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Asia/Singapore Sunday, 21st December 2025
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The CRM data warehouse

By Pierre Quek
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Brought to you by Cendyn.

Travellers today are more connected, informed and tech savvy than ever before. This has opened a multitude of new ways for hotels to gather data and use it to enhance the guest experience. However, there are challenges when it comes to gaining a 360-degree view of that data. Hotels need technology solutions that can integrate together to help build a more detailed view of the guest and use it to deliver more personalized services and marketing.

Today, a hotel may use a dozen or more applications, from revenue management systems to guest survey solutions to marketing automation software. “Guests leave a tremendous amount of data in their wake at the various touchpoints during their stay—website, call center, PMS, mobile app, POS, activities, survey, loyalty program, just to name a few,” said Tim Sullivan, Chief Revenue Office at Cendyn. “The challenge is that each of these systems captures a sliver
of information about the guest, and it’s housed in disparate data silos.”

When you consider the entire lifecycle of a guest, which may encompass multiple stays at properties and brands within a hotel group, the amount of data increases exponentially. The challenges arise out of the evolution of technology in hotels. New tools have been developed piecemeal over the years, some as standalone applications, others as add-ons. Because many of the systems do not communicate with one another, a hotel company may have multiple profiles of the same guest scattered across its properties and databases.

In today’s competitive marketplace, hotels need to know their guests and earn their loyalty. Customer relationship management (CRM) utilizes a combination of technology and human hospitality to create rich profiles of guests and cater to their individual needs and preferences.

By mining these profiles, staff can make informed decisions about the services, amenities and marketing campaigns they need to gain an edge over competitors. And with a single view of the customer, hotel staff can ensure that engagement is meaningful and relevant at every touchpoint during the guest journey. For example, a single profile within a CRM can include the guest’s photo, stay history, total spend, interests, preferred room types, links to social profiles, loyalty program status, and feedback from previous stays.

In addition to the single, consolidated view of every guest, hotels are also well positioned using CRM, to be transparent and upfront about how they use and store guests’ data. By centralizing their data, hotels know exactly where the data is stored, who has access to it, and who controls it.

Some hoteliers have misconceptions of CRM, that it provides an email marketing platform and not much else. CRM has capabilities far outreaching that of email marketing, by providing a consolidated view of every guest, it allows hoteliers to act on their data through segmentation, personalization and accurate, real-time reporting.

A great example of this is how a central profile within a CRM can play a pivotal role in improving the guest experience across the whole travel journey. Hoteliers can automate, segment and tailor how they communicate based on data points such as:

• Spend per stay
• Frequency of visits
• Preferred locations and booking patterns
• Interests
• Behavior
• Satisfaction
• Reasons for travel

This wealth of data and activity means they are now communicating via the right channel, at the right time, with the right message. Here are a few examples of how using segmentation and personalization can improve every day activities at a hotel:

• Tailor transactional/confirmation emails based on reservation and preference data
• Up-sell room upgrades, and amenities based on reservation type, room type and preferences
• Provide a tailored check-in experience based on arrival times
• Display and provide personalized welcome gifts in the room for arrival
• Send reminder emails to guests to book again based on stay dates and preferences

To find out more about the CRM data warehouse and how it can improve engagement and operations at your hotel, download this guide.

Indian hoteliers laud GST revision, but grievances linger

By Rohit Kaul
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Lack of clarity around a key term for calculating the goods & services tax (GST) rates for hotels is spelling trouble for consumers booking hotels in the peak tourist season.

India’s Goods & Service Tax (GST) Council has decided to levy tax on transaction value of hotel rooms instead of published rates, bringing some relief to hoteliers who had been protesting the confounding taxation since its implementation.

Earlier, the tax council had pegged different slabs of GST rates on hotel room tariff – 18 per cent for tariff of Rs2,500 (US$36.40) to Rs7,500, and 28 per cent for tariffs of above Rs7,500.

Calculating GST rates for hotels in India is easier now, but hoteliers remain unhappy about the high taxation

“This is a very welcome change. GST being charged on published tariff was a let-down when the new tax structure came into effect. We have since then been lobbying against this anomaly. Even prior to the GST regime, tax was being levied based on the invoice value,” said Garish Oberoi, president, Federation of Hotel & Restaurant Associations of India (FHRAI), the apex body of hoteliers in the country.

Likewise, Vibhas Prasad, director of Leisure Hotels Group, said the change has come as a “big relief” to the hotel industry, as well as to the customers.

A section of hoteliers told TTG Asia the new notification of the GST Council will also help to reduce confusion among consumers who perceive that they were being charged a higher tax slab even when the invoice value is less.

