Offering hoteliers the convenience of one fully integrated solution from one vendor to satisfy all of their IT needs is the main aim of the next generation of software providers and of huge benefit to hoteliers.
Being a specialist in just one element of a hotel’s operational IT systems is no longer the most viable option in the hospitality sector. Companies are now focussing on supplying a ‘one-stop’, multi-functional solution that delivers all of a hotel’s property management, distribution and digital marketing requirements in one fully integrated package.
With technology advancing every day to meet the needs of today’s traveller, it is no surprise that hoteliers are drawn to more streamlined systems to increase revenue, reduce operational costs and drive profit margins.
Along with cloud technology, fully integrated systems can revolutionise the way businesses operate. They can improve efficiency by saving resources and driving productivity which delivers the added bonus of giving the staff more time to attend to guest needs.
One integrated solution, that encompasses property management, online booking modules, channel distribution and PCI compliancy, can reduce costs and resources with streamlined processes and increased automation, all facilitated in real-time. It’s of paramount importance that a hotel’s PMS software is fully integrated into the distribution, online booking and central reservation platforms to enable hoteliers achieve maximum occupancy at the most profitable rate.
Having an integrated solution that can operate and act as the nucleus of your property’s operations offers endless benefits. Real-time connectivity allows changes in rates, bookings and availability are updated across all channels instantaneously. Not only do these automated processes streamline operations and drastically reduce operational costs, it also eliminates the need for staff to carry out somewhat time-consuming and mundane daily tasks. They also allow hotels to sell down to the last room and reduce manual keying-in errors and double bookings – errors that could potentially lead to more financial penalties and guest inconvenience.
Accurate automation frees up time to be utilised elsewhere within the business and improves the customer experience too. Bookings that are received from various sources update all platforms and enables the hotel to confirm and communicate to their guest by email automatically. The systems can also store guest profiles and collate important data on them to market to guests pre, during and post stay either via their own PMS or by integrating with a third party email provider. This not only provides a better service to their guest, it can also drive brand loyalty, direct bookings and online reviews.
In such a competitive market place hoteliers need to be able to act (and react) instantly to any situation – whether it be a last minute rate change, notice of a local event that would impact their bookings or confirmation of a special offer.
Hoteliers need the ability for any changes they make to be reflected instantly across all platforms in real time and not have to wait up to a day for amends to take effect. Cloud hosted systems allow this – a major benefit over legacy server based systems.
A long lasting relationship with one trusted partner who can offer in depth knowledge of the sector and provide a system that delivers on their bespoke needs is an appealing option to hoteliers. Having one point of contact for all your technology systems provides accountability and reassurance as the hoteliers need only deal with one supplier to resolve challenges or provide solutions to isolated incidents.
No longer is it necessary to have four or five different providers to ensure a properties technology needs are met. Vendors can consolidate all of a hotel’s needs into one simple solution and build strong and lasting relationships with their clients based on delivering a first class customer service – from the initial demonstration, through to project managing the installation and ongoing support and assistance after the system has gone live.
About the author
Phil Davidson is the CEO of Guestline, a specialist in fully integrated, cloud based systems for the hospitality sector. Their property management, channel distribution and digital marketing solutions equip property owners and operators with the tools to streamline management processes, drive occupancy and reduce operational costs. Their solutions are installed in hotel groups, independents, serviced apartments and pub companies in over 20 countries across 5 continents, enabling owners and operators to increase revenue and profitability whilst delivering a demonstrable return on their IT investment.
Phil started his career with Thomas Cook, being the youngest manager on the management trainee programme at that time he quickly realised that information technology was the way forward, even in those early days. Phil was rewarded for his success with a move to a FTSE 100 company and was parachuted into various acquisitions, primarily to realign the sales and marketing functions. Following a move into hospitality solutions, Phil joined the Board of an AIM listed company where he became MD of a division with diverse product portfolios in hospitality vertical markets; including Cinema Ticketing, Hotel Management and CRM solutions with prime locations worldwide.
Phil joined Guestline, taking an equity stake in the company, in 2008 and has been instrumental in the worldwide expansion and success of Guestline to date. Over the past 3 years, the company has grown at 48% year on year and has opened a new Asia-Pacific division in Bangkok. In 2016, Phil took the company through a competitive investment process that resulted in significant investment from The Riverside Company, a leading international private equity firm.
