The FIRSTLINE hospitality platform officially launched in Dubai in April 2026, introducing a performance-based model that connects guest spending, social influence, and loyalty rewards into a single closed-loop system for premium restaurants and venues.
The platform is backed by Freedom International Group, an Austrian investment firm with USD 2.5 billion in assets under management. The group has committed up to AED 10 million to support the rollout, covering launch activations, content production, ambassador programmes, and marketing initiatives.
How the FIRSTLINE Hospitality Platform Works
FIRSTLINE introduces two core reward mechanisms: VIP Credits and Royalties. Guests earn VIP Credits based on their spending at partner venues, encouraging repeat visits. Royalties, meanwhile, reward guests for referring other diners, turning word-of-mouth into a trackable acquisition channel.
Loyalty funding comes from existing revenue allocation rather than additional cost layers. When rewards are redeemed, they are processed back as revenue within the venue, creating what the company describes as a self-sustaining economic loop. Operators access real-time tracking, automated rewards, and a dedicated CRM dashboard without taking on additional operational work.
SevenRooms Integration and Technical Architecture
A key element of the platform is its direct integration with SevenRooms, a reservation and guest experience system used by many premium hospitality brands globally. This connection allows restaurants to activate FIRSTLINE without disrupting existing reservations, guest data, or daily service operations.
The platform was developed by the Sessia IT development team. Implementation is handled entirely by the FIRSTLINE team, which the company says creates zero operational burden for venue staff.
Target Venues and Early Partners
For its Dubai rollout, FIRSTLINE is targeting between 20 and 25 premium hospitality venues. Five of those are expected to come from Sunset Hospitality Group. Bâoli restaurant became the first venue onboarded onto the platform, marking the start of a wider expansion across Dubai’s premium dining market.
Scott Messiah, Director of Operations at Sunset Hospitality Group, said the platform integrates into a venue’s existing operations while offering a more efficient path to growth. “From repeat visits to increased spend and stronger guest relationships, it gives restaurants a practical model that works commercially and operationally,” Messiah said.
“Hospitality today is no longer just about attracting guests, it is about understanding and amplifying the behaviour that already exists within your clientele. With FIRSTLINE, we are turning private influence into a structured and measurable growth channel, while giving venues full control over how they invest and scale.”
Narek Sirakanyan, CEO, Freedom International Group
Market Context and Expansion Plans
The launch comes as customer acquisition costs in the hospitality sector continue to rise and traditional influencer marketing faces growing scrutiny over measurability. FIRSTLINE positions itself as a performance-driven alternative where marketing spend is tied directly to verified visits and transactions.
Freedom International Group focuses on pharmaceutical, technology, hospitality, and financial services investments. The group said Dubai was selected as the first market due to the city’s strong dining culture and the close relationship between social activity and restaurant visits. The company has not yet confirmed a timeline for expansion beyond the UAE.
The FIRSTLINE app is available for download on the Apple App Store and Google Play.
