In an effort that will further build and strengthen its strategic alliance, Hilton International (HI) and Hilton Hotels Corporation (HHC) have announced joint plans to each license the MICROS-Fidelio Customer Information System (CIS) from MICROS Systems, Inc. (NASDAQ:MCRS).
The powerful CIS will allow Hilton to consolidate customer information on a global basis, enabling it to maximize sales and marketing activity and to enhance service delivery at its combined portfolio of nearly 500 hotels in over 50 countries worldwide. The multi-million dollar project is in implementation and is expected to be completed during 2000.
Both HI and HHC already store guest data, but the new MICROS-Fidelio CIS will collect and manage guest, travel agent and company profile information from both HI’s and HHC’s property management systems and, when completed, will consolidate the information in a central customer data warehouse. Once stored, the CIS will share information between properties to enable profile sharing. By enhancing the availability of accurate and timely customer profile data, the CIS will help improve customer service levels, enhance customer loyalty and allow Hilton’s global sales and marketing team to plan effective, targeted, business strategies.
The project with MICROS reflects Hilton’s desire to develop a seamless guest information technology platform. Since the alliance between HI and HHC was signed in 1997, the two companies have jointly developed a new Central Reservation System and a shared database for their Hilton HHonors® frequent guest program, and also have merged property information into a single ‘Hotel Information’ database.
“The future of our industry lies in our ability to collect information centrally and to network that information seamlessly worldwide, helping us respond to our customers more effectively - wherever they come from and wherever they stay,” said David Michels, chief executive of Hilton International. “For example, the preference of a guest who stays regularly at the London Hilton for a non-smoking room on a low-level floor should be communicated when he makes a reservation at The Waldorf=Astoria® in New York, N.Y. Our investment in the MICROS-Fidelio CIS is key to Hilton achieving that goal.”
“This agreement marks a significant achievement for the two Hilton organizations and further supports our strategic alliance,” said Dieter Huckestein, president - hotel operations, Hilton Hotels Corporation. “Enhanced, proactive and customized service will further differentiate Hilton from the competition and help us maintain our leadership position in the industry. Every year, millions of guests stay with us and it is our business to stimulate loyalty by acknowledging their needs and wants.”
MICROS Systems, Inc. is a leading provider of information technology for the hospitality industry. The company already has a strong relationship with Hilton and its understanding of Hilton business operations has been fundamental in establishing this new endeavor. Hilton International currently installs MICROS-Fidelio’s integrated Suite 6 product suite in its properties. This includes front office, sales and catering, and engineering management.
“We are delighted that MICROS could provide additional tools to help strengthen Hilton’s sales and marketing strategy. CIS is the ideal solution for Hilton because it can scale-up to manage the large volumes of customer information flowing throughout its network,” said Bill Poe, MICROS vice president of hotel sales and strategies group.