Centara Hotels & Resorts is taking a serious step to achieving its growth objectives by embarking on an across-the-board technology upgrade for all its 38 operating properties.
Starting 2018, the Thai hotel operator will be migrating to Oracle's Opera, a comprehensive, enterprise-level property management system (PMS), and industry leading IDeaS Revenue Solutions for its G3 Revenue Management System (G3 RMS) in a bid to strengthen and centralise its operating platform.
The agreements with both Oracle to implement its Opera Cloud, and IDeaS, were signed on December 21.
"This technology upgrade is a significant part of our growth plan," said Centara CEO, Thirayuth Chirathivat. "One of the three strategic pillars of the plan is to develop best-in-class infrastructure for operations, revenue and customer relationship management.
"It is a key investment in improving our efficiency and effectiveness for guests, employees, and other stakeholders," he added.
In addition to providing better security and continuous platform upgrades, the Oracle solution will unify Centara's guest and reservation information in a single, cloud-based platform. Its rollout will support integration with the IDeaS revenue management software to maximise income and revenue yield across Centara's over 7,000 rooms, food and beverage outlets and spas.
The integrated PMS platform is also expected to improve operational efficiency by streamlining processes, eliminating laborious manual tasks, driving automation and integrating back office functions, reservations and reporting, according to Centara.
With the implementation of the new PMS, an improved customer relationship management (CRM) system that will enable a single customer view, advanced segmentation and personalisation in guest communications is under way.