1 scrigno, more than a pms: a “jewel-box on the cloud” designed for revenue management and crm...
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SCRIGNO, more than a PMS:a “jewel-box On the Cloud”
designed for Revenue management and CRM
Mestre, December 8th 2011
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The company
Foundation
Employees
Offices
Group Turnover
Number of installations
ISO:9001 Quality Certification
1981 (Pellegrini Group: 1924)
about 60 (Pellegrini Group: 130)
Venice (HQ), Rome, Palermo
Around 18.000.000 Euro
about 1.000 covering Italy, Croatia, Malta, Switzerland, Czech Rep
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hotel-LAB.com: Web and consulting division of GP Dati
hotel-LAB.com It’s a laboratory of ideas, of know-how and technology dedicated to the marketing for hotels and the study of the best ways to improve their business strategies and multi-channel marketing.
Hotel-LAB Deal with
Specialization fields:
WEB PROJECTS AND CONSULTANCY
COURSES AND TRAINING
- Revenue Management - Online Sales- Social and Web Marketing
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GP Dati’s Technological partners
GP Dati's main technological partners:
-Oracle: GP Dati has been adopting for more than almost 15 years Oracle technologies for databases, internet application servers and for FORMS development language.
- Microsoft: GP Dati partners with Microsoft for the distribution and deployment of the world-leading ERP Microsoft Dynamics NAV, available in 47 localizations and 150 languages world-wide. GP Dati interfaced Scrigno to NAV, for allowing to manage Accounting, Finance and Management Control with a top of the range multi-currency, multi-country and multi-language ERP.
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A few reference customers in hotel chains segment
LOSINJ HOTELS - JADRANKA Group (www.losinj-hotels.com): 7 leisure 3*-5* resort hotels for 1.600 rooms.
ATAHOTELS (www.atahotels.it), largest Italian hotel chain: 24 Hotels, residences and resorts 4*-5* (for overall 5933 rooms and apartments).
ALPITOUR WORLD HOTELS & RESORTS (www.alpitourworldhotels.it), Hotel Division of Italy's largest Tour Operator: 15 resorts and hotels (for overall 4.000 rooms).
ORIENT EXPRESS ITALY (www.orient-express.com): 6 Luxury 5*L Hotels for 538 rooms.
TIVIGEST Hotels & Resorts (www.tivigest.com): 15 leisure 3*-4* resorts hotels for 2155 rooms.
ITIHOTELS (www.itihotels.it): 12 leisure resort 4*-5* hotels for 1242 rooms.
EUROPA TOURIST GROUP (www.etgroup.info): 7 leisure 3*-5* hotels for 900 rooms.
NOVA YARDINIA RESORT Group (www.novayardinia.it): 4 large leisure 5*-4* resort hotels for 800 rooms.
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Scrigno’s focus is to offer the hotel top management high added-value tools for managing the strategic areas of the business:
_ Production:Objective: To acquire in a consistent manner all the relevant details of the transactions
_Finance and ControlObjective: To assess the performance of a thorough management audit
_ Marketing:Objective: to know and to loyalty the Customer _ Sales: Objective: Maximize revenues by using all available sales channels
Sales
Marketing
Control
Production
SCRIGNO: a jewel-box … on the Cloud!
Scrigno, the web-based property management suite for chains and independent hotels
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Scrigno key added values:
1)Entirely web-based, hosted on PCI-DSS compliant data center 2) Available in hosting or on-premise, in a Software As A Service mode3)Ability to work offline for main-courante, charges and check-out4)Centralisation capabilities: single image inventory, centralised invoicing, centralised deposits, commissions and accounts receivables management5)Multi-channel distribution capabilities: 2-way integrated B2C, B2B and IDS channel management6)Leisure resort-specific features: complex pricing & package management, extensive allotments management, camping-specific PMS, beach management, multi-property RFID payment system
Why choosing Scrigno?
