How Dubai is leveraging technology to enhance guest experiences

Dubai’s commitment to pushing the boundaries of technology and embracing innovation has been a key factor behind its transformation into a city at the forefront of the global economy.

The city’s long-term wider approach to leveraging the latest advancements not only enhances the experience for residents and visitors but also boosts the economy by attracting more businesses and investors.

Recognising the importance of leveraging technology to shape the future of travel and hospitality, the Dubai Department of Economy and Tourism (DET) has consistently spearheaded initiatives to raise the bar across multiple sectors, while strategies are in place to improve tourism services with new technologies like artificial intelligence (AI) and virtual reality (VR).

DET has also nurtured innovation, entrepreneurship and sustainability to create new pathways for growth, aligned with the goals of the Dubai Economic Agenda, D33, to further consolidate Dubai’s position as a leading global city for business and leisure.

Proactively adapting its offering to align with emerging global trends, and to cater to the diverse demands of residents and international travellers, the city’s tourism and hospitality sectors are utilising innovation to ensure that Dubai continues to elevate standards across the tourism ecosystem – from streamlined visa processes and airport smart gates to hotel check-in via smartphone apps and digital platforms showcasing the best of Dubai’s offerings.

This dynamic approach, combined with Dubai’s commitment to excellence and continuous collaboration between the government and private sectors, has been the catalyst for rapid change across the emirate, with world-class infrastructure and exceptional service at all touchpoints contributing towards enhancing the guest experience.

With global travellers eager for novel experiences, this fusion of innovation allows tourists to seamlessly connect with both traditional and modern elements of the emirate’s diverse offering and has contributed towards further highlighting the emirate’s position as a must-visit destination. Dubai’s growing popularity is evident in the steady growth in visitors – from January to June 2024,  Dubai welcomed 9.31 million international visitors, an increase of 9 per cent compared to the same period in 2023.

Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: “Inspired by the visionary leadership of HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and guided by the objectives of the D33 Agenda, Dubai is committed to advancing with distinctive world-class infrastructure, experiences, and attractions. Dubai’s unwavering dedication to exceeding expectations is demonstrated through the seamless integration of technology into our industry.

This unique synergy of innovation and technological excellence is a testament to our strong commitment to progress and is instrumental in making Dubai the best city to visit, live and work in, aligned with the goals of the D33 Agenda. The emirate continues collaborating with key stakeholders and global partners to spearhead technology-driven tourism, ensuring a future where innovation enriches every visitor’s experience.”

Read Dubai’s tourism triumph: Issam Kazim on the strategy driving Brand Dubai

Five-star services at Dubai’s hotels

Dubai-based Jumeirah Group introduced its ‘Jumeirah Mobile Check-In’ in 2023, an industry-first biometric and digital technology solution that delivers a seamless arrival process. Available across its portfolio of hotels and resorts – including Jumeirah Burj Al Arab, Jumeirah Beach Hotel, and Jumeirah Emirates Towers – guests can receive a digital or physical key, and the service can also customise personalised experiences both on and off the property.

At Atlantis The Royal, one of Dubai’s newest luxury properties, technology is used to enhance the hotel’s wellbeing offering. Its state-of-the-art Awaken Fitness centre is equipped with Technogym, Outrace, a fitness studio for live training, and virtual classes in partnership with LVL Wellbeing.

The hotel also has the AEON Clinic, which offers technology-led regenerative wellness treatments.

Located on Marasi Drive in Business Bay, The Lana is the Dorchester Collection’s first property in the Middle East. Designed by Foster + Partners and with interiors by Gilles & Boissier, the luxury hotel offers 225 rooms and suites and features an architecturally striking central podium – The Lana Promenade – housing retail outlets, restaurants, and an infinity rooftop pool.

The Lana is also home to the first Dior Spa in the UAE, which utilises cutting-edge technology including icoone therapy and micro-abrasion in its treatments.

W Dubai – The Palm, located on Palm Jumeirah, boasts 349 stylish guest rooms and suites with spectacular views of the Arabian Gulf and the city skyline. The hotel uses augmented reality technology, with guests able to scan objects around the property, including sculptures and paintings, and see them come to life with their smartphones.

Each room is also equipped with a mobile app that allows guests to control various aspects of their stay, including room temperature, lighting, and entertainment.

 Tech paves the way for a greener future in Dubai

The emirate’s commitment to sustainability is enhanced by a range of innovative initiatives that support country-wide and global objectives. Developed by DET, the ongoing Dubai Sustainable Tourism (DST) drive provides support for the hospitality industry through various sustainability initiatives.

A key feature of DST is the Carbon Calculator, an electronic tool that has been measuring the carbon footprint of hotels across Dubai since it was launched in 2017. It was revamped in 2023 to track real-time data for carbon emission sources, allowing hotels to identify and effectively manage their energy consumption.

