CX Awards Winners 2024: Travel & Hospitality

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FIVE Holdings

For UGC and engagement with a millennial audience 

FIVE Holdings is a vertically integrated group including three UAE hotels, FIVE Palm Jumeirah, FIVE Jumeirah Village, and FIVE LUXE, FIVE Zurich in Switzerland, 2 hotels in Spain, Destino Five Ibiza and El Hotel Pacha, Pacha Ibiza nightclub, 2 eponymous Fashion Lines, FIVE MODE and The Pacha Collection; and a range of assets including Toy Room and WooMoon Storytellers (Globally).

Data and content is at the center of its customer experience strategy. This includes a suite of tools aimed at capturing and acting on data in relation to complaints and compliments.

The business relies on tools like Hotlync which logs guest complaints, ensuring timely resolutions, while ReviewPro analyzes feedback to improve services. Seven Rooms focuses on F&B satisfaction, and monthly Quality Meetings help evaluate Global Review Index (GRI) scores.

This data is used to measure success and find areas of improvement. FIVE Holdings’ digital strategy prioritizes understanding user experience, using various ad platforms and analytical tools such as Google Analytics, Meta and Google Ads to refine customer engagement. This approach enables FIVE Hotels and Resorts to deliver personalized experiences and foster meaningful connections with guests.

The measurement focus works both ways, and customers are encouraged to share their experiences with the group.

In fact, 50% of bookings are driven through proprietary platforms, backed by strong customer satisfaction ratings of 9.1-9.4/10 on Booking.com across its UAE properties. A 37% repeat guest rate from July 2023 to August 2024 underscores its strong appeal.

Targeting Millennials and Gen Z, FIVE has over 1.7 million active followers. The Pacha Group saw an 81% increase in Instagram followers and 184 million digital ad views from April to October 2024. Search activity grew by 80%, driving a 50% revenue increase (January – October 2024).

To cater to younger, more woke audiences, FIVE also focuses on its sustainability narrative. FIVE Holdings holds the world’s highest ESG ‘A’ rating from ISS (ahead of Apple, Microsoft and Tesla). Its Dubai hotels have a carbon footprint 5x lower than the average luxury resort and are 100% solar powered. Committed to local sourcing, plastic-free amenities, and wastewater recovery, FIVE Holding’s Dubai and Zurich properties are LEED Platinum certified.  

FIVE Palm Jumeirah stands at a 94.3% GRI score, FIVE Jumeirah Village 93%, FIVE LUXE 92.9%, and FIVE Zurich 83.3%, with an overall group average of 90.7%, ranking second among competitors.