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Miral Destinations redefines luxury CX in destination hospitality

Miral Destinations
Travel and Hospitality
Abu Dhabi, UAE
of chat-based interactions managed with AI chatbot
brand communities managed across social platforms
consolidated social report per brand

The Challenge

Miral Destinations, a leader in luxury entertainment and travel, is renowned for its exceptional guest experiences across Yas Island and Saadiyat Island in Abu Dhabi.

Recognizing the need to adapt to evolving customer expectations, the company aimed to enhance customer engagement and service delivery while streamlining its technology stack. By consolidating social media management, community engagement and proactive outreach, Miral sought to ensure consistent service quality and improve efficiency.

“We’re constantly looking for ways to improve the customer journey across our destinations,” explains Fergus Bugg, Senior Vice President of Guest Experience. He and his team wanted a technology solution that would allow it to optimize its guest experience strategy while empowering its concierge teams to provide even faster service.

The Solution

Miral Destinations implemented Sprinklr’s unified customer experience management (Unified-CXM) platform, harnessing the power of its comprehensive suite of products to revolutionize social media management and customer engagement across their destinations.

The ability to manage accounts directly with Sprinklr, rather than multiple third-party tools, gives us the opportunity to build a clearer roadmap for our teams.

Headshot Fergus Bugg
Fergus Bugg,
Senior Vice President of Guest Experience
, Miral Destinations

The company’s community management and marketing teams now work from one unified platform to publish, engage and report out on social media activity. And soon, Sprinklr’s AI-powered contact center as a service (CCaaS) solution will power the company’s omnichannel customer service operation from the same platform.

Enhanced engagement and brand visibility

Sprinklr Social, the cornerstone of their strategy, empowers Miral's team of dedicated community managers to engage its audience and manage conversations on social channels across their diverse portfolio of brands. With a user-friendly interface and robust functionality, Sprinklr Social enables a personalized and responsive approach to online interactions. This plays a pivotal role in fostering positive relationships with guests and prospective visitors by facilitating timely responses and personalized engagements.

"Sprinklr is so easy to use," says Bugg. "The simplicity makes a huge difference when we have multiple brands each of which have at least X, Instagram and Facebook to manage."

Powering proactive engagement and crisis management

With Sprinklr, Miral Destinations adopts a proactive stance towards social media engagement and crisis management. Leveraging AI-powered Sprinklr Insights, the community management team can seamlessly engage with guests and prospective visitors in conversations across social channels, even without direct tags. This proactive approach ensures that Miral maintains a strong online presence and fosters positive relationships with its audience. The team leverages Sprinklr’ unified platform to route conversations requiring follow-up to the Yas and Saadiyat Concierge teams, ensuring prompt and personalized responses to guest inquiries and concerns.

Sprinklr Insights also equips Miral for proactive crisis management. By monitoring social media conversations and trends in real-time, Miral can swiftly identify and address potential issues, safeguarding its brand reputation and maintaining guest satisfaction. This proactive approach not only allows Miral to effectively manage its online presence but also ensures that every customer receives the assistance they need, enhancing overall guest experiences.  

Bringing customer marketing journey management in-house

The Miral Destinations marketing team manages publishing across multiple social media channels and brands under the larger Miral umbrella. By centralizing scheduling, posting and monitoring, the team ensures tailored and strategic content across social media channels. Sprinklr Marketing also helps the team to simplify ad campaign management, from planning and creation to launch and analysis. By consolidating marketing campaign data in one place, the company can quickly generate brand-specific reports based on customer engagement information to inform future campaign strategies.

Additionally, unified reporting capabilities provide Miral Destinations with brand-specific reports that synchronize data from various sources, including listening, ads, and organic content, into a single comprehensive report per brand. This feature allows Miral Destinations and their agencies to access consolidated insights, enabling informed decision-making and strategic planning.

Future-proofing customer support

Miral Destinations already uses Sprinklr Service to efficiently manage customer inquiries on social channels. Today, social care agents work from Sprinklr’s unified Care Console, using features like Smart Assist, to ensure a quick, seamless customer service experience across Miral’s brands.

To further enhance the guest experience, Miral is implementing Sprinklr's full CCaaS solution. This will enable it to streamline communication channels, integrating email, voice and chat solutions with generative AI capabilities.

“We have been using multiple vendors across voice, chat and email, so when Sprinklr launched CCaaS, we saw a chance to simplify by replacing multiple solutions with one unified customer experience management platform,” says Bugg. Upon completion, Miral will have onboarded 18 brands and more than 40 chatbots utilizing Sprinklr's advanced AI capabilities, marking a significant advancement in their customer service strategy.

The Outcome

Miral Destinations has embarked on a digital transformative journey marked by operational efficiency, enhanced brand engagement and informed decision-making.

At Miral Destinations, we’re always pushing the boundaries to redefine guest experiences. Partnering with Sprinklr isn’t just about optimizing communication; it’s about curating immersive journeys that captivate and delight at every step.

Headshot Liam Findlay
Liam Findlay,
, Miral Destinations

By embracing opportunities for innovation and growth, the company has emerged as a leader in the leisure and entertainment industry, setting new standards for customer experience excellence.

  • Expanding brand engagement: Miral Destinations uses Sprinklr's unified platform to manage 18 brand communities across various social platforms, seizing the opportunity to strengthen brand engagement and foster meaningful connections with customers. By centralizing social media management, it has unlocked new avenues for proactive engagement, effectively nurturing brand loyalty and amplifying positive brand sentiment across digital channels.
  • Empowering data-driven decisions: Through Sprinklr's robust reporting capabilities, Miral Destinations has gained actionable insights into social media performance. With one consolidated social report per brand, Miral Destinations empowers stakeholders to make data-driven decisions, identify emerging trends, and optimize social media strategies for maximum impact. This informed approach facilitates continuous improvement and ensured alignment with overarching business objectives.
  • World-class customer service: Miral Destinations is revolutionizing its customer support operations by implementing Sprinklr's comprehensive CCaaS solution. By integrating email, voice, and chat solutions with advanced AI capabilities, the company is poised to streamline communication channels and elevate the guest experience to new heights. Building on their successful adoption of Sprinklr's AI chatbot technology, it has already made remarkable strides in enhancing customer service efficiency. With 66% of chat-based interactions seamlessly managed by AI chatbots, routine inquiries are swiftly addressed, freeing up valuable human resources for more personalized interactions. This forward-thinking approach not only optimizes resource allocation but also empowers human agents to focus on high-value interactions, reinforcing Miral's reputation for exceptional customer service.