Speaking to assembled hotel executives and press at the World Travel Market in London, Matthew Maxwell, Amateo chief executive, said there was a noticeable awakening amongst decision makers in the hospitality sector of the need for them to demand systems developed specifically for their needs.

hotel groups have invested in CRM systems developed for banks, telecom companies and the like which will have to be re-engineered to contort into a hospitality system. Yet these sectors simply don have to deal with the same intense competitive pressures as hotels to hold onto their customers , commented Mr. Maxwell.

, telecom companies, cable companies all have their customers tied into billing arrangements and essentially deal with account holders. The hotel guest, however, is not tied to any given hotel chain and is a far more discerning, fickle and complex customer. The systems used to manage such a relationship, therefore, need to perform with greater precision.

It has emerged, he said, that the increased demands on hotels in the wake of terror attacks and the economic slowdown have highlighted the deficiencies of generic CRM products and many hotel groups are exasperated with their inability of their systems to react.

an economic climate such as this, there is no place for a descriptive CRM system that highlights the problem, but does not empower its users to pro-actively influence guest activity. That is the cornerstone of Amateo approach to managing guest relationships: start with how you can most effectively influence your key business drivers: profit, RevPAR, occupancy, guest retention, and then build a CRM product strategy around optimising these factors , concluded Mr. Maxwell.

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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