CHICAGO— Madison Information Technologies has inked an agreement with worldwide lodging franchisor Choice Hotels International to implement a real-time enterprise identity management (EIM) solution for Choices guest recognition program. Madison will implement its ALIGNDEX customer data integration technology to support a real-time, 360 degree view of guest information at each of Choices approximately 5,000 hotels. The platform will allow Choice to serve as an on-the-ground travel agent for all customers immediately upon check-in— tracking their history with Choice hotels (such as room preferences), as well as related information, such as their history in participation airline and rental car programs. ALIGNDEX will track guests registration characteristics— such as name, frequent flyer number(s), address, or phone number— and use those identifiers to create the guest recognition database.
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