The Department of Government Enablement – Abu Dhabi (DGE), has organised the Hospitality Excellence Forum, bringing together 280 leaders from more than 80 government, semi-government, free zone and private-sector entities to develop and endorse new hospitality standards for Abu Dhabi. The standards aim to establish a shared framework to improve customer experiences across sectors. Participants examined how services are designed and delivered, with a focus on making interactions more intuitive, responsive and people-centred.
The forum explored how hospitality principles can be applied beyond the hospitality industry to improve everyday experiences across key sectors, including healthcare, education, transport, government services and business interactions.
Participants examined 16 priority customer journeys, including airport and rail travel, and visits to theme parks and shopping centres. They mapped each interaction from the customer’s perspective and developed enhanced hospitality standards to create more seamless and memorable experiences. The proposed standards were then presented to chairmen and senior leaders for endorsement, with implementation plans to follow across participating entities. His Excellency Ahmed Tamim Hisham Al Kuttab, Chairman of DGE, said: “Abu Dhabi’s ambition is not only to deliver efficient services, but to create experiences that make people feel valued, understood and supported. Every interaction matters, whether someone is accessing healthcare, starting a business or completing a government transaction, and our goal is to make those moments simpler, more personal and more responsive to their needs.
“This is how we strengthen trust, improve quality of life and ensure government services continue to evolve around the people they serve.”
Inspired by Unreasonable Hospitality, the customer service philosophy and book by entrepreneur Will Guidara, participants defined what exceptional service means within their organisations and developed practical hospitality standards to embed these principles into customer journeys and service delivery.
His Excellency Saeed Al Mulla, Director General of Customer Experience Affairs at DGE, said: “People do not compare government services only with other government services. They compare every interaction with the best experiences they have anywhere. By bringing leaders together across sectors, we are creating a common vision for exceptional customer experience in Abu Dhabi.
“The real outcome of this forum will be seen in the daily experiences of citizens, residents, businesses and visitors, through services that are easier to use, more proactive and designed around their needs.”
The forum supports Abu Dhabi’s ongoing efforts to elevate customer experience across sectors by embedding hospitality principles into everyday interactions and service delivery.
