In effect, marketing campaigns targeted to narrow focused groups of guests can be easily and quickly developed using the new system. Even the timing of when e-mail blasts are to be sent can be scheduled by the campaign originator so that an offer could be created in advance and be timed to be sent at the most appropriate moment. This new functionality is contained within the framework of Amateo 360º, the marketing campaign management product provided by Amateo. By allowing hotel marketers to target their existing guest base, Amateo 360º unlocks the potential for profit that resides in the vast store of historic guest information contained in each hotel property management system.

Studies have consistently shown that marketing to past guests is more profitable and provides a higher response rate than non-targeted expenditure on advertising. Using the Amateo system can increase response rates further by selecting segments to target based on criteria such as purchasing history, age, gender, nationality and stated preferences.

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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