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On-line sales
channel management
Improved sales capacity and customer knowledge
Restaurant, Bar & POS, Materials Control and Warehouse Systems
Data analysis, Pricing and inventory strategies
General Ledger, Management control, finance
RFiD Technology: moneyless payments, loyalty programs
The components of the Scrigno Suite
Property Management Systems, Meeting & Congress, Spa
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Why is fundamental to have
a revenue management oriented PMS
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Today’s world of opportunities: the new hotel paradigm
T.O
.
€ 80
20
price
Groups
rooms
Leisure travellers
Congress
€ 60
Business travellers
€ 100
€ 50
€ 30
10 40 50 60
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The philosophy of Scrigno is built upon the strategy around 4 levers of
Strategic Marketing, in order to bring to every customer
the right product at the right time, at the right price
Strategic marketing of Scrigno
“PRODUCT”:optimal inventory rooms
“PRICE”:rates management intended to maximize revenues
“PLACE”:optimise the distribution channels
“PROMOTION”:segmentation, marketing, CRM
BusinessStrategy
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> Rates management aimed at maximize revenuesPRICEStrongly segment the market by rate and achieve the target mix rates / quotas rooms
Adopt sales restrictions: open/close dates, minimum stay, sales priorities, and room sales targets
Strategic marketing of Scrigno
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> Rates management aimed at maximize revenuesPRICEUltra-segmenting the market by rate and achieve the target mix rates / quotas rooms
Strategic marketing of Scrigno
Make sure the revenue strategies are put in place by the booking team
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> Optimising the sales through all channelsPLACELeveraging and not suffering the intermediates: T.A., T.O., GDS, portals
Scrigno’s Strategic marketing approach
Monitor the availability at the hotel, as well as of all the external channels: IDS, GDS, website, agencies, and if necessary to prevent sales to agencies conducting STOP SALE on a single agency, over a hotel or on the entire location
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> Optimising the sales through all channelsPLACE
To manage the parity rate and the avaiability on the web portals thanks to a 2-way integrated channel manager
Scrigno’s Strategic marketing approach
Leveraging and not suffering the intermediates: T.A., T.O., GDS, portals
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> Optimising the hotel’s room inventoryPRODUCTManaging the inventory of rooms to avoid unsold rooms, the major cost
for a hotel’s business
Strategic marketing of Scrigno
Enter wash factors on your allotment, based on 3-year long time series, for minimising unsold stocks at release date
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> Promoting the product at the right target segmentPROMOTIONLaunching targeted marketing campaigns with effective tools
Segment customers through preferences/ expenditure analysis, Launch email campaigns, Measure results.
Strategic marketing of Scrigno
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> Promoting the product at the right target segmentPROMOTIONLaunching targeted marketing campaigns with effective tools
Promote customers loyalty with an innovative guests welcoming tool facilitating up-selling of extra services
Strategic marketing of Scrigno
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Some key features of Scrigno
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A multi-hotel availability
mask allows to have a
look at the availability of
a number of hotels or of
the whole chain.
Multi-hotel availability
Central reservation capabilities : single image inventory
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It allows you to view all the key information to optimize sales online, Hotel availability and rates at the BAR. also business performance compared to budget, balance sheet and OTB previous year.
To speed up the updating of the portals its possible to use predefined relationships between types of rooms, prices for both stocks.
Integrated Channel management
Console for strategic planning of online sales
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Automating tasks on portals
based on predefined
rules
Integrated Channel management
The “revenue engine”
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Managerial Portal for the availability from Tablet
All the main information
of the PMS and all the
web sites using by the
front office are available
through a small Portal
( GP - Desk), and usable
through Tablet and
iPhone
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Scrigno Mmail: central
email management
The integrate e-mail gives you the
posibility to send automatic email
of:
booking confirmation
Request order for extra services
(Transport, Flowers, car rent ..etc.)
Electronic services for “Online
Concierge
Integrated e-mail system in Scrigno
Scrigno offers also the
booking confirmation
via SMS or FAX
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Multi-level B.I. report generator
Scrigno features a powerful report generator, which represents a multi-dimensional business intelligence reporting tool allowing to dig Scrigno's underlying Oracle database according to multiple variables.
