Consistently leading with one of the highest Online Reputation Index (ORI) scores in Dubai, Rove Hotels don’t just stand out, they redefine the guest experience with a purpose-driven mindset. Their bold uniqueness isn’t just seen; it’s felt.
BY FULLY EMBRACING AND SHOWCASING THIS TO EVERY GUEST, THEY HAVE BECOME TRUE GAME CHANGERS.
transforming
hospitality through
experience-driven leadership
Redefining Hospitality for a New Generation of Travellers
Rove Hotels is an award-winning lifestyle hotel brand that caters to modern travellers looking for affordable luxury, seamless experiences, and deep cultural connections. With 10 properties and 6,000 hotel rooms and branded ” residences open and under development”, Rove Hotels is more than just a place to stay; it’s a community where guests, or “Rovers,” feel inspired, connected, and at home.
However, with the evolving landscape of hospitality and tourism, the challenge was clear:
- Travellers, especially millennials and Gen Z, prioritise experiences over material luxury.
- Traditional hospitality models focused on products rather than emotional engagement.
- The market demanded authenticity, human connections, and a purpose-driven guest experience.
Rove Hotels partnered with Start Reverse to revolutionise its brand experience, ensuring every touchpoint aligned with its mission of fostering connection, excitement, and exploration
reverse
approach
Challenge: Moving BeyonD the Traditional Hotel Experience
The goal was not just to improve physical spaces but to transform the guest experience through:
✅ A purpose-driven brand strategy focused on creating meaningful moments.
✅ EPIC leadership development to empower Rovesters (Rove’s team members) to deliver authentic hospitality.
✅ A holistic culture shift, ensuring consistency in guest interactions, brand identity, and employee engagement.
hospitality through experience-driven leadership
WE BRING IT TO LIFE
Start Reverse introduced a structured approach—The Blueprint—to define Rove Hotels’ purpose, identity, values, and behaviours. This framework enabled:
✅ Stronger Brand Identity – Aligning every guest touchpoint with Rove’s mission.
✅ Engaged Rovesters – Empowering employees to deliver exceptional service through culture-driven facilitations.
✅ Seamless Guest Experience – Shifting from transactional interactions to memorable, emotionally engaging moments.
✅ Data-Driven Results – Measuring impact through guest satisfaction (NPS), employee engagement (eNPS), and online reputation (ORI).
the power of an experience-driven strategy
The results of our partnership and the amazing work of Rove’s team and leadership.
✅ Culture Transformation & Facilitations AKA Trainings
- Over 100 ROVEPRINT training sessions have been conducted since 2016.
- Leadership and operational teams were activated (trained) to embody the brand DNA.
- Continuous learning programs for Rovesters to deliver authentic guest experiences.
✅ Measurable Success in Guest & Employee Satisfaction
- 74 NPS (Net Promoter Score) in 2024, showcasing exceptional guest loyalty.
- 67 eNPS (Employee Net Promoter Score) over three years, reflecting high team engagement.
- 94.7% Global Review Index (GRI) from 168,000+ guest reviews over three years, exceeding not only Mid-scale but also Luxury Segment industry benchmarks.
✅ Industry Recognition & Competitive Edge
- 50+ industry awards, including “Hotel Team of the Year”
- Featured in top global publications: Deezen UK, Sleeper UK.
- Setting a new industry standard in affordable luxury and customer-centric hospitality
how Rove Hotels & Start Reverse set a new benchmark
✔️ Experience Over Product – Hospitality is not merely about the room, standards or facilities; it’s about the emotional impact.
✔️ Empowered Teams Drive Success – Rovesters are the heart of the brand, delivering authentic experiences.
✔️ Purpose-Driven Leadership Transforms Brands – A well-defined blueprint creates consistency and impact.
✔️ Guest Satisfaction & Brand Reputation are Linked – Culture-led experiential facilitation/training leads to exceptional service and reviews.
Rove Hotels and Start Reverse have set a new industry standard by proving that an experience-driven, culture-first approach is the future of hospitality.
As Dubai’s tourism industry grows, Rove Hotels remains at the forefront, offering not just stays, but memorable, inspiring journeys.
Looking to transform your hospitality brand?
Want to build a purpose-driven customer experience?
Partner with Start Reverse to craft an unforgettable brand experience.
Contact us today to start your journey.
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