Rajat Singhal, director, Leisure World Tours, added: “The hotel room tariffs vary as per seasonality or special rates for groups. But as GST was being charged on declared rates and not on the transaction value, it was making tour packages expensive even in low season or when we were getting special rates from hotel.

The revision brings greater tax clarity and transparency between hoteliers and travel agents, a win-win situation for all including customers, he remarked.

However, some hoteliers are disappointed as the high taxation of 28 per cent on room rates of above Rs7,500 is still not addressed by the GST Council.

“FHRAI have been asking the government to bring the entire hospitality industry under one tax bracket of 12 per cent. Nowhere in the world do we see this high rate of taxation. We are still pursuing with the government to do away with the 28 per cent taxation completely,” added Oberoi.

Fast boat services in Lombok area suspended due to high waves

By Tiara Maharani
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Gili Islands fast boat service point. Pantai Padang Bai - Bali - Indenosia ,

Access by fast boat between Bali and Lombok, as well as between Lombok and the three Gilis, has been suspended as the sea around the islands have been considered unsafe due to high and heavy waves.

In a statement from news website Viva.co.id, Dwikorita Karnawati, head of the Indonesian Meteorological, Climatological, and Geophysical Agency (BMKG), said that the high waves were a likely cause of the long lunar eclipse. BMKG has further cautioned that the peak of the high wave will occur on July 27.

Gili Islands fast boat service point at Pantai Padang Bai on Bali Island

As such, Padangbay Bali Port Authority has closed the pier until July 29. Similarly, the Port Authority of Bangsal and Lembar in Lombok have also ceased port activities as of two days ago.

Andi Ananto, general manager of Mola Mola Resort Gili Air Lombok, said the suspension of fast boats from Bali to the Gilis has resulted in an occupancy drop of 40 per cent.

“This is not just happening in our hotel. Cancellations are also happening at all hotels in Gili Air. The situation in Gili Trawangan is probably worse because there is greater impact of the wave there,” he said.

According to Andi, every July or August, the waves are usually large and high, but they have never lasted this long until the harbour has to close, which in turn has led to a drop in the number of visitors to Gili Air. Fast boat from Bali to Gili is one of the most popular means of transport, apart from air.

To reduce the impact of high waves, Awan Aswinabawa, managing director of A&T Holidays, has diverted his clients elsewhere.

Awan said: “We advise clients, especially for those who have arrived in Lombok, not to visit Gili Trawangan, Gili Air and Gili Meno. Instead, we give them alternative package tours in the city of Mataram and other beaches in Lombok.”

Even though Awan said he did not receive many cancellations, he admitted it was quite challenging to organise transport for his clients, especially those who have been stranded in the three Gilis, and those who must leave Lombok soon.

He explained: “In the absence of sea access, air transportation becomes the main choice. But because it is high season and the number of flights are very limited, many guests have trouble getting tickets home. Plus, the price of air tickets continue to climb.”

For such travellers, Awan had arranged for them take a flight to Surabaya and connect to Jakarta or Bali, in order to catch their flight to their home countries. This route also applies to guests going to Lombok.

“For the stranded guests in the Gilis, I arrange for them to board a ferry (to Bali), or large boats run by fishermen’s cooperatives (to Lombok),” Awan added.

Meanwhile, Mola Mola Resort Gili Air Lombok, in partnership with other hotels in the Gili Air area, are providing large fishing vessel charters to transport guests to and from Gili Air. According to Andi, the shipping activity can only be done after permission is obtained from the harbourmaster.

Andi shared: “Usually, they allow large ships to sail in the morning, when the waves are not too big. But for July 27 and 28, we encourage guests to stay in the hotels.”

For guests who are forced to extend their trip due to weather and high waves, Mola Mola Resorts Gili Air Lombok will be providing discounts of up to 50 per cent. They have also added a complimentary shuttle facility from the airport to the port.

Ascott seals deal for 1,600 additional units in Philippines

By TTG Asia
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At the signing ceremony (from left): CLI's Jose Franco B. Soberano and Jose Soberano III; Ascott's Kevin Goh and Daniel Wee

Ascott has entered into an alliance with Philippines’ Cebu Landmasters (CLI) to manage 1,600 units in the country by 2022.

The two parties have already signed management contracts for their first four properties offering over 800 units.

At the signing ceremony (from left): CLI’s Jose Franco B. Soberano and Jose Soberano III; Ascott’s Kevin Goh and Daniel Wee

Slated to open from 2019 to 2021 are Citadines Bacolod City – which will mark the CapitaLand subsidiary’s debut in the city – Citadines Cebu City, Citadines Paragon Davao and lyf Cebu City.

Separately, Ascott also made its foray into Quezon City, Metro Manila’s largest city, by scoring a management contract with another property owner for Citadines Roces Quezon City, which will open in 2023.

