Social Media and Marketing

Amadeus has implemented what it describes as a groundbreaking new model of Amadeus' best-selling RMS for Premier Inn.

Published: 09 Oct 2008

Amadeus has implemented what it describes as a groundbreaking new model of Amadeus' best-selling RMS for Premier Inn.

The new version gives Premier Inn a "unique insight into customer behaviour, significantly improving occupancy levels throughout the year and guiding sales and marketing activities."

The system chosen by Premier Inn automatically monitors every booking made at a property. Feeding reservation history through Amadeus' advanced algorithms, the RMS can predict not only the number of guests who will want to book on any given day, but also how long they will want to stay. As a result, hoteliers can now choose between a guest booking today for a short stay or the guest who will book tomorrow but stay for longer.

"After four years in research and development, our system is now so accurate that hoteliers can keep rooms free with confidence, knowing that longer-stay guests will book the same room a day later," says Bernard Rannou, head of development, Hospitality Business Group, Amadeus, who shared that the implementation across Premier Inn's 556 properties is already underway.

The system is hosted at Amadeus' data centre in Erding near Munich, Germany. The data centre manages more than 500 million transactions a day and processes up to 2.5 million bookings every day.