Real-time guest recognition for hotels of Choice

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By: Wise Marketer Staff |

Posted on August 14, 2002

Real-time guest recognition for hotels of Choice

A new guest recognition system is being introduced into around 5,000 hotels worldwide throughout the Choice Hotels International chain. Upon check-in, the system lists the guest's booking history and room preferences, and shows any previous participation in airline and rental car programmes.

The real-time enterprise identity management (EIM) solution, provided by US based Madison Information Technologies, uses Madison's Aligndex customer data integration technology to provide a full view of guest information at every Choice hotel.

"Our ultimate goal is to create a completely personalised hospitality experience for our customers," said Gary Thomson, CIO for Choice. "This technology allows us to identify our guests at any point of service - whether it be through the internet, reservation lines, our hotels, guest services or our frequency programme - ultimately enabling us to tailor their stay with us to the needs and preferences they have shown in the past."

Strengthening relationships Choice expects the system to strengthen existing relationships with customers and establish a process by which it can identify guest preferences regardless of how they check-in. The system will track guests' registration characteristics - such as name, frequent flyer numbers, addresses, and telephone numbers - and use those identifiers to create the guest recognition database.

Jim Bodenbender, president of Madison Information Technologies, explained, "Our technology has the ability to link data maintained by existing legacy systems to create a comprehensive view of the customer, improving the organisation's ability to achieve its CRM objectives."

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