The database can be queried according to 3 dimensions:
- Actual- Forecast
-Booking pace (demand curve analysis through the incremental acquisition of bookings for a future period).
Mid-month forecasting reports can combine actual and on the books data in order to present a total month forecast.
Datawarehouse reporting
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Mid-month forecasting reports : example
Datawarehouse reporting
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Scrigno features Oracle BUSINESS INTELLIGENCE
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> While you take a
reservation, you can have
a look: production
generated by the client in
the past (possibly in
different hotels in the
group), preferences,
correspondence in and
out to the customer (filed
into the multi hotel on line
repository)
CRM and marketing
Customer’s Knowledge
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Automatic booking
confirmation
Automatic confirmation to
third parties (transfers,
masseuses, …)
Management of multiple
mail accounts
automatic filing into
Scrigno document
repository
Integrated email system
CRM and marketing
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Cut dramatically
operational times thanks
to the capability to
export and then import
into the PMS an excel file
with the rooming list
filled up by the agency
Rooming listimport from Excel files
Advanced Group booking functions
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Automatic reservation confirm
Fig. 5Mail of confirm for the reservation
Sales & Reservation
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Scrigno offre deferent options of integrated booking engine for B2C and B2B.
The new solution of the integration through web services technology offering:
- Using Google Analytics for every page of the reservation.
- Total free to change the lay-out of the curent booking
- Free to public any photo or text of your desire directly in the booking.
- Managing booking, multi-hotel e multi-room
- Direct conection between web site e PMS
Booking online B2C e B2B integrated with CMS
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IT Session
GP Money – Electronic Wallet system
How does Scrigno GP Money work?
A component of the Scrigno suite, GP Money is a secure and flexible Hotel or Area Network Electronic Money System, which uses the innovative RFID (Radio FrequencyIdentification) contactless technology to provide the following services:
≥Service Card: room access, payment of meals from HB/FB arrangement, access to car park, beach, or other reserved areas.
≥ Electronic Wallet: to charge all purchases to the room bill (charge card) or to pay using a pre-paid card, which can be topped up at reception or at dedicated automated top up points or kiosks (card top up).
≥ Loyalty card: to store customer information and the Loyalty programme codes, track transactions, and collect or redeem earned points
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Card RFID Contactless
Card top-up through payment kiosks
Check-Out:All guests’ consumption info are stored in the central database
Data are stored into the central database
RF-Id Card payment in every outlet of the resorts, through touch screen cashiers or PDAs
Check In: guest registration and RF-ID card creation
IT Session
GP Money: logical schema
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Capabilities
_ Door opening with hybrid system (magnetic strip and RFID)
_ Customer recognition for access to restaurants
_ Wireless services for orders and payment at tables
_ Payment from mobile stands (icecream dispenser)
_ Payment by charge card or top-up card
KEY FIGURES
5 Caricard appliances
25 integrated workstations with Easymeal
18 Independent POS
6 Wireless PDA equipment
Requirements
_ Manage purchases at a number of outlets and services within the resort
_ Money-less payments
_ Electronic wallet management
_ Fast transaction speed
_ Safety of transactions
_ Waterproof support
Atahotels Tanka Village: 3000 beds and up to 5000 guests daily
Case History : RF-ID electronic wallet technology
EasyMeal POS & GP Money RFID
1,500,000 transactions for a total revenue of € 3,700,000
generated in 140 days
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Scrigno is available in (SAAS ) Software as a Service!
The whole technology can be adopted simply by paying a small fee per every occupied room
The whole technology can be adopted simply by paying a small fee per every occupied room
NO investments in hardware infrastructure NO investments in software licences NO yearly fixed fees for maintenance NO yearly fixed fees for hosting services
NO investments in hardware infrastructure NO investments in software licences NO yearly fixed fees for maintenance NO yearly fixed fees for hosting services
$$
A highly innovative commercial formula that trasforms an investment into a service
A highly innovative commercial formula that trasforms an investment into a service
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Thank you!
GP DatiHotel Service Spa
Via Paganello, 22/a30172 Mestre (VE)Tel. +39 041 5330260Fax +39 041 5330150
www.gpdati.com