- 1st August 2019
Choosing the right technology stack
[Ireland] The relationship between hospitality and technology is a balancing act: Technology can add value, convenience and personalisation to a guest’s stay, but too much of it can undermine the human touch many travellers appreciate. Whether you are an independent hotelier or part of a larger hotel group, no hotelier wants to buy 10 different hotel technology solutions. You need to spend your money wisely and invest only in those technologies that will add value to your business and, importantly, grow your profits. But how can you know which hotel technology will accomplish this?
A hotel Property Management System (PMS) should effectively be the lifeblood of your property, controlling and automating any number of hotel operations. Guestline, who are a global leader in hotel cloud-based property management systems, distribution and digital marketing technologies and have a reputation for offering award-winning solutions to hotels, are making waves since entering the Irish market just under 2 years ago. As the preferred global PMS system, if you were to look behind the IT curtain at many leading hotels, you will see a technology stack integrated under a single software provider. That means a property management system, alongside a central reservation system, revenue management tools, a customer relationship system, business intelligence, F&B, sales, marketing and point of sale (and other functionality) all integrated with the same system, a new kind of PMS called Guestline Rezlynx PMS.
Guestline’s Rezlynx PMS is a best-of-breed for in-house operations but is built on an open structure so that it can easily integrate with other best-of-breed 3rd party software via Application Programming Interfaces (API’s), helping you to make viable future technology investments. With an API integration, this enables Guestline to add value to the system’s primary offerings, which is a huge win for hoteliers. By working with Guestline’s API, which other developers can readily connect to, hotels can incorporate other systems without limitations to the expansion of their platform. And, this implication for hotels is enormous. Instead of purchasing a huge stack of disparate systems, that all work independently, hotels can now select the perfect combination of software functionality that complements the property’s specific needs, is fully integrated and provides more value for money.
Guestline works with several partners across all hotel operations, including CBE, the provider of high-end EPoS solutions. Kevin Greene, International Product Manager, Hospitality added,
‘When selecting the Guestline and CBE partnership, you are getting the best in class solution for both property management and food and beverage management. The solutions fully integrate with a single view of how your property is performing in every revenue centre. We can reduce effort in manual processes and have other common bi-directional interfaces with partners like ResDiary to deliver and share better guest information across your property.”
Most cutting-edge hoteliers agree that a PMS that can synchronise all your systems and provide a stable environment for guest data is imperative.
Adrienne Hanna - Founder and CEO at Right Revenue works with Guestline to focus on boosting revenue and understanding business trends: “At Right Revenue, we are looking at when people are booking, how they are booking, what price point they are going to pay, and we are trying to help hotels make good decisions by forecasting and making revenue recommendations. But to be able to do that, we need all that data supplied to us from a property management system. In turn, what we are delivering back to the revenue department is vital revenue suggestions, buying habits, trends and insights to hopefully assist with revenue growth.”
Collating guest feedback data and using this to create personalised experiences for guests is something that in theory appears very simple but in practice relies on partnerships with companies like GuestRevu to enable such data collection to exist. Mark Evans – Business Development Manager at GuestRevu talks about the power of the integration they have with Guestline and the importance of personalising communication with guests: “The first part of this partnership is that we get the check-out details of guests daily so that we can fully automate the process of sending the post stay questionnaires out to them. We then take the feedback that we get from the guests and push it back into Guestline Rezlynx PMS so that the front of house staff immediately has access to what guests have said for when they return.”
As data specialists, For-Sight Guest CRM takes guest information and turns it into the most powerful marketing tool at a hotel’s disposal. When you know who your guest is and what they want, then you never miss an opportunity to give that guest a great experience, before, during and after their stay. Allan Nelson, Director at For-Sight, says: “To do this, For-Sight takes feeds from Guestline PMS and other source systems in the hotel such as GuestRevu and applies sophisticated cleaning and matching algorithms to the data. The resulting ‘cleansed’ data allows the hotel marketer to understand their guest and add a very high level of personalisation to their communications.”
Integrating systems can provide more comprehensive management information, faster reporting and a truly comprehensive view of profitability. But it all starts with the selection of the correct PMS as a foundation. A cloud-based platform will arm you with the flexibility you need to find the best solutions to optimise every aspect of your business. Intertwine with a powerful partnership strategy and you have the tools to successfully adapt, forecast, plan, report and personalise your business operations, services and customer relations.
Click here for full details of Guestline's partner integrations.