Across Dubai, stakeholders are championing sustainability in hospitality through technological innovations. For instance, NH Collection Dubai The Palm has energy-efficient rooms, an onsite glass bottling plant, and integrates AC condensation into irrigation systems.

Destination Mina Seyahi has partnered with BE WTR to install a fully automated bottling solution that provides local filtered water in reusable, encapsulated glass stainless steel bottles. The innovative filtration system purifies local tap water for use at the W Dubai – Mina Seyahi, Le Meridien Mina Seyahi Beach Resort & Waterpark, and The Westin Dubai Mina Seyahi Beach Resort & Marina.

Andaz Dubai The Palm has also taken sustainability to new heights by utilising advanced agricultural techniques for hydroponic produce through an in-house container farm. This innovative approach not only yields high-quality ingredients but also supports water conservation and reduces transportation-related environmental impact.

Latest tech improves accessibility and inclusivity

As a global leader in modern amenities for People of Determination and inclusive tourism, Dubai ensures ease of access throughout its transportation network, hotels, dining outlets, and attractions.

Stakeholders across the city have utilised the latest technological advancements to equip Dubai’s major landmarks with tools that facilitate mobility, such as ramps, elevators, and designated spaces. Leading the digital transformation, the Roads & Transport Authority (RTA) rolled out a digital parking permit, where People of Determination can apply for free parking online via its website or mobile app. The RTA has also digitised free parking permit services.

AI and VR enhance wedding and visitor experiences

As a leading hub for innovation, Dubai has taken significant steps to accelerate the adoption of artificial intelligence and VR applications across sectors. One of the big trends to emerge from the inaugural Dubai Wedding Symposium in February 2024, organised by DET, was the use of innovation for destination weddings in Dubai. New technologies include using AI for writing vows and creating digital portraits, and VR to create post-wedding VR experiences.

Virtual weddings also continue to be a trend with couples streaming their ceremony live for guests who are unable to attend in person. A session at the symposium focused on the increasing influence of social media on destination weddings. Wedding planners and industry leaders discussed how optimising different digital platforms will help them stay ahead of the latest social media trends and learn how different generations engage with their followers.

The VisitDubai.com website, managed by DET, offers virtual tours of landmarks including Burj Khalifa, Al Fahidi Historical Neighbourhood, Burj Al Arab and the souks by Dubai Creek, while the Visit Dubai mobile app also allows guests to access information about the city’s top attractions, create their itineraries and personalise their experience in Dubai.

Another must-download app is Dubai Calendar, the official listings platform for events in the city, managed by Dubai Festivals and Retail Establishment (DFRE). Dubai Calendar is the city’s go-to guide that allows residents and tourists to discover all the events, festivals and experiences Dubai has to offer.

Another aspect of Dubai’s digital transformation is virtual tours of the city’s major attractions. Allowing anyone to explore Dubai from anywhere in the world, Dubai360 uses state-of-the-art multimedia and VR to create stunning 360-degree panoramas of iconic landmarks. People can take an aerial tour and discover Dubai from the sky, or explore attractions such as shopping malls, hotels, restaurants, and theme parks.

Intelak: nurturing tech startups for tourism excellence

Dubai is further accelerating entrepreneurial growth through the Intelak Hub, a start-up platform dedicated to the travel, tourism, and aviation sectors. Guided by its partners – the Emirates Group, DET, Accenture, Microsoft, Amadeus, and Dubai Airports – Intelak Hub was established to support ideation, early and late-stage start-ups with the foundational structure, coaching, tools and resources needed to develop transformative tourism products and services.

Part of an integrated strategy to establish Dubai as the most sought-after city for innovators, entrepreneurs and investors, as well as a global liveability destination, Intelak Hub takes a holistic approach to nurturing start-ups at all stages.

With accelerator, incubator and idea lab programmes, Intelak Hub is committed to supporting startups with mentorship and opportunities to enable them to grow and scale.

Engaging training courses via the ‘Dubai Way’ platform

Technology and innovation are being utilised to train the next generation of Dubai’s tourism and hospitality workforce. Established by DET, Dubai College of Tourism (DCT) is a world-class vocational college providing students with certificate and diploma courses in tourism, hospitality, events, and culinary arts.

DCT also delivers online training programmes designed for those working within the industry, such as ‘Dubai Way’, for tourist-facing staff in Dubai, and ‘Dubai Expert’, an interactive online training tool for international travel agents. An innovative engagement platform offering courses in sustainable tourism, inclusive service, and accessible tourism, Dubai Way has had more than 70,000 candidates take its training programmes.

As Dubai continues to innovate, it remains a prime example of how technology can be used to enhance the hospitality and tourism industries, making every visit a memorable one and offering a glimpse into the future of hospitality and travel.