Jumeirah

Mobile Hospitality

Hospitality Product Manager

Drove product innovation, execution, and adoption for Jumeirah, Mubadala, and EmiratesNBD, collectively generating £3 million in business.

Hospitality

Challenge

By 2015, mobile-first interactions had fundamentally reshaped customer expectations, especially in the luxury hospitality sector. For brands like Jumeirah, where affluent, on-the-go travellers expected seamless, premium digital experiences, the need for a responsive, fully functional mobile eCommerce solution was paramount. However, Jumeirah’s existing mobile platform was limited, lacking responsive design, transactional functionality, and integration with its loyalty programme.

Key challenges included:

Limited & Non-Responsive Mobile Experience
The current mobile platform offered only basic information and lacked responsive design to support a range of devices and screen sizes. This restricted functionality compromised the user experience, particularly as mobile browsing and bookings surged.
Inability to Capture and Convert Mobile Bookings Effectively
The platform was not designed for direct mobile bookings, limiting transactional capabilities and preventing end-to-end mobile bookings. As mobile usage grew, this gap resulted in lost revenue and missed opportunities to engage mobile-centric customers.
Lack of Loyalty Integration and Personalisation
Without integration with Jumeirah’s loyalty programme, the platform could not offer personalised experiences, exclusive offers, or reward recognition. This gap reduced the potential for customer engagement and loyalty, particularly among high-value, repeat customers.

Response

As Product Manager, Adeeb Khan was appointed by Digitas to architect a transformative mobile experience, leading the product strategy, client relationship management, and delivery of an integrated, responsive eCommerce solution for Jumeirah. The strategy was designed to unify Jumeirah’s digital ecosystem, enhance customer conversion, and align with the brand’s standards of luxury and excellence.

Transformation & Value Creation

A multi-faceted strategy was implemented, focusing on mobile commerce, loyalty integration, data analytics, and omnichannel consistency.

Client Relationship Management
Acted as the primary relationship manager for Jumeirah, EmiratesNBD, and Mubadala, strengthening client partnerships and driving account growth. Delivered tailored digital solutions, establishing Digitas as a go-to partner and securing additional projects, thereby growing revenue.
Global Collaboration & Cross-Functional Alignment
Partnered with Digitas’s local and global teams in strategy, experience design, SEO, social media, data, and technical delivery, creating enhanced user experiences that elevated customer satisfaction.
Sales Journey Optimisation
Led enhancements to Jumeirah’s multilingual online booking journey, optimising conversion paths and streamlining booking processes. These improvements boosted online conversion rates by 20%, delivering a seamless, efficient experience across languages and regions.
Mobile Commerce Transformation
Launched a fully responsive, user-centric mobile eCommerce platform for Jumeirah, transforming the mobile booking journey to meet mobile-first customer expectations. This resulted in a 425% increase in mobile bookings, capturing the rapidly growing mobile segment.
Loyalty Integration and Personalisation
Integrated Jumeirah’s Sirius loyalty programme into the new mobile experience, enabling tailored offers, reward redemption, and exclusive content for loyal customers. This integration deepened engagement with high-value customers, improving retention and loyalty.
Data Analytics & Performance Tracking
Overhauled Google Analytics for Jumeirah’s digital properties, implementing custom dashboards and conversion funnels that enhanced data visibility by 35%. This enabled data-driven decision-making and optimised conversion funnels.
SEO & Social Media Strategy
Executed integrated SEO and social media campaigns for Jumeirah, leveraging unique content and immersive experiences to increase organic traffic by 30% and social engagement by 40%.
Technology-Enabled Experiences
Deployed a robust tech stack, including EpiServer (Optimizely), Oracle Property Management, and front-end technologies (HTML, CSS, JavaScript), delivering scalable, responsive digital experiences that reinforced brand consistency and supported future growth.
Agile Transformation & Process Optimisation
Introduced Agile methodologies into the product development process, organising work into product themes, epics, features, and user stories. This transformation reduced development cycle time by 48% and boosted team productivity by 25%, facilitating iterative improvements and faster time-to-market.

Conclusion

This engagement positioned Jumeirah as a leader in mobile eCommerce within luxury hospitality, establishing an optimised digital experience that catered to the demands of mobile-first travellers. By enhancing product capabilities, leveraging data-driven insights, and aligning with Jumeirah’s premium brand standards, the transformation improved mobile conversions, strengthened customer loyalty, and elevated Jumeirah’s market presence. This scalable digital foundation has equipped Jumeirah to excel in a competitive, digital-first landscape.

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Data & Insights
    • Business Intelligence (BI)
    • Data Analytics & Insights
    • Data Modelling
  • Experience Design
    • A/B Testing
    • Feedback Loops
    • Journey Mapping
    • Persona Development
    • Prototyping & Wireframing
    • Usability Testing
    • User Research
  • Operations & Process Optimisation
    • Agile Methodologies
    • Continuous Improvement
    • Digital & Collaboration Tools
    • Kanban
    • Lean
    • Profit & Loss (P&L)
    • Project Management
    • Resource & Capacity Planning
    • Risk Management
    • Service Delivery & Performance Management
  • Sales & Marketing
    • Account Management
    • Content Marketing
    • Digital Marketing (SEO, Social Media, Email, PPC)
    • Market Research & Analysis
    • Marketing Strategy
  • Strategy & Product Management
    • Competitive Analysis
    • Digital Transformation
    • Innovation
    • OKRs & KPIs
    • Performance Measurement & Analytics
    • Product Feature/Enabler Tree
    • Product Lifecycle Management
    • Product Strategy
    • Release Planning
    • Vendor Management
  • Technology
    • Cloud Infrastructure & Platforms
    • Data Engineering & Big Data Platforms
    • Data Integration
    • DevOps & Continuous Integration/Delivery (CI/CD)
    • Front-End Frameworks
    • Monitoring & Logging
    • Responsive & Adaptive Design
    • Technical Architecture & System Design
Platforms & Systems

Platforms, systems, and technologies involved.

  • Angular
  • Atlassian Confluence
  • Atlassian Jira
  • Microservices
  • Optimizely
  • Oracle Property Management
  • Responsive Design
  • Websites & Content Management Systems