A V Continent's guest room: El Sherif says he thinks of his website as an extra salesperson. A V Continent's guest room: El Sherif says he thinks of his website as an extra salesperson.

CASE STUDY I
THE HOTEL: Global Hotel Alliance
THE COMPANY: Micros Fidelio

Objectives
• Boost efficiencies in the reservations system and IT labour management.
• Ease manual inventory processes and the internal handling of reservations.
• Create time and cost savings to drive incremental revenue for the alliance’s 15 brands, while offering enhanced recognition and service to hotel customers.

Strategy
• Implement a highly flexible, fully integrated distribution solution based on OPERA technology: the OPERA Reservation System, the SaaS model myfidelio.net and OPERA Web Services – all connected via two-way interfaces to the Micros-Fidelio PMS.
• Allow travel agents to directly search and view information on GHA’s central database and make bookings, ensuring single-image guest records and hotel inventory.
• Allow GHA to centralise its approach to the alternative distribution systems through a central distribution solution.

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Results
• A 25% increase in revenue and an additional 40,000 room-nights per annum.
• Distribution costs were reduced by up to $25 per booking.
• Ability to drive cross-brand revenues through GHA’s marketing activities using Opera’s central reservation platform.
• Enabled other hotels to be booked through branded websites, ensuring the revenue is kept within the GHA.

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