GenaRes Worldwide Reservation ServicesSM Ltd., the hotel industry`s representation and reservations company, signed a multi-year reservations processing contract with Hotel Marketing Solutions …
GenaRes Worldwide Reservation ServicesSM Ltd., the hotel industry`s representation and reservations company, signed a multi-year reservations processing contract with Hotel Marketing Solutions s.r.l. (HMS), which is a hotel representation and marketing company based in Rome, Italy. All of HMS`s 130 hotel customers, which are three-, four-, and five-star properties in Italy, are now using the GenaRes CRS platform for all of their reservations processing, including reservations generated by travel agents through the global distribution systems (GDS) and reservations generated by travelers around the world through consumer-focused travel Web sites.
Also under the agreement, GenaRes is powering HMS`s consumer Web site, Book Italy Hotels(c), where travelers can view photos and property descriptions and book any of HMS` client hotels online by paying in their home currency via credit card and receive an instant confirmation.
Although switching reservations providers is a major undertaking, we decided it would definitely be worth it to make the switch to GenaRes, said Guido D`Ugo, HMS` managing partner. Even though GenaRes is a new company, we see their potential for growth, and likewise believe they will help us grow. The GenaRes CRS is more stable than our previous system, and we feel the GenaRes staff is more experienced in dealing with international properties than our previous provider. We are so confident in GenaRes` services that we believe we can sign and bring on an additional 300 Italian properties over the next year or two.
HMS`s hotel members are located in more than 20 cities throughout Italy. As part of the change in reservations systems, HMS`s GDS chain code has changed from TA to GZ. Sample HMS member hotels include the four-star 170-room Grande Hotel Elite in Bologna, the four-star Hotel Diana in Rome, the four-star Hotel Athena in Siena, Tuscany, and the four-star Hotel Ca del Campo in Venice.
Services that GenaRes is now providing HMS include:
- Full use of the GenaRes Web-based CRS with inventory management across all distribution channels
- Reservations processing for BookItalyHotels.com
- Next-generation seamless connectivity to all GDSs
- Online training
- Representation on the GDSs via the chain code GZ
- Ongoing customization as needed
- Internet distribution to thousands of Web sites
- Revenue management
We are pleased to announce the first of what we hope will be many European contracts, said GenaRes President Eugene Harris. Europe`s highly fragmented and primarily local independent market is in need of a new provider like GenaRes that can provide GDS and online distribution of hotel inventory, as well as simple-to-use Web-based technology tools for channel management and optimization of occupancy and ADR (average daily rate). Working with locally successful hotel representation organizations like Hotel Marketing Solutions will help us penetrate Europe`s fragmented hotel market and take advantage of this international opportunity. According to industry analyst PhoCusWright, less than 30 percent of three-star hotel rooms in Europe are associated with major international hotel chains, and chain-branded properties represent less than 20 percent of the total European hotel market.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
