Meriton links into new software
In a further coup for Brisbane-based accommodation software developer Intouch Data, Meriton Serviced Apartments will install the firm’s dataArc application across all of its Australian properties. Another four that are currently under construction will be added in 2013.
dataArc, which is now installed at more than 500 properties globally, will consolidate Meriton’s guest history from all properties, providing enhanced recognition of guests as they move between properties. The partnership will deliver 2650 new rooms to ITD’s dataArc portfolio.
Peter Johnson, managing director of ITD said, “ITD’s suite of data management tools has been embraced by the big players in the Australian hotel industry for years; however we are now starting to see greater interest coming through from the service apartment sector, independent properties and smaller, boutique chains.
“Competition is forcing smaller properties to turn to technology to help refine clunky back-end systems and data management processes, both of which are critical to maximising returns from marketing activity.”
ITD has secured a string of boutique properties recently, including Novotel Barossa Valley (Accor), Fairmont M Gallery Blue Mountains (Accor), Ibis Budget Sydney Olympic Park and Ibis Melbourne (Accor), Grand Chancellor Hotel Melbourne and Adelaide on Hindley, Intercontinental Resort Sanctuary Cove and Stay in Noosa Resorts.
Mr Johnson says dataArc is widely used as a means of understanding guest behaviour and supporting the development of tailored communications and cross-property marketing campaigns, which result in improved guest satisfaction and importantly, increased yield. Simplicity of design and a super easy web interface are other highly sought after features of the application.
