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Hilton launches OnQ system in Middle East and Africa

OnQ integrates multiple capabilities onto one platform and aims to improve customer loyalty.

OnQ (pronounced 'On Cue'), an integrated suite of tools that provides guest information to team members on demand, was launched for the first time in the region at Hilton Fujairah Resort in the UAE and the Hilton Hurghada Resort in Egypt.

All forty four existing Hilton Family of Hotels in MEA, and any new additions, will migrate to this technology by the end of 2009.

OnQ is designed to facilitate hotel operators improve guest recognition at check-in and provide enhanced levels of service. It integrates all the primary functions of a hotel, including front office, housekeeping, accounting, finance, human resources, night audit, groups and packages, revenue management, as well as forecast management.

Waseem Farouk, senior director of IT for Hilton Hotels, Middle East & Africa, said: "The multi-purpose platform will help us respond decisively to current market conditions and make informed business decisions based on the revenue maximization tools built into the system."

"OnQ technology provides information to team members on demand - prompting them to act 'on cue' to guest preferences and service recovery alerts - delighting customers and helping establish a bond of loyalty to our brands," Farouk commented.

A 'Guest Profile Manager' will be created for frequent guests. This includes HHonors members and guests who have stayed with the Hilton Family of Hotels approximately four times in the past year.

The data, combined with guest stay history, enables front desk team members to recognize guests at check-in and provide personalized services including delivering the guest's top four preferences, accessing real-time information about an HHonors member's reward status and changing a future reservation from the hotel in which a guest is currently staying.

Hilton is the only major hospitality brand that has successfully launched such an advanced proprietary system utilizing a single, common technology platform across all brands.

"We anticipate greater return intent on the part of our loyal guests, increased market share, and higher profitability year-on-year for our hotels following the implementation of the OnQ system," Farouk added.

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