Taj Hotels Resorts and Palaces Chooses Serenata for a Comprehensive CRS and CRM Integration for its 77 Prestigious Hotels - 05/2008
Taj Hotels Resorts and Palaces, one of Asia's largest and finest group of hotels, has selected a chain-wide Customer Relationship Management (CRM) solution that at the same time integrates Trust Voyager CRS with the Property Management Systems of the hotels and provides a central profile lookup and sophisticated chain-wide guest recognition capabilities both from the PMS as well as from the CRS level.
Munich, May 2008 - Taj Hotels Resorts and Palaces, one of Asia's largest and finest group of hotels, has selected a chain-wide Customer Relationship Management (CRM) solution that at the same time integrates Trust Voyager CRS with the Property Management Systems of the hotels and provides a central profile lookup and sophisticated chain-wide guest recognition capabilities both from the PMS as well as from the CRS level.
The new solution that is provided by Serenata IntraWare in cooperation with Trust International and the PLC, encompasses a complete central profile and customer relationship management solution, including Sales Force Automation (SFA), Campaign Management, Business Intelligence and Reporting, as well as a seamless two-way CRS integration.
A decisive factor for awarding the contract to Serenata and Trust is the enhanced CRM functionality the combined solution provides for Taj. For the first time, a central profile lookup is available directly from Trust Office enabling staff at the Taj Central Reservation Office to search for detailed guest, company, and agent profiles in the central profile database, as well as store and forward this information with the guest reservation.
Puneet Mahindroo, Corporate Director of Revenue Management & Global Distribution at Taj Hotels Resorts and Palaces explains: "Recognizing the guest value during the point of booking is one of the industry's key challenges. Serenata provides a true CRM solution with enriched profile lookup capabilities directly from our Trust Voyager Office CRO application. We can find out immediately whether a guest has stayed at one of our Taj hotels already. All the guest details are just a mouse-click away and forwarded straight to the PMS with the CRS reservation. This enables us to provide personalized yield and customer relationship management across all touch points."
At the same time, a two-way CRS integration automates the reservation flow from the Trust Voyager CRS and all connected channels to the PMS system of the respective Taj hotel. In return, the integration uploads house and rate availability information and PMS generated reservations to Voyager CRS. There are several key benefits and added values. Taj achieves a single-image inventory for all reservations, irrespective of the booking channel. At the same time, the system optimizes central profile management, since profiles are filtered and only qualified profiles are promoted and stored in the Central Profile database. A complete set of integrated automatic profile integrity and de-duping processes ensures clean, high-quality central profiles.
Moreover, Serenata's integrated Sales Force Automation solution will equip the Taj sales department with detailed information on their customers. In addition to offering the complete function set required for operating all areas of the sales process, the solution allows the distribution of all Taj accounts, contracts, and rates chain-wide to all connected hotels and the entire sales personnel.
Klaus Kirchhoefer, Serenata's Director International Sales summarizes: "We are thrilled to have signed this agreement with such a well-known and respected company in the international luxury hotel industry. Winning a customer on the scale of Taj Hotels and Resorts really validates the work our team has done to make Serenata the global industry's top choice for CRM technology, marketing and integration services."
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About Taj Hotels Resorts and Palaces
Established in 1903, Taj Hotels Resorts and Palaces is one of Asia's largest and finest group of hotels, comprising 59 hotels in 41 locations across India with an additional 18 international hotels in the Maldives, Mauritius, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East. From world-renowned landmarks to modern business hotels, idyllic beach resorts to authentic Rajput palaces, each Taj hotel offers an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury. The Taj, a symbol of Indian hospitality, has recently completed the centenary of its landmark hotel, The Taj Mahal Palace and Tower, Mumbai. Taj Hotels Resorts and Palaces is part of the Tata Group, India's premier business house.
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About Serenata IntraWare
Munich-based Serenata IntraWare GmbH has established itself as a leading provider for central IT solutions in the hotel industry. With the aim to transform data into knowledge, Serenata integrates its products with existing PMS systems seamlessly. The core element is the management information system for hotel chains, Serenata NetHotel. By means of a central data warehouse and the use of Internet technology, data is centrally analyzed, and the foundation for new markets is created. With NetHotel, Serenata offers a Customer Relationship Management (CRM) solution, which enables hotel chains to develop a customer-centric business strategy. Through strategic cooperation with prominent IT partners, Serenata increases its competence as the main contact for central user-solutions from a sole provider.
