Serenata IntraWare GmbH to implement chain-wide Customer Relationship Management plus the leading e-marketing solution @mail for the luxury hotel group.
Serenata IntraWare GmbH, the leader in CRM and e-marketing solutions for the hospitality industry, today announced that Dorchester Collection has selected Serenata NetHotel CRM and Serenata @mail to improve sales & marketing effectiveness and to gain a holistic picture of their customers across the global enterprise.
Dorchester Collection currently comprises seven leading luxury hotels in Europe and the USA. The portfolio includes the iconic Plaza Athénée in Paris, the world-famous Beverly Hills Hotel in Los Angeles and the equally famous The Dorchester in London. Dorchester Collection has contracted Serenata @mail and NetHotel CRM for all properties. At the same time, the hotel group will implement Trust|Connect powered by Serenata to provide a two-way integration between Trust|Voyager CRS and the Property Management Systems of the individual hotels.
"We are in a challenging economy; however, we believe we can gain a competitive advantage by deploying a technology solution that will focus on our most loyal and profitable guests,” explains Mark Campbell, Chief Information Officer, Dorchester Collection. “By centralizing our customer management on the Serenata platform we will be able to implement a guest preference portal on our website, improve the overall profile quality and analyze guest behavior and business trends in real time to run powerful marketing campaigns. This is essential as we grow our brand adding two new hotels into the United Kingdom in 2010 and 2011 – Coworth Park – Ascot & 45 Park Lane London."
"Dorchester Collection is synonymous with high quality and style; the world-famous hotels in the portfolio are known for delivering superior customer service,” adds Dieter Dirnberger, co-founder and President, Serenata IntraWare GmbH. “We are excited to be working with Dorchester Collection on such a significant business initiative.”
About Serenata IntraWare | Munich-based Serenata IntraWare AG has established itself as a leading provider for central IT solutions in the hotel industry. With the aim to transform data into knowledge, Serenata integrates its products with existing PMS systems seamlessly. The core element is the management information system for hotel chains, Serenata NetHotel. By means of a central data warehouse and the use of Internet technology, data is centrally analyzed, and the foundation for new markets is created. With NetHotel, Serenata offers a Customer Relationship Management (CRM) solution, which enables hotel chains to develop a customer-centric business strategy. Through strategic cooperation with prominent IT partners, Serenata increases its competence as the main contact for central user-solutions from a sole provider. For more information, please visit
www.serenata.com.
About Dorchester Collection
The Dorchester Collection is a portfolio of the world’s foremost five-star luxury hotels and includes: The Dorchester in London, Le Meurice and Hôtel Plaza Athénée in Paris, Hotel Principe di Savoia in Milan, The New York Palace in New York, The Beverly Hills Hotel and Hotel Bel-Air in Los Angeles.
The vision of the Dorchester Collection is to develop their strengths as the ultimate hotel management company, with a passion for excellence and innovation, honoring the individuality and heritage of its iconic hotels. By applying its unrivalled experience and capability in owning and operating some of the world’s great individual hotels, the company’s mission is to develop an impeccable portfolio of the world’s finest hotels, both traditional and contemporary, through acquisition as well as management of wholly-owned and part-owned hotels, and to enter into management contracts for luxury city hotels.
Dorchester Collection Chief Executive, Christopher Cowdray’s goal is to grow the portfolio to 15 hotels by 2015. The launch of Coworth Park country house hotel near Ascot in Summer 2010 and 45 Park Lane in London in January 2011, signal the expansion of the company.
ITB Berlin 2010
