NEW YORK Swissotels and Resorts has launched Project Symphony, a Customer Relationship Management (CRM) program.
Using Serenata software, the program is designed to gain an increased ratio of repeat guests at each hotel by communicating more effectively on a singular basis with guests and intermediaries, according to Swissotel.
The CRM program works through the use of an Intranet platform allowing all Swissotel properties access to data previously available only locally at each individual hotel. All Serenata solutions can be directly linked to a property s existing software, such as Micros Fidelio.
The Serenata software is provided by Serenata IntraWare, AG, a Munich-based company. A separate company specializing in data warehousing and mining will provide marketing consulting, address cleansing and external databases.
Other full-service hotel companies to have launched CRM programs include Marriott International, Omni Hotels, Wyndham International and Fairmont Hotels & Resorts.
Swissotel Hotels & Resorts manages 23 hotels in North America, Latin America, Europe, Asia and the Middle East. (3/09/01)