UK-based hotel technology support solution and marketing company, World Hotel Marketing (WHM), will unveil a new module to their Cloud-based distribution technology for independent hotels at the forthcoming Arabian Travel Mart (ATM) in Dubai. Named as Hotelier360, the latest module based on Business Intelligence and Analytics, will help hotels enhance guest relations and thereby customer engagement to a different level in a completely automated fashion.
The new module will help hotels to understand the spending pattern of the customer during his previous stay in member hotels and offer personalized rates and services.
Giving details of the new module, Rahul Arora, Managing Director, WHM, said that because WHM is Oracle Gold certified, it allows them to drill deep into the data of the customers embedded in the PMS of the hotels. Using Business intelligence and analytics, the module then decipher the exact value of the customer, his preferences, service choice, etc. This is done analyzing the previous stay history of the customer. Such advanced information about the customer helps hotels to engage the customer efficiently in a personalized manner.
“The level of efficiency personalized marketing can bring is lot higher,” he said.
Another major advantage of the new module is social media integration, Arora said. It allows hotels to pull the social media feeds of the customer in a completely automated way so that hotels get to know in advance what kind of social influencer the guest is. This advance intelligence will help hotels to push preferential and tailor-made services to the customer, he informed.
“Our earlier modules where not looking at the Business Intelligence or Analytics side of the customer data. They were just doing the distribution function of taking the rate and pushing it out. However, the new version of Hotelier360 is applying that intelligence based upon the existing hotels previous data. This gives the hotels recommended pricing for a customer in much more personalized manner,” Arora said.
He said that it is the first time Business Intelligence and Distribution function is integrated seamlessly in a fully automated fashion. This creates a level playing field for independent chains and hoteliers that too without being resource heavy, he added.
As a next step, WHM has plans to integrate their Business Intelligence with Google Analytics. Arora said that this will remove “the fear factor” of hoteliers while advertising on Google using paid search.
WHM has about 240 hotels using their technology solutions in India currently, which they want to double over the next one year. “We are also expanding our team in India going forward,” Arora said.