BURNING ISSUE? WHAT BURNING ISSUE?

Floor Bleeker – Chief Information Officer – Mövenpick Hotels & Resorts

There is no such thing as a single burning issue for our industry. Our sector is dynamic and faces numerous challenges that require technology to solve them. At Mövenpick Hotels & Resorts we are currently rolling out a three-year, large investment program to migrate our Property Management, CRM and Business Intelligence systems into the cloud.

This roll-out is vital to our ambitious growth strategy as it helps us protect our results at many levels while we continue to make special moments for our guests. By knowing our customers better we are reducing the customer acquisition cost through more intelligent marketing and sales. With better-connected business intelligence, we can forecast more accurately and therefore tune our distribution mix for maximum profit. For us this doesn’t necessarily mean that all business has to come through our website; it’s the optimum mix of business that we are after and systems are required to enable this.

SMART CLUSTERS ALLOW US TO ATTRACT BETTER TALENT WHILE SERVING MORE HOTELS WITH LESS PEOPLE IN AREAS SUCH AS REVENUE MANAGEMENT, SALES AND MARKETING

To continue to make the special moments that we are so well known for, we need to know our guests’ preferences so we can personalize experiences as our customers move from one Mövenpick business to another. We don’t believe that a pointbased loyalty program would give our guests this experience, instead we will be using CRM to recognize our loyal guests. Without a formal loyalty program cloudbased systems become even more critical to allow us to recognize and serve our guests in the best possible way.

Also, these cloud-based systems are required to support cost saving initiatives such as the centralization and clustering of back office activities. Smart clusters allow us to attract better talent while serving more hotels with less people in areas such as revenue management, sales and marketing.

So in summary; our burning issue at the moment is profit optimization and growth. This is a commercial issue that can only be solved with the right technology solutions and a strong partnership between the commercial and technology teams. At Mövenpick we have a plan and are well on our way executing it.