In a world of hyper personalisation, it’s becoming increasingly difficult for hoteliers to keep up with the expectations and demands of their guests. 

Fortunately, The First Group, the Middle East’s leading end-to-end hospitality solutions provider, has a way to keep industry professionals on top of their guest’s requirements – technology. 

Speaking to Rihlat Travel News ahead of their attendance at this year’s Arabian Travel Mart (ATM), Shafraz Nasaar, The First Group’s Senior Vice President of Technology, says cloud-based technologies are a major helping hand when it comes to consistency and personalisation for the guest’s journey. 

He explains that the organisation the guest experience should always be top priority, and advance technology solutions are an asset for delivery. 

“We invest in solutions that enhance convenience, speed, and personalisation,” he explained, “At the same time, we evaluate how tech can streamline back-of-house operations and improve team productivity.”

Read on for our full chat with Mr Nasaar: 

1. What are the biggest operational challenges hotels face today, and how is The First Group using technology to solve them?

Hotels today face the ongoing challenge of delivering both consistency and personalisation across every stage of the guest journey—from booking to check-out. At The First Group, we’ve turned to smart, cloud-based technologies to tackle this.

Our hotels use advanced Customer Relationship Management (CRM) and guest profiling systems to personalise experiences and reduce friction. We also leverage mobile-first solutions to speed up service, handle guest feedback in real time, and minimise wait times.

Internally, we’ve rolled out digital collaboration tools that connect departments like housekeeping, front office, and F&B, allowing for faster coordination and quicker response times. We’ve also replaced legacy systems with scalable digital platforms that support centralised reporting and real-time data insights.

Importantly, we prioritise cybersecurity. Our infrastructure includes multi-layered protections, routine audits, and full compliance with regulations like General Data Protection Regulation (GDPR) —ensuring guest data is always safe.

2. What drives your technology investment decisions, and how do you prioritise them?

Guest experience is our top priority. We invest in solutions that enhance convenience, speed, and personalisation. At the same time, we evaluate how tech can streamline back-of-house operations and improve team productivity.

Scalability is also key. With a multi-branded portfolio, we aim to unify our tech stack across properties, ensuring consistent service while driving efficiency. While upfront costs matter, we focus on long-term value and operational savings.

3. What’s been your most impactful tech investment over the past year? And what’s next?

One major milestone was migrating the Opera Property Management System to a centralised cloud environment via Microsoft Azure. This move significantly reduced our Capital Expenditure (CAPEX) while simplifying system maintenance and boosting security.

We’ve also unified restaurant and Enterprise Resource Planning (ERP) systems using Shiji Infrasys and SunSystems, streamlining operations group-wide. Another innovation was the launch of “DineAround,” allowing guests to redeem meals across our Dubai hotel portfolio—driving both guest satisfaction and F&B revenue.

Looking ahead, we’re advancing our system consolidation efforts, rolling out a dedicated Customer Relationship Management (CRM) for our sales teams, and upgrading our payment platforms to offer more secure, seamless guest transactions.

4. How does mobile technology enhance the TFG guest and staff experience?

Mobile tech is central to our guest experience strategy. We use Progressive Web Apps (PWAs) so guests can quickly access hotel services without downloading an app—maximising speed and convenience.

We’ve also integrated mobile guest requests into our operational systems. This gives staff a unified view of all interactions, helping them respond faster and more effectively.

5. What are the top technology trends shaping hospitality, and how is TFG staying ahead?

Artificial Intelligence is already reshaping the industry, and its influence will only grow. From smart pricing and predictive analytics to hyper-personalised service, AI is powering the future of hospitality.

At The First Group, we foster a culture of innovation—empowering every team member to contribute ideas and adopt new tech. This mindset keeps us agile and ensures we’re continually elevating the guest experience while improving operational excellence.

Arabian Travel Mart 2025 takes place from 28 April to 1 May at the Dubai World Trade Centre. Click here to read more directly from the show’s Director for the Middle East, Danielle Curtis.