Fruugul app. Fruugul app.

Fruugul, a Dubai-based company, has introduced an online software platform for hoteliers to control their own discounts and incentives without it affecting the bottom line.

Fruugul is a free-to-use platform, allowing hoteliers complete control to create and manage their own discounts in one place. The app allows hotels to react to their own business requirements without the need to rely on external discount providers.

The platform allows for the creation of any type of discount; from the standard 'two-for-one' deals to value-add deals. It also gives complete insights into published discounts, allowing the business to see how its discounts are performing, and understand the trends of customers using the discounts.

"Discounting is a way of life in Dubai; it is a competitive market and businesses need a way to react quickly to increase awareness and generate loyalty," said James Becker, founder and managing director of Fruugul.

"We see Fruugul as a way for businesses to discount without it affecting the bottom-line, which is all important in the current economic climate."

Consumers access Fruugul discounts by using the iOS and Android applications. Users gain immediate access to the latest deals and discounts around Dubai by purchasing Fruugul vouchers individually, vouchers start from AED 5 (US$1.36) and can be purchased via credit/debit card or by using virtual Fruugul coins.

Hoteliers wanting to use the service can become a Fruugul merchant easily by registering at the website and requesting to become a merchant.

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