to leverage technology as a driver of its operating model, integrating property management systems, CRM, loyalty platforms, reservations, and guest-facing touchpoints. These initiatives, including partnerships with Shiji Group and Amadeus, have been combined to accelerate growth while underscoring the company's human-first focus.
The partnership with Shiji has seen the introduction of a unified
cloud-based property management system, significantly strengthening operational
control and improving service accuracy across the organisation. The platform
has enabled faster, more efficient check-in and check-out processes,
centralised guest profiles to support more personalised service, and
streamlined back-office functions to reduce operational complexity.
TIME Hotels has further strengthened its digital ecosystem by
implementing Amadeus GMS as its CRM and loyalty solution, enhancing guest
lifecycle management through personalisation and automated, data-driven
engagement across all touchpoints. This is complemented by an upgraded booking
engine and website, designed to deliver an easy-to-use, mobile-optimised direct
booking experience.
“By strengthening data integrity and enhancing our
forecasting, analytics, and reporting capabilities, we have improved
decision-making at both the property and group level. This integration
underpins our long-term strategy to build scalable, standardised, and truly
guest-centric operations, ensuring we can continue to grow across multiple
markets without compromising the quality, consistency, or personal nature of
the experience we deliver,” added Awadalla.
TIME Hotels currently operates 17 hotels throughout the UAE,
Qatar, Saudi Arabia, and Egypt, with over 3,000 keys, with new properties
across Saudi Arabia, Tanzania, Morocco, and the Indian Ocean in the pipeline. -TradeArabia News Service
