Hotel invests £3m in guest management software

Lodging franchise chain Choice Hotels Group is investing £3m in a newly developed "guest relations system".

Lodging franchise chain Choice Hotels Group is investing £3m in a newly developed "guest relations system".

The software package will help to forecast, plan and retain guests, conduct customised marketing campaigns and provide real-time tracking of guests.

The Guest Relationship Optimisation system, developed by software supplier Amateo specifically for the hospitality industry, is designed to improve sales performance and build loyalty schemes to drive repeat business.

Amateo said the system will allow the Choice Hotels Group to forecast, plan and retain guests through comprehensive reporting procedures covering occupancy and sales, using marketing campaign planning and tracking systems.

The company said the combination of reporting tools, tracking software and in-built planning tools will enable the group - responsible for the Sleep Inn, Comfort Inn, Quality and Clarion brands - to forecast business patterns, or "peaks and troughs", more effectively.

"We had been aware for some time that we needed to know more about the behaviour patterns of our customers and their spending," said Peter Cashman, chief operating officer of Choice Hotels Group.

"We wanted a comprehensive central marketing database so we could track our clients effectively, understand our customers and target them with appropriate communication according to their profiles."

Cashman said he was confident the new system would allow the company to get more return from its marketing campaigns by equipping it with a greater knowledge and understanding of its customer base.

The initial Amateo installation is due to go live this week, encompassing 3,000 hotel rooms across the group's four brands in the UK and Ireland.

The remaining 6,000 UK and Ireland rooms will start using the system early next year, followed by the company's other European properties, totalling about 50,000 rooms.

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