Scenic takes on digital

Scenic takes on digital

Scenic Hotel Group has embarked on the first of a three-phase roll out of what is described as a digital transformation which will see a ‘quantum leap' in the way in which the group leverages technology, works with trade partners, and increases its share of online business.

Group director of commercial, Bharath Satyavolu, says the rollout of the group’s digital transformation reflects the evolving dynamics of hotel distribution landscape and the need to integrate CRM, sales, marketing and revenue management.

This transformation is a part of group-wide enhancements that includes a comprehensive programme of property enhancements and other developments across the group that marks Scenic Hotel Group’s commitment to people and place as a leading New Zealand hospitality provider.

Satyavolu comments that whilst the group has selected best-in-class systems, the real magic is in making these systems integrate with the Property Management System (PMS), through seamless two-way connectivity. On this basis, the first phase of the transformation is with the PMS, followed by a strong booking engine, channel manager and CRM tool. The final phase of the rollout is what Satyavolu describes as the 'add ons' that will focus on customer engagement and include a remodelled guest loyalty programme.

To facilitate the transformation, Scenic Hotel Group has engaged two internationally renowned systems; first is the with the world’s fastest growing property management system, RMS’s The Hospitality Cloud. For Scenic Hotel Group, RMS will deliver a fully integrated system of property management, point of sale, conference and sales functionality.

The second new system signing is the leading global provider TravelClick whose award-winning iHotelier® Booking Engine 4.0 will maximise website conversion, converting 'lookers to bookers'. Further to the booking engine, the group with also be implementing TravelClick’s channel manager to achieve seamless connectivity with OTAs and Dynamic Wholesale partners.

'The way in which Scenic Hotel Group engages with its trade and direct customers is about to get significantly better for all parties with a better booking experience for guests, reliable connectivity with the hotels for OTAs, dynamic wholesale rates & availability for the trade and user-friendly systems for the staff.  All of which will result in better overall results for the group,' says Satyavolu.