TIME Hotels is set to implement an AI-driven approach in its operations as part of its 2026 strategy, focusing on scaling its business, improving guest experiences, and supporting expansion plans in the Asia, Middle East, and Africa (MENA) region, reported Zawya.
The group currently manages 17 hotels and plans to add 5,000 keys and 12 properties.
TIME Hotels will focus on end-to-end digitalisation of the guest journey during the next five years.
Initiatives include the expansion of mobile-first, AI-driven, and self-service capabilities to address evolving expectations of the guests.
The company is also investing in direct booking platforms with improved user experiences.
To reinforce its digital foundation, TIME Hotels is advancing cybersecurity and data governance while deploying IoT-driven solutions to support sustainability objectives, boost operational efficiency, and optimise energy management.
The group intends to utilise data analytics and AI for real-time guest personalisation and consistent service delivery across markets.
Automated communications such as pre-arrival messages, in-stay updates, and post-stay feedback will streamline the guest experience.
TIME Hotels CEO Mohamed Awadalla 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.”
TIME Hotels continues integrating technology into its operating model through customer relationship management (CRM), loyalty platforms, property management systems, guest-facing touchpoints, and reservations.
These initiatives include collaborations with Shiji Group and Amadeus, which have contributed to operational development while maintaining a focus on guest interactions.
The collaboration with Shiji introduced a cloud-based property management system that has enhanced operational control, quicker check-ins and check-outs, service accuracy, centralisation of guest profiles for personalisation, and streamlined back-office tasks.
The adoption of the Amadeus guest management system (GMS) as its CRM and loyalty solution has improved guest lifecycle management via personalisation and automated engagement at every touchpoint.
In February 2024, TIME Hotels expanded its portfolio with the opening of TIME Ruba Hotel & Suites in Makkah, Saudi Arabia.
