TIME Hotels, a luxury hospitality brand from the UAE, is integrating artificial intelligence (AI) and digital transformation to drive its growth plans for 2026. The firm aims to enhance guest experiences and operational scalability while expanding its reach internationally.

The company, managing 17 properties and with plans for an additional 12, is keen on investing in AI technologies to maintain service quality across various markets. According to CEO Mohamed Awadalla, the group sees AI not as a substitute for human touch, but as a tool for better decision-making and guest engagement.

Key Initiatives

In the next five years, the focus will be on achieving comprehensive digitalization throughout the guest experience. This encompasses mobile-friendly, AI-driven self-service options and improved direct booking platforms. Enhanced cybersecurity and data governance are also on the agenda to safeguard guest information.

Automation will enable smoother communications and service personalization, allowing staff to concentrate more on guest relations. The strategy also includes implementing a unified property management system through partnerships with companies like Shiji Group and Amadeus, aimed at improving efficiency and guest engagement.

Awadalla emphasizes that these advancements in technology are vital for achieving growth without sacrificing the personal aspects of service.