6th June 2005

Alliance enables Hoteliers to Address International Guests Correctly

Amateo, leading provider of CRM software to the hospitality industry, has signed an agreement to partner with Global Address, the data quality specialists.   The new relationship will enable Amateo to provide its clients in the hotel industry with improved international Guest Relationship Optimisation (GRO™) technology. 

Amateo will now add to its portfolio a centralised Guest Address Validation and Enhancement service.  This will be an amalgam of Amateo’s proprietary cleansing and de-duplication solution and Global Address’s in-depth reference data and cleansing capabilities.  This seamless solution will allow Amateo’s clients to market to their customers with an even higher level of Guest Address quality.

Initially, Amateo will use Global Address software to cleanse international name and address data for a 5 star luxury hotel group based in the UK.  The software can standardise, validate and format mixed data from more than 230 countries and territories simultaneously.  This means the hotelier can be confident that it is communicating with its customers in the accepted manner of the recipient country and using, for example, the correct gender, titles and salutations. This sophisticated addressing software combined with Amateo’s highly targeted marketing will facilitate a significant improvement in financial return for their customer’s CRM campaigns.

Matthew Maxwell , CEO of Amateo, said: “Guest relations are fundamental to the success of hoteliers and demand for international technology to support this is growing.  Most of our customers are high-end hoteliers whose guests expect at least to receive correctly formatted correspondence.  This is where Global Address software fits well into our Guest Relationship Optimisation product.  The combination of our leading hospitality CRM suite with the best in address validation solutions really enhances our portfolio and creates a real win for our hoteliers.”

Matthew Furneaux, head of global sales at Global Address, said, “Our new alliance with Amateo underpins the Global Address strategy of partnering with sector experts.  As leaders of guest relationship management in the hospitality industry, we look forward to helping Amateo’s customers improve the quality of their customer data and develop their international reach.”

The Amateo Guest Relationship Optimisation software provides a one-stop shop for an out-of-the-box business intelligence, marketing and loyalty management solution that does the following:

§ collects guest and transaction data automatically from most of the leading property management systems

§ provides a web-based operational reporting tool with over 300 pre-built hospitality reports

§ cleans and identifies duplicate guest profiles to ensure a single view of the customer

§ markets to targeted group of customers, based on real transaction and profile data

§ creates and manages integrated guest loyalty programmes

The Global Address software - Global Address Batch - adopted by Amateo also does the following:

§ parses unformatted data to the correct fields 

§ accepts multi-country data in one process 

§ returns full postal address from partial data 

§ provides detailed record by record reporting for a comprehensive data quality audit 

§ displays advanced interactive screens for manual review and data manipulation

§ merges multiple input files to create one output

Amateo are leaders in Data Warehousing and Business Intelligence solutions for the hospitality sector. Amateo's Guest Relationship Optimisation product suite standardises historical guest data stored in multiple hotel property management systems and facilitates revenue generating applications including Amateo 360 (Marketing Campaign Automation), Amateo Portal (Reporting and Analytics)and Amateo Affinity (Loyalty/ Executive Club Schemes.

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