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Form Hotels launches HotOIL, an operations management tool, to boost hotel customer experience and GOP

Smartotels announced the launch of a new operations management tool, HotOIL, which will be integrated by its new lifestyle brand, FORM Hotels. This middleware tool is designed to enhance the customer experience and optimize operational workflow. According to its founders, it will deliver 10% GOP growth to hotels.

This new application system was designed to solve a common problem for today's hotels which are equipped with multiple systems that operate autonomously, creating gaps between service delivery and operations. The operational workflow management and service delivery process was identified as a key issue to enhance customer experience and optimize costs.

To address that issue, the new lifestyle hotel chain FORM Hotels (Smartotels group) developed a new enterprise application system, HotOIL™ (Hotel Operational Intelligence Layer). The business promise of this new "middleware", developed in partnership with international hospitality experts MKG Group, is to boost consumer experience and lift hotels' GOP by 10%.

Tarek M. Daouk, founder and manager of Smartotels, explains his objectives: "At a time when GOP margins are under stress, staying competitive in today’s market is not about being ‘bigger’ or more renowned as a brand; it is about knowing what to offer and how to deliver value to customers. We have introduced a retail operating model into the hospitality space to create a hotel experience befitting today’s novel consumer. HotOIL™ allows FORM Hotel to engage successfully with its hotel guests throughout the customer journey by delivering a captivating user experience both at the hotel and within the guest’s digital space before, during, and after their stay.”

In practice, HotOIL™ fills operational gaps by bridging communication flows between mutually-interacting software applications, enabling data optimization, efficient workflow management, and systems agility using one central interface to pilot both the guest experience and operations. It connects front- and back-end systems, facilitating real-time data generation and allowing hotels to make informed decisions while maintaining cost control and offering a new level of service personalization and efficiency.

Vanguelis Panayotis, Chief Operating Officer of MKG Group, said "Years of research have culminated into the development of HotOIL™, which is embedded with specific and unique algorithm codes. We took a labor-intensive operations model and dissected the service delivery chain allowing for streamlined operational output in a service-oriented architecture (SOA) framework. FORM is a young and vibrant hotel brand that is not afraid to take this game-changing technological leap to remain competitive and to keep pace with the rapidly evolving digitization of the hospitality industry. Adapting to this new market dynamic with this collaborative software positions FORM to be more profitable and able to offer a strong ROI to its stakeholders."

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