Pegasus Solutions Debuts Web-Enabled Customer Relationship Management Tools

Pegasus Paves the Way for Hoteliers to More Effectively Harness the Power of Information Through Guest Data Warehousing

Pegasus Solutions, Inc. (Nasdaq: PEGS) today debuted its new Web-enabled customer relationship management (CRM) tools provided through its Pegasus Business Intelligence service. The new Web capabilities were demonstrated at a press conference Pegasus held this morning at the Hospitality Sales & Marketing Association International’s (HSMAI) Sales & Marketing Summit at The Grand Hyatt in New York. Pegasus Business Intelligence is the data warehousing and data marketing service of Dallas-based Pegasus Solutions, a leading provider of hotel industry transaction processing solutions and electronic commerce services.

According to Kevin Short, senior vice president of Pegasus Business Intelligence, its new Web-enabled CRM application provides a multi-functional, cost-effective tool for independent and chain hotels to develop guest-related analysis and marketing programs without the typical overhead and necessary specialized technical skills normally associated with this undertaking.

While CRM is a hot topic in the hospitality industry, the industry as a whole has not yet scratched the surface of the incredible potential of CRM,” Short said. “Hoteliers tend to focus on a guest’s on-property preferences rather than on a guest’s overall hotel stay history, feeder market (city), average length of stay, and demographic profile, which are necessary for strategic prospecting. For hotel companies to truly realize CRM’s benefits, guest data warehousing needs to include marketing-focused guest behavior and profile information, as well as operational guest preference information, which can be applied toward the corporate or property strategy.”

Pegasus’ central position in the hospitality industry’s transaction flow combined with its in-depth industry knowledge and state-of-the-art technology, especially in the areas of the Internet and e-commerce, allows the company to produce “industrial strength” information-related products at a fraction of the cost of in-house IT departments or traditional IT consultants.

“Because Pegasus’ CRM products are Web-based, hotel companies can avoid the significant investments in hardware and software to support their data warehouse needs. Our CRM products, which we call ‘Guest Relationship Management™,’ were developed specifically for the hospitality industry, and we estimate that the cost of our solutions is considerably less than that offered by other CRM consultants,” Short said. “Our affordable tools are especially attractive for hoteliers from independent to mid-sized chains and groups, who probably never dreamed they could afford CRM.”

According to Short, CRM is a detailed process, but one that can be effectively outsourced. A few of the components of Pegasus’ Guest Relationship Management (GRM) service that provide the infrastructure for hospitality CRM include:

· Data extraction

· Data cleansing

· Data enhancement

· Householding (matching of guest stay histories)

· Analysis and report production

· Report and data distribution

· Consulting for interpretation and action planning


A sampling of the deliverables that Pegasus’ Guest Relationship Management service provide include:

· Guest repeat behavior analysis

· Feeder markets analysis

· Guest profiling analysis

· Direct marketing campaign management

· Customized analysis and solutions

· Overall marketing measurement tools


“Through our Web-enabled solutions, we are providing hoteliers with online interactive reporting and data mining, 24/7. There’s virtually no technology infrastructure required on the part of the hotels, so hoteliers are not faced with constantly upgrading and investing in technology – they get to leverage the investment that Pegasus has made in state-of-the-art data warehousing technology and hospitality industry expertise,” Short said. “Web-based Guest Relationship Management --is paving the way for hotel companies of all sizes to work smarter.”

Pegasus Business Intelligence is a unit of Pegasus Solutions that specializes in data warehousing and database marketing for the hotel industry. Hotel companies rely on Pegasus Business Intelligence to collect and analyze data gathered from hotel reservations and guest folio information at the property and chain levels, as well as from the millions of reservation transactions made worldwide through the Pegasus Electronic Distribution service. Pegasus Business Intelligence is positioned to leverage Pegasus’ central position in the hotel reservation process to become one of the most comprehensive sources of hotel industry data.