The Kempinski Secret - How One of Europe's Top Hotel Groups Capitalised on its Biggest Asset

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. October 14, 2008

DUBLIN, Ireland, July 14, 2005. One of the Kempinksi Hotel Group's flagship properties has unleashed the power of new information technologies from Amateo to capitalise on its hidden wealth of guest data held across the Group, to identify previously missed business opportunities and substantially increase revenues in all departments.

Using Amateo software's Guest Relationship Optimisation system, which maximises the potential profit-making power of customer data, the luxurious Taschenbergpalais hotel in Dresden can now consolidate guest information across the whole group and create appropriate and timely marketing campaigns. This allows the hotel to be marketed in a far more focused and targeted manner, to both past guests and new prospects.

Luxury hotels have been particularly vulnerable to world economic events in recent times, as customers sought to save money. However, management at the hotel has overcome crises such as flooding, the events of 9/11, SARS outbreaks and the Iraq war, together with the ailing domestic economy, to pull the hotel back from the brink of disaster. Joao Nagy, the owners' representative, explained, "We were looking to optimize and synergise information between the five different properties in the Kempinski Group. Our existing system was very haphazard. There was a little sharing of information, so we missed important opportunities; a corporate client may have been well known at one hotel, but not at another."

Through the Kempinski group's strategic marketing agreement with the Savoy Hotel group, who already successfully used Amateo software, it was discovered that the Amateo system could do many of the things that Kempinski hotels wanted to introduce. These included many business intelligence and data-quality functions that could seriously improve revenues, providing key drivers for the five Kempinski brand properties and the dynamic strategy to streamline the guest and business management process and to establish a key emphasis of supporting and increasing corporate sales and retention.

Joao Nagy continued, "By integrating directly into our existing PMS, SPA, sales and catering, conference and banqueting systems, the Amateo software enables the Kempinski management team to see full trading results for the previous day at breakfast time. Powerful data cleansing facilities match data that's entered incompletely, allowing us to build accurate, long-term records of each guest, what they buy, what they like, where and when they stay right across our group of properties. This empowers our marketing staff to undertake highly targeted programs that can seriously reduce our marketing budgets and increase marketing RoI, yield and vitally.

But it didn't stop there! The Kempinski Group identified other areas of enhancement to the software, which they have worked on with Amateo, to allow them to provide even better shareholder results and a better experience for their valued guests. Amateo chief technology officer,Thomas Maes, said,"Because the whole system was developed as the next product in the evolution beyond CRM, specifically for the hotel sector, it's very easy for us to develop new reports and interfaces for the Kempinski Group."

"The Amateo system," says Nagy, "will give us better control and better knowledge of our customers. We're already reaping benefits and expect a very fast return on our investment in the Amateo software."