The company cites technological ignorance as a reason for such financial wastage. Its chief executive Mathew Maxwell 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. He adds that to date hospitality software to date has failed to deliver the solutions to the specific needs of hoteliers. In what it heralds as a first for the hotel industry, the company has spent two years developing a guest optimisation programme solely for the hospitality sector.

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

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 said.

The guest optimisation portfolio acts to match the changing needs of the industry and its guests by providing real-time sales data and forecasting.

Published in Travel Bulletin - World Travel Market Special Edition - 11 November 2001

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