Chairman Nasser Al Nowals and Amateo CEO Matthew Maxwell, the Amateo GRO(tm) system is to be rolled
According to Rotana Hotels VP of sales & marketing Daniel Hajjar, "Rotana Hotels operates 17 Hotels, Suites and Resorts in the Middle East with 50 Food & Beverage outlets. We needed a solution that would enable us to manage the program to reward our guests and resort visitors wherever they use our services and facilities and give us the in-depth data to enable us to micro-market to them with only personalised and relevant offers." Always sensitive to the requirements of the local market, Rotana Hotels successfully delivers first class food and beverage environments with a difference. "Attention to detail is so very important at all times, and sustained levels of service delivery which helps to bring customers back," says Daniel Hajjar.
The loyalty scheme which Amateo devised for Rotana Hotels aggregates, cleanses, address verifies and de-duplicates data from the PMS (property management system) in each of the 17 properties and calculates reward points for each guest. A 'Rotana Rewards' card can be used in any of the Food & Beverage outlets, throughout the group and the reward points are automatically transferred into the Amateo data warehouse.
Amateo further enhanced their solution enabling Rotana Hotels to track their 'Frequent Flyer' system thought to be the world's first to be fully integrated with the airline reward systems. A guest, who is also a member of a partner airline's frequent flyer programme, not only receives Rotana Reward points for their stay and spending, they also receive the airline's loyalty 'miles'. The whole operation is managed automatically by the Amateo system integrating with the partner airline's computer systems.
The Amateo Guest Relationship Optimisation(tm) system interfaces with the Micross PMS (property management system) used by Rotana and most other PMS systems used by the international hotel and hospitality trade. Amateo's configurable interfaces can be readily adapted to access the data from retail and EPOS systems too.
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