The world is going mobile.
This is the motto
for the most recent development partnership which
Serenata has formed together with Fleming’s Hotels, MICROS-Fidelio
and Ariane Systems. The idea behind is
simple but efficient: Reservation confirmations created
from OPERA PMS are optimized for mobile devices such as
smart phones and tablets with the help of Serenata
@mail. For this, the booking details of the guest in the
confirmation are simply represented as a QR code. Thus
an automatic check-in via the kiosk system is enabled
and guests can simply and conveniently check in at the
hotel. This proven method from the airline industry has
now been transferred to the hotel industry.
interesting are the most recent trends in terms of
revenue optimization through dynamic upselling of in-house facilities. Find out on the following pages how
you can reduce costs sustainably and at the same time
gain new revenue opportunities. Moreover, we will
represent our most recent product developments in
cooperation with MICROS-Fidelio in their customer
magazine The Libretto. We can even show a sneak
preview of our article here.
I look forward to
meeting some of you in person at ITB.
Come visit us at this year's ITB Berlin from 6 to 10 March 2013.
We will gladly present our solutions to you.
You will find us at our usual location, hall 8.1 booth 128.
Click here to arrange a meeting with us.
The Annual Convention of Leading Hotels of the
World (LHW) for 2012 took place in Cape Town
from 15th to 18th of November. Serenata was right in the
middle of things as exhibitor and sponsor.
Leading Hotels of the World, Ltd. is the largest luxury
hospitality organization in the world, representing over
430 of the finest hotels, resorts and spas in over 80
countries. The conference agenda for the roughly 120
attending members included a content-rich program full
of information, networking and entertainment. LHW
introduced a new membership collaboration model as well
as the strategies and planned initiatives for 2013.
Another topic of the conference was the theme of
differentiation of the LHW brand through the uniqueness
and individuality of its member hotels.
fitted into the agenda seamlessly with the presentation
of Serenata @mail, since the
e-marketing solution supports these very characteristics
of differentiation and originality by supporting the
member hotels with optimized communication of such
unique characteristics to the guest. To this end,
professionally designed email templates are set up. They
carry the hotel’s marketing message and create
additional revenue streams by the consequent usage of
Serenata @mail has been
in use successfully at many Leading Hotels for years
now. Hoteliers appreciate the integration with the
property management system and the resulting automatic
personalization of the guest communication. Leading
Hotels with @mail are the Hotel Bayerischer Hof, COMO,
Corinthia, Dorchester, Estrel, Fleming’s, Four Seasons,
Groupe Sibuet, Habtoor, IHG, Kameha Grand, Kempinski,
Langham, Lindner, Mövenpick, Oetker Collection,
One&Only, Orient-Express, Radisson, relexa, Robinson,
Rogner, Shangri-La, The Ritz Paris.
Millennium & Copthorne hotels in Singapore support their
customer communication with Serenata @mail
Toward yearend 2012, Serenata @mail was implemented in
Millennium & Copthorne hotels in Singapore. These
are the Grand Copthorne Waterfront Hotel, the Orchard
Hotel Singapore, M Hotel and Studio M Hotel Singapore as
well as the Copthorne Kings Hotel.
Among the key
decision factors for the hotel group were the flexible
possibilities @mail provides in the realization of the
corporate design for brand awareness and brand
recognition. The hotels use automatic booking
confirmations, cancellations as well as pre-arrival and
post-stay communication. As a special feature, the
current weather feed has been implemented for the
Under the Millennium Hotels
and Resorts umbrella are Millennium Hotels, Grand
Millennium Hotels, Copthorne Hotels, Kingsgate Hotels
and other brands. Each property is unique and may offer
selective facilities & services locally.
Luxury of the special kind: One&Only and Serenata @mail
The introduction of Serenata @mail was recently
completed successfully in the two Dubai One&Only luxury
hotels Rooyal Mirage and The Palm.
