Freedom International Group has launched FIRSTLINE in Dubai as a new hospitality technology platform designed to convert guest engagement and social influence into measurable business growth for high-end restaurants.
Built around a performance-based model, it allows venues to invest only when actual visits and revenue are generated, addressing rising customer acquisition costs and the inefficiencies of traditional influencer marketing.
The platform acts as a next-generation loyalty and visibility layer, integrating seamlessly with existing systems like SevenRooms to track guest behaviour, spending, and rewards without disrupting operations.
Its closed-loop ecosystem ensures that loyalty rewards are funded through existing revenue and recycled back into the business, creating a self-sustaining model.
Backed by Freedom International Group and developed by Sessia IT, FIRSTLINE combines advanced technology with a commercially driven approach tailored to modern hospitality needs. It introduces two reward systems: VIP Credits for repeat visits and Royalties for incentivising word-of-mouth referrals.
Targeting a curated group of premium venues, including partners like Sunset Hospitality Group, the platform has already onboarded Bâoli. With significant investment and a focus on quality over scale, FIRSTLINE aims to become a powerful growth engine in the UAE’s evolving dining scene.
Speaking about the launch, Narek Sirakanyan, CEO of Freedom International Group, said: “Hospitality today is no longer just about attracting guests, it is about understanding and amplifying the behaviour that already exists within your clientele. With FIRSTLINE, we are turning private influence into a structured and measurable growth channel, while giving venues full control over how they invest and scale. What makes this especially powerful is that we are not entering the market as a passive platform. We are backing operators with significant investment across launch support, high impact activations, premium content and sustained visibility initiatives designed to create real traction, real demand and real commercial momentum. Dubai is the ideal market for this, where dining and social connection are deeply intertwined.”
Scott Messiah, Director of Operations, Sunset Hospitality Group, added: “FIRSTLINE is built with operators, for operators. It has been designed to integrate seamlessly into the existing rhythm of a venue while creating a more efficient and sustainable path to growth. From repeat visits to increased spend and stronger guest relationships, it gives restaurants a practical model that works commercially and operationally.” -TradeArabia News Service
