Amadeus and Hospitality Technology
Today, hospitality technology remains fragmented and hotels still operate multiple systems. In order to improve guest service while maximizing occupancy and (RevPar) Revenue per Available Room, the hospitality industry recognizes the need for newer technologies and yield maximization systems that will allow hotels to regain control over their inventory and pricing, and address a wide variety of distribution options.
In the quest for market leadership, Amadeus had taken over Hogatex-Optims, the leading European supplier of IT services to the hospitality industry. Amadeus had already begun developing a new platform when it acquired Optims, the French hotel distribution company, in 2005. Optims now operates under the name of Amadeus Hospitality. This acquisition is expected to provide accelerated delivery of a new and integrated Hotel Distribution Platform that will serve hotel reservations from all direct and indirect distribution channels, through a single and centralized inventory of hotel rooms and rates.
How is it supposed to work?
GDSs have always been linked to hotel chain codes or to IATA city or airport codes for hotel searches, which offers limited search capabilities. The new system will liberate searches from those codes by adding lot many search options including simple city names or regions, such as "the south of France." That will make it easier to find hotels in small cities and towns even if they are not close to airports. Search terms can be combined: a hotel in southern France with a swimming pool, for example.
Travel Agents will easily be able to request hotels that offer high-speed Internet, a swimming pool or other features, and the results will be returned in the right order. Amadeus plans to roll out Hotel Plus, a new user interface for agents that incorporates the best of business-to-consumer selling features but is designed specifically for agencies to maximize sales. The browser-based technology will be fully integrated with the Amadeus GDS.
Way forward for Amadeus
To start with, Amadeus wishes to extend the ability to store any type of images and videos and multiple languages with all types of characters. Amadeus recently has completed the migration of the 75,000 hotel properties that participate in its GDS from a system based on TPF (transaction processing facility) to a Linux platform. The new platform and a new set of technologies, all based on OpenTravel Alliance XML standards, will help bring the hotel industry into a new era for distribution.
In the second phase, Amadeus will introduce a content management platform that will provide a "single point of entry" for mid-sized and large chains to update their rich content across all distribution channels simultaneously.
In the third phase, Amadeus will introduce a next-generation reservations platform. Hotels will be able to centralize multichannel distribution, reservations and content management on one platform. With integrated PMS reservations functions, the platform will offer hotels a single image of the chain's inventory of available rooms.