One&Only Royal Mirage is
considered Dubai’s most stylish beach resort
representing an oasis of calm in the heart of bustling
“new Dubai”. The resort is spread over a large private
coast line in the middle of 65 acres of lush landscaped
One&Only The Palm: Serene
and exclusive, One&Only The Palm is a beachfront oasis
on the lushly landscaped private peninsula of the Palm
@mail is employed in both properties
for the entire customer communication before and after
the guest’s stay. All reservation confirmations and pre-
and post-stay data are generated automatically from
MICROS-Fidelio OPERA PMS and sent via @mail.
first hotel of the exclusive hotel group that has been
using Serenata @mail for several years now is the Reethi
Rah Resort on the Maldives.
From Maldivian dream
beaches to the man-made island the Palm Jumeirah,
One&Only are real luxury resorts in extraordinary
locations. They are also the flagship luxury brand of
Kerzner International Limited, a leading international
developer and operator of destination resorts, casinos
and luxury hotels. Another five-star plus Kerzner hotel
that has been using Serenata @mail successfully for
years now is the Mazagan Beach Resort in Morocco.
The world goes
mobile with Serenata and MICROS-Fidelio
Since summer 2011 Serenata has been official e-marketing
partner of MICROS-Fidelio. Thanks to the active
cooperation, the partners were able to achieve an
especially tight integration between the operative hotel
systems of MICROS-Fidelio (Suite8 and OPERA PMS) and the
e-marketing and CRM solutions of Serenata (@mail and
An important common goal of both
partners is to continuously work on innovations which
take into account both customer requirements and current
A nice example for this is the integration
of QR codes into the @mail reservation confirmation at
the mutual customer Fleming’s Hotels. These small black
and white squares are enjoying increasing popularity and
can be found on billboards, magazines and even as
booking details on smart phones. They contain the stored
information in a binary coding. In our example the
entire relevant reservation details of a guest.
arrival, guests simply get out their smart phones or
other mobile reading device and display the QR code from
the @mail confirmation to the kiosk system of the hotel.
And voila, for an easy and smooth self check-in.
Additional information on this enhancement and further
joint projects of MICROS-Fidelio and Serenata can be
found in the next issue of The Libretto.
Sneak preview of our article.
Current Serenata NetHotel CRM Projects
Introducing NetHotel Campaign Management for Sales
Serenata NetHotel CRM Version 3.5 was
released in December 2012. The new version is already
used successfully at a number of existing Serenata
customers. Over the next few weeks, all existing
customers are to receive the new version.
addition to a multitude of small and neat new options
and functionalities as well as internal improvements and
enhancements, the long sought-after release of the
completely new web application NetHotel Campaign
Management for Sales, in short Sales Campaign
Sales Campaign is ideal for
planning and executing sales campaigns and for limiting
the recipients to the required sales channel or target
group. Whether dealing with specific mailing activities
for agents with bus groups, addressing all known
assistants of your accounts or exploiting an upcoming
trade show for a strategic booking campaign: with Sales
Campaign any kind of mailing is quickly and easily set
up. Even revenue-based queries filtered by the actual
production of customers are no problem.
recipients are always the contacts stored with the
respective companies and agents (accounts). Campaign
queries can be based on any kind of information stored
in the sales database, i.e. companies and agents,
contact details, planned or done activities, achieved
revenue or bookings.
Sending the sales campaigns
happens via the integrated email engine. The campaigns
are set up using web-based flexible HTML
templates streamlined to correspond to the
corporate identity of the hotel/the hotel group and
enable dynamic contents.
After sending the
campaign you can follow up the exact results and
success. Opt-outs are automatically
included in the contact details. Crucial information
such as the number of sent-out campaigns, the respective
bounces, open and click rates and other
details enable a direct analysis of the campaign
Serenata IntraWare GmbH
Neumarkter Str. 18
Phone: +49 89 / 929003-0
Management: Johann Deil, Dieter Dirnberger
HRB: 180 619, UST-ID Nr. DE 183 657 543
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