The flagship brand of Smartotels Hospitality LLC, FORM Hotel is integrating an advanced proprietary enterprise application system - HotOIL™ (Hotel Operational Intelligence Layer) designed and developed by Smartotels with MKG Group.

Smartotels founder and managing partner Tarek M. Daouk explains: "The hospitality
industry is at a turning point
. At a time when GOP margins are under stress, s
taying competitive in today
s market is not about being
or more renowned as a brand; it is about knowing what to
offer and how to deliver value to customers.
We have introduced a retail operating model into the hospitality space to create a hotel experience befitting today
s novel consumer.

allows FORM
engage successfully with its hotel guests
throughout the customer journey
by delivering a captivating user experience bo
th at the hotel and within the guest
digital space before, during, and after their stay

FORM will use HotOIL™ integrating high-value operations workflow algorithms enabling data-driven decisions to deliver on its promise of efficiency to guests and ROI to investors; by boosting Gross Operating Profit (GOP) by up to 10%.

Gaps between service delivery and operations occur because hotels are typically equipped with multiple systems that operate autonomously. HotOIL™ is a system that fills these operational gaps by bridging communication flows between mutually-interacting software applications enabling data optimization, efficient workflow management, and systems agility using one central interface to pilot both the guest experience and operations.

Leading international hospitality experts, Vanguelis Panayotis, Chief Operating Officer of MKG Group added: "
Years of research has culminated into
the development of

, which is
embedded with
specific and unique algorithm code
took a labor-
model and dissect
the service delivery chain allowing for streamlined operational output
in a service-oriented architecture
(SOA) framework.
a young and vibrant hotel brand FORM is not
afraid to take this game-changing
technological leap to remain competitive and to keep pace with the rapidly evolving digitization of the hospitality industry.
dapting to this new market dynamic
this collaborative software
to be more profitable and able to offer a strong ROI
to its stakeholders

Daouk concluded: "
There is room for new brands competing in
our industry
if you understand what the foundational changes are.
Hospitality is not only an art,
it is also a science.
Technology innovation
will soon become the new standard where mak
data-driven decisions is
no long
nice to have
rather a necessity.
With HotOIL™
FORM is empowered to compete favorably and address the next generation of consumer ideals and service expectations.

FORM Hotel, the flagship brand of Smartotels, recently launched in the UAE promising novel consumers 'everything they value, nothing they don't'. A pioneering 'concept hotel' brand, the hotel will offer business and leisure travelers accessible premium hotel fundamentals with the flexibility of add-on service and amenity features in a technologically-advanced, design-forward and socially-responsible environment.

About FORM Hotel:

FORM Hotel ("FORM") is the flagship brand of Smartotels Hospitality International LLC. Its offering is based on a unique retail operating model that empowers guests to customize their own stay by choosing the services and amenities that they value and desire from their hotel experience. Attracting the value-driven and hyper-connected business and leisure consumer, the hotel delivers on five key value propositions including a superior-quality luxury bed, an invigorating shower experience, seamless technology, free high-speed Wi-Fi, and a premium breakfast. FORM aims to provide a bespoke hotel experience that is designed by its guests and delivered by specialists.

Under development by Dubai Contracting Company (DCC), a prominent UAE-based contracting and development firm and Paris-based architecture firm, Architecture Studio, FORM Hotel Dubai is being created with inimitable timeless design elements. The 143-room property is situated proximate the newly extended Dubai creek in Al Jaddaf, a locality rooted in tradition and evolving with the urban landscape of Dubai. FORM Hotel Dubai will have direct access to Sheikh Zayed Road to the North, Al Khail Road to the South, and Oud Metha Road to the West, all three of Dubai's most prominent throughways.

Smartotels Hospitality International LLC (Smartotels), is a UAE-based world-class hotel real estate investment and full-service hospitality and asset management firm that provides a broad range of management services with a focus on developing and operating hotels under its unique proprietary hotel brands. Smartotels Hospitality International is currently focused on the UAE with an active pipeline of purpose-built assets and plans to grow its portfolio of lodging brands to 25 properties by 2026, through a combination of management contracts, franchise agreements, property leases and hybrid contracts.

FORM Hotel Dubai is expected to be completed in the first quarter of 2018.

For more information, please visit: and

About MKG Group:

MKG Group is a European-based company, created 30 years ago. Specialized in the tourism industry, MKG Group is currently the undisputed leader in marketing studies for the European hotel and tourism market with offices in Paris, Berlin, London and Athens. Our team of experts is fully capable and equipped to develop studies and customized operational marketing solutions, providing a high level of reactivity, transparency, and respect for our commitments.