Digitization has always been a priority item on our agenda

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''DIGITIZATION HAS ALWAYS BEEN A PRIORITY ITEM ON OUR AGENDA''

As digitization grows in importance to become a vital need due to the pandemic, it has become essential to utilize technology in our ways of doing business.  With the advances in technology, our daily lives and commerce grow at the global scale, free from the constraints of geographical borders. At this current juncture of technological development, it would not be acceptable for the tourism industry to adhere to conventional norms when it comes to ensuring guest satisfaction. Guests seek to experience the benefits and advantages of technology, and it is crucial that we utilize and integrate technology into processes to ensure guest satisfaction.

As Turkey’s first international hotel chain, Dedeman Hotels & Resorts International has always given priority to digitization in its agenda. We are reviewing all processes on a continuous basis to make better use of resources and technological opportunities with a view to going contactless, which has become even more important during the pandemic, and we are also working on several projects for a better and safer guest experience.

Online check-in and check-out, Next Gen Dedeman Digital Meeting Platform and Dedeman Hotels mobile app are among our priority projects as we also introduce new features to our website to handle the increase in online reservations, aiming to offer our guests a faster and more seamless reservation and inquiry experience.

We are also happy to announce to guests that our meticulously developed Dedeman Mobile application, which aims to enhance guest satisfaction by bringing the hospitality experience to the digital, is days away from being launched. The app has been conceptualized for an entirely contactless hospitality experience, and will serve as a single point of access to the entire range of contactless, efficient and creative solutions of our hotels across 14 cities and three countries. The project is also set to greatly enhance our communication with guests while expanding the scope of our contactless service approach, enabling us to fully accomplish our objectives of fast check-in and contactless check-out.

In addition to the mobile app aimed at guests, we have also launched several applications developed in-house during the pandemic. We make active use our COVID-19 situation reports and Vaccination App, while our automated systems query HES codes twice daily to monitor risk status of our staff.

We are also working on a mobile app for our employees. Soon, our personnel will no longer have to use physical cards to access rooms, and will instead be using a mobile app made for this purpose. The app’s analysis and measurement functions will also inform our HR processes.

We regard technology as a product, and during the pandemic, which expedited digitization across the board, we began to offer a new service to enable business and personal meetings that would otherwise be unfeasible. Our new digital meeting platform is developed for the next generation of meetings, and employs a creative, effective and distinctive service model aimed at event organizers, companies and brands. Our Next Gen Dedeman Digital Meeting Platform offers fast, efficient and creative virtual event solutions at all of our Dedeman hotels, suitable for events and organizations of every size and scope.

These creative event organization solutions enable the platform to take the form of a virtual ballroom or other custom concept upon demand. Dedeman Istanbul features a studio equipped with LED screens and advanced audio, lighting, filming and directing systems for use in real-time presentations in virtual environments. This studio is easily replicated in other Dedeman hotels when needed. On-stage presentations filmed using green-screen technologies are broadcast live over digital channels to guests and employees, who can likewise enter the virtual environment to take part in the presentation. We are able to digitally create any stage imagined, enabling the event organizer to tailor their event’s concept to their liking, regardless of the physical environment. 

In addition to our digital projects to enhance guest satisfaction, we are also improving our own business processes through technology. We are integrating robotics and AI technologies into our existing structure. One such project we are developing involves virtual robots to expedite our business processes and workflows, and we are looking to expand the number of robots by adding more and more business units into the scope of the project.

We are fully aware of the great utility technology will have in business processes in the near future. Driven by our commitment of offering nothing but the best for our guests, Dedeman Hotels & Resorts International will keep abreast of technological advancements to develop new projects focusing on contactless communication and tech investments and featuring AI and robotics to a greater degree.

Serkan Durukan
Dedeman Hotels & Resorts International
Information Technologies Director