The two new contracts in Bacolod and Quezon City will increase Ascott’s portfolio in the Philippines by 27 per cent year-on-year to over 4,300 units.

In the Philippines, Ascott has 20 properties either operating or in the development pipeline, offering over 4,300 units. Of these, 13 are slated to open from 2018 to 2023.

Daniel Wee, Ascott’s country general manager for the Philippines, said: “Ascott has been in the Philippines for 18 years with strong performing properties that enjoy an average occupancy rate of about 80 per cent under our brands Ascott, Citadines and Somerset. We are on track to achieve Ascott’s target of 6,000 units in the Philippines by 2020.”

Meanwhile, the International Finance Corporation, a member of the World Bank Group, has signed an MoU with Ascott to pioneer a green building certification for serviced residences. Ascott Makati is set to be the first serviced residence to receive this certification.

SIA launches miles-based blockchain digital wallet KrisPay

By TTG Asia
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Members can use a minimum of 15 KrisPay miles (equivalent to about S$0.10) to pay for their purchases at partner merchants

The Singapore Airlines (SIA) Group’s has launched KrisPay, a blockchain-based digital wallet which enables its KrisFlyer frequent flyer programme members to convert air miles into digital currency.

Currently, KrisPay miles are accepted at 18 merchants across the F&B, petrol and retail categories in Singapore. Selected partners will also offer discounts during the launch period.

Members can use a minimum of 15 KrisPay miles (equivalent to about S$0.10) to pay for purchases at partner merchants

More merchants will be progressively added to the platform, and members can expect frequent in-app promotions and more app features to be delivered in the coming months.

The app, available for download, will allow members to choose from using as little as 15 KrisPay miles (equivalent to about S$0.10) to pay for their purchases at partner merchants, either partially or in full.

Once it has been downloaded, members can turn their KrisFlyer miles into KrisPay miles using the app’s instant top-up function. Once transferred, KrisPay miles have a validity of six months.

To pay for purchases, members simply need to scan the KrisPay QR code at the merchant, and key in the amount they wish to pay with their KrisPay miles.

KrisPay is the world’s first blockchain-based airline loyalty digital wallet. The technology was developed in collaboration with KPMG Digital Village and Microsoft.

Changi Stopovers programme takes off

By TTG Asia
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Changi Airport

Changi Airport Group (CAG) has launched the Changi Stopovers’ programme, aimed at enticing­­ passengers to stop over in Singapore and explore the Lion City.

The programme will be promoted jointly by CAG and the Singapore Tourism Board (STB) to overseas travellers in a S$3.2 million (US$2.4 million) marketing partnership spanning two years.

Changi Airport

Passengers who book a stopover package on the Changi Stopovers website will ­enjoy complimentary one-way airport-hotel transfer (by coach) and a mobile SIM card worth S$10. Packages are available from S$63 per person.

CAG’s vice president for passenger development, Peh Ke-Wei, said: “We are also working with our airline and travel trade partners to offer this stopover programme via their sales channels in the coming months.”

Jacqueline Ng, director of marketing partnerships and planning at STB, added that the programme could help the NTO reach out to a largely untapped audience.

Transfer passengers make up about 30 per cent of Changi Airport’s total traffic, with passenger movements from Australia and India registering as top contributors to transfer traffic at Changi. Last year, more than 1.1 million passenger movements were registered on Changi’s top transfer route between Australia and India.

Luxury concierge service John Paul picks Asia-Pacific CEO

By TTG Asia
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Private concierge services provider John Paul, which was acquired by AccorHotels in 2016, has appointed Andrew Quake to head the Paris-headquartered organisation as the Asia-Pacific CEO.

“Andrew Quake brings over 20 years of experience and unparalleled knowledge of the market from his years in the international lifestyle and concierge space and the payments industry, and I am confident in his ability to develop the group’s footprint in Asia-Pacific, as we have aggressive plans to further expand our activity and our client base in the region,” said Jérôme Richard, global CEO of John Paul.

Andrew Quake

The latest executive appointment comes amid John Paul’s expansion in Asia-Pacific, with the opening of a new office in Hong Kong and additional staff based in Singapore, Shanghai, Sydney and Tokyo. This executive hire will further recruitment in senior commercial leadership positions in key countries in the region.

Hayman Island to be rebranded as InterContinental after revamp

By TTG Asia
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Hayman Island, by InterContinental
Hayman Island, by InterContinental

IHG has signed an agreement with Mulpha Australia to take over management of Hayman Island, part of the Whitsunday Islands in Queensland.

To be rebranded as Hayman Island, by InterContinental, the resort at the northernmost point in Whitsunday Islands will open again in 2019 following a A$100 million (US$74.2 million) makeover.

The 166-room hotel will be the only property on the 400ha island and will showcase world-class facilities, rooms and suites. It is accessible from Hamilton Island via either luxury vessel or helicopter.

