Hospitality meets humanity: Reimagining digital guest journey at GM Forum 2025

At the 2025 Hotelier Maldives General Managers (GM) Forum, industry leaders gathered to discuss one of the most transformative forces shaping hospitality today — the digital guest journey. Moderated by Mohamed Shafraz Hafiz, Director of Digital Technology & Marketing at Pulse Hotels & Resorts, the panel titled “Reimagining the Guest Journey: Digital Touchpoints from Booking to Post-Stay” featured an engaging conversation with Heidi Grimwood, Senior Vice President of ELE|NA; Hussain Shahid, General Manager of Noku Maldives, Vignette Collection; and Morten Junior, General Manager of Kurumba Maldives. Together, they explored how digitalisation is reshaping guest engagement, from the first online click to long after check-out, and how the human touch remains at the heart of this evolution.

Opening the discussion, Shafraz noted how “the guest journey is no longer defined only by the physical experience on the island. It begins long before arrival, often with a single click or view, and continues long after departure through memories, reviews, and digital loyalty.” For Morten Junior, who leads one of the Maldives’ pioneering resorts, digitalisation has evolved from a novelty into an operational cornerstone. “It’s become a very effective and crucial tool for all of us,” he said. “We can now contact and engage with the guest at the first touchpoint — something we didn’t have the possibility to do earlier. It’s unthinkable today to be successful without it.” Yet, Morten was quick to caution against overdependence. “We have to remember it’s a tool — an effective one, yes — but it must serve us, not the other way around,” he noted, emphasising that technology should enhance, not overshadow, human interaction.

From a wellness perspective, Heidi Grimwood echoed the same sentiment. “Regardless of what technology has come out, hospitality has to remain people-centric,” she said. At ELE|NA, digital tools are being used to amplify personalisation rather than replace it. By integrating pre-arrival digital questionnaires, guests can complete Ayurvedic or element-based quizzes that help tailor their spa journey before arrival. “Guests love to know more about themselves,” Grimwood explained. “It helps us recommend treatments or wellness activities that truly suit them — and it creates an upselling opportunity without removing human engagement.” The innovation also brings operational efficiency. “If you’re digitalising consultations that take up to 30 minutes, that time can now be used with the guest — which makes both the guest and the GM happier,” she added with a smile.

For Hussain Shahid, the digital guest journey begins the moment a booking is made. “The booking stage is where the relationship actually begins — where emotions and expectations take place,” he said. At Noku Maldives, part of IHG’s Vignette Collection, digital touchpoints are designed to reflect the resort’s brand character — serene, natural, and refined. He described how cinematic imagery, personalised CRM communication, and platforms like Revinate enable a seamless pre-arrival experience. “Guests should almost feel the ocean breeze before they arrive,” he said. “We encourage direct bookings to foster relationships, not just transactions.” Shahid also highlighted the importance of emotional continuity after departure. “The relationship doesn’t end at checkout — it evolves,” he said. Through IHG’s One Rewards programme, returning guests receive personalised messages and offers, but he stressed that loyalty “is not built on points. It’s built on recognition.” Simple gestures — recalling a favourite wine or a handwritten note — are what truly build emotional equity. “That’s when technology has done its job,” he concluded. “Quietly enabling genuine hospitality.”

At Kurumba Maldives, blending legacy with innovation is a continuous balancing act. “Kurumba has been around since 1972, so we treasure our history,” Morten said. “But we’re also embracing the new generation of travellers who expect digital connection at every stage.” He shared how long-time repeat guests — some returning for their 100th stay — are now engaged year-round through WhatsApp and social media. “Technology allows us to stay in touch even with guests of different generations,” he noted. “They bring their children and grandchildren, creating generational loyalty.”

Heidi Grimwood proposed a counter-trend: digital detox as a new form of luxury. “Everywhere you go, people are on their phones — even on the beach or at the table,” she said. “We want to create spaces where families can disconnect, even for an hour.” ELE|NA plans to introduce digital detox hubs at its resorts, encouraging guests to reconnect with themselves and each other. “We should be teaching people to switch off,” she added. “That’s part of wellness — not just massages and treatments, but helping people learn healthier habits.” Morten agreed, noting emerging hospitality trends that reward disconnection. “Some restaurants now give discounts if you don’t bring your mobile phone,” he said. “In the Maldives, we have the perfect setting for people to truly switch off and enjoy real family time.”

Shafraz summarised three key trends likely to shape the Maldivian guest journey in the coming years: hyper-personalisation, leveraging predictive data to craft experiences uniquely aligned with guest preferences; emotional AI, integrating empathy-driven algorithms that understand and respond to guest moods and emotions; and GEO search, as SEO evolves, generative AI will increasingly guide direct, location-specific bookings. “Digitisation is no longer optional,” he reminded the audience. “It’s integral to creating meaningful experiences from booking to beyond departure.” Quoting Winston Churchill, he concluded, “To improve is to change. To be perfect is to change often.”

The panel underscored a simple yet profound truth: technology is transforming hospitality, but it must remain rooted in humanity. From AI-driven pre-arrival personalisation to mindful digital detox initiatives, the future of guest experience in the Maldives lies not in replacing people with machines, but in using digital tools to deepen connection, authenticity, and emotion at every touchpoint.

Launched in 2016, the Hotelier Maldives GM Forum has become a cornerstone event for the country’s tourism industry. Each edition brings together general managers, resort owners, developers, and senior executives to share insights, exchange ideas, and discuss strategies for innovation and collaboration.

The 2025 Forum, held on 13 October 2025 at Kurumba Maldives, once again convened leaders from across the Maldives’ hospitality sector to discuss digital transformation, sustainability, human capital, financing, and long-term competitiveness — reaffirming its role as the premier platform for thought leadership in the industry.

Partners and sponsors of GM Forum 2025 include:

• Dhiraagu – Platinum Partner
• Bank of Maldives – Banking Partner
• Dhivehi Insurance – Gold Sponsor
• Maldives Airports Company Limited – Silver Sponsor
• Villa Hakatha – Silver Sponsor
• Bestbuy Maldives (BBM) – Silver Sponsor
• Manta Air – Aviation Partner
• Male’ Aerated Water Company – Beverage Partner
• Atmosphere Wellness – Wellness Partner
• Alia Investments – Associate Sponsor
• Uniforms Unlimited – Associate Sponsor
• Hotels and Resorts Investment Maldives (HARIM) – Associate Sponsor
• Souvenir Marine – Transport Partner
• Storm Events – Organising Partner
• Lightsout – Associate Partner
• Maldives TV – Media Partner
• Maldives Ocean Plastics Alliance (MOPA) – Sustainability Partner
• Supporting Partners – Navean Maldives, Maldives Insider and Blue n White