Technological ignorance is cited as a reason for such financial wastage according to Amateo chief executive, Mathew Maxwell. He also claims, the industry has been playing a game of catch-up over other industrial sectors and as such, until now, has not had a dedicated system that targets guests directly to deliver a substantial return on such technology investment. Moreover, hospitality software to date has failed to deliver the solutions to the specific needs of hoteliers.

In what is being heralded as a first for the hotel industry, Amateo has spent two years developing a guest optimisation programme solely for the hospitality sector.

common problem within the hotel industry is that people have bought systems that are a bastardisation of customer management systems developed for other industries, said Mathew Maxwell, chief executive, Amateo.

cannot have a system that has been developed for the likes of a supermarket chain's Club Card and expect it to work in tandem for the needs of hoteliers and their guests. The hospitality industry is not selling baked beans and as such, needs to refocus their technologies to the increasing demands of a global competitive market.

have spent two years on research and development working with key industry figures to provide a system that provides the missing link in technology for the hospitality industry, he added.

Amateo guest optimisation portfolio acts to match the changing needs of the industry and its guests by providing not only time sales data and forecasting, but moreover, understands guest behavioural patterns and matches them accordingly with targeted marketing campaigns. Amateo product portfolio assists with retaining existing business through brand loyalty whilst also driving new sales, to deliver a tangible return on technology investment by the hospitality sector.

Amateo are leaders in Marketing Automation 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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