The landmark agreement with Mulpha Australia also sees IHG continue with a long-term agreement to manage InterContinental Sydney and InterContinental Sanctuary Cove Resort, in Queensland’s Gold Coast, with both properties expected to undergo major refurbishment.

China’s Chengdu to welcome first Anantara hotel

By TTG Asia
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Artist impression of the 150-key Anantara Jinsha Chengdu Hotel

Thailand-based Anantara Hotels and Resorts will become the first luxury global hotel operator in Chengdu’s Qingyang District when the Anantara Jinsha Chengdu Hotel opens in 2021.

Fronting a 47ha eco-wetland park in the Essence Chengdu integrated project, the hotel will feature 150 keys and suites, an all-day dining restaurant and specialty restaurant, lobby lounge and bar/tea lounge, gym and fitness facilities, outdoor and indoor swimming pools, a spa, children’s club as well as banqueting and meeting facilities.

Artist impression of the 150-key Anantara Jinsha Chengdu Hotel

The first phase of the project by developer Chengdu Tai Hang Rui Hong Real Estate will also comprise mid-tier and high-end serviced apartments, town houses and residential villas.

Located along the Yangxi Western Third Ring Road in Chengdu, the mixed-use project will be a 20-minute drive from the new high speed Chengdu West Railway Station.

At present, hotels in Chengdu are concentrated in the city centre, accompanied by a second hotel submarket in Tianfu New District, according to Anantara.

Anantara Jinsha Chengdu Hotel will join the brand’s China portfolio, which currently comprises Anantara Sanya Resort, Anantara Xishuangbanna Resort in Yunnan and Anantara Guiyang Resort.

New hotels: Mövenpick Hotel & Convention Centre KLIA, Hyatt Regency Zhenjiang and more

By TTG Asia
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Mövenpick Hotel & Convention Centre KLIA, Malaysia
Mövenpick Hotels & Resorts’ debut in Malaysia is located just a few minutes from KLIA and KLIA2, featuring 333 rooms and suites, and leisure offerings including five F&B venues, separate male and female swimming pools, fitness centres and spa facilities that include outdoor spa pods.

The property boasts extensive meetings and event facilities as well, with four meeting rooms and two boardrooms, ranging from 35m2 to 109m2, housed in the main hotel building. Directly accessible from the hotel, the convention centre comprises a 1,287m2 open exhibition space, 777m2 circular hall, seven discussion rooms, 10 seminar rooms and the 2,386m2 main hall, which can be divided into four separate spaces.

Hyatt Regency Zhenjiang, China
Set atop the East Tower of Suning Plaza – the highest skyscraper in Zhenjiang, Jiangsu province – the Hyatt Regency Zhenjiang will span the 59th to 76th floors and have 318 guestrooms, including 20 suites. Each guestroom will offer panoramic vistas of the Yangtze River or Nanshan Scenic Area through floor-to-ceiling windows, as well as in-room comforts such as free Wi-Fi, a 65-inch Smart TV, spacious working area and a Nespresso coffee machine in suites.

Facilities include a rooftop helipad, four F&B options, a 25m-long indoor swimming pool, whirlpool, sauna and steam rooms, 24-hour gym, and yoga studio. For events and functions, the hotel features more than 1,530m2 of space comprising the pillar-free 880m2 Regency Ballroom on the fifth floor which can accommodate up to 900 guests for a cocktail event or 450 guests for a banquet. There are also seven multifunctional meeting rooms on the fifth and sixth floors.

Oakwood Apartments Nishi-Shinjuku, Tokyo, Japan
Oakwood’s latest property has opened its doors in Tokyo’s Shinjuku with 40 fully furnished serviced apartments, ranging from studios to one-bedroom units, all of which come fully furnished with well-equipped kitchens, household appliances and home entertainment systems. Guests will have access to services and facilities such as multilingual concierge and front desk services, regular housekeeping, high speed Wi-Fi and a residents’ lounge.

The Sebel West Perth Aire, Australia
Occupying the first four levels of the 22-level Aire West Perth apartment tower, the Sebel West Perth Aire Apartments has added 64 new studio apartment style rooms to Perth’s accommodation market. Amenities include a 22m-long heated swimming pool, pool deck, 24-hour fitness centre, sauna, and outdoor dining area complete with barbecue. There is also a conference room on the fourth floor.

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Sister Publications
TTG Asia TTGmice TTG India TTGssociations TTG Asia Luxury
TTG Asia | Cross Hotels to develop Bali Uluwatu Resort
TTG Asia | Diamond Princess begins Singapore homeporting season
TTG Asia | Hilton teams up with Explora Journeys to expand loyalty programme to luxury ocean voyages