Guest experience platform IRIS announces investment in Middle East

It follows growth in demand for digital ordering across hospitality sector

IRIS, a leader in digital ordering for the hospitality industry, has revealed it will be investing in its expansion in the Middle East. 

The announcement follows significant growth in its client base, as an increasing number of hoteliers across the region report a preference for mobile ordering from guests, enabling them to increase F&B revenue and enhance the digital experience they offer. 

The investment will deliver the introduction of new features and also includes the company’s attendance at the Hotel Revolution Summit in Dubai on May 21.

Now live in 10 states, IRIS has grown its client base by 33% since launching its mobile ordering and digital guest directory platform in the Middle East. 

IRIS is deployed at a number of hotels in global chains Four Seasons, Marriott and Mandarin Oriental as well as smaller, luxury hospitality groups based in the region. 

All report marked increases in F&B revenues of between 20% - 40% on average. 

Globally and across the Middle East the demand for, and capability of, mobile ordering has seen unprecedented growth. 

Commenting on their plans for growth across the Middle East, Graham Rushin, VP sales and marketing of IRIS, said: “It is a hugely exciting time for the hospitality industry across the Middle East particularly against the backdrop of the Saudi Vision 2030 programme, with brands and management companies continuing to invest. 

"Likewise, the pipeline outlook for future development is extremely positive. As both a business and leisure destination it continues to be one of the key locations for operators when developing their own growth strategies," he said.

“We are committed to supporting our clients across the region in realising their ambitions for growth. This means continuing to invest in our own R&D and ensuring our portfolio is ready and available to equip them with the full complement of mobile ordering solutions to enable them to drive spend, develop new revenue streams and leverage efficiencies throughout their properties. 

He added: "The Middle East is a key focus for our own growth plans and we look forward to becoming the partner of choice for more guest-centric, mobile-first operators in the future.”

Kennedy K. Mutinda, in room dining and studio manager of W Dubai Mina Seyahi, a hotel which is a long-standing IRIS client, said: “Guests value efficiency and convenience so they appreciate being able to order food and beverages (and access information) in just a few clicks, without the need to wait in line or interact with staff directly. 

"The IRIS mobile dining and guest directory app works perfectly for our guests, most of whom are international, who prefer ordering and communicating with us online, rather than over the phone. 

"This enhanced visibility of menu items and seamless ordering process has attributed to a significant boost in guest spend and revenue which we envisage will continue to rise.”

In response to the increasing demand for mobile ordering, IRIS has recently invested in the development of new products and features across its portfolio. 

These are now available to Middle East hospitality clients to enable them to both maximise demand from guests and free up staff time with more automated operations. 

It includes new functionality and a new user interface within the back end of its web app to enable operators to update menu and guest directory items more efficiently on one dashboard. 

In addition, new Order Again, Open Tab and Related Items features have been added.