Karisma Hotels & Resorts has signed a contract with Salesforce and Mexico-based TELMEX to provide hospitality technological innovation.

The signing ceremony took place on 5 December at Margaritaville Island Reserve Riviera Maya.

Under the agreement, the Salesforce CRM platform will offer its expertise in Middleware.

The partnership will leverage TELMEX’s experience in implementing technological solutions.

Karisma Hotels & Resorts will contribute its experience in hotel operations to this alliance.

The agreement comprises projects that are expected to redefine hospitality services, focusing on streamlined CRM and improved communication infrastructure, the companies said.

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This also includes the implementation of a hotel Middleware.

The Middleware will act as the technological communication channel for applications using MuleSoft.

MuleSoft is Salesforce’s premier solution for application programming interface and application connectivity.

The initiative will introduce a unified Central Rate model.

The collaboration further includes the implementation of Salesforce’s CRM for marketing, sales, and operations and the integration of Salesforce Einstein solutions.

This integration is expected to allow Karisma Hotels & Resorts to use real-time data to improve customer engagement and personalise content in its Salesforce CRM.

This will be done using natural-language prompts and advanced AI capabilities to meet the changing needs and preferences of its customers, the company noted.

Karisma Hotels & Resorts CEO Esteban Velasquez said: “Partnering with Salesforce and TELMEX is a momentous occasion for Karisma Hotels & Resorts. We embark on a journey to revolutionise the hospitality sector with our shared commitment to excellence and innovation.

“This investment by Karisma will undoubtedly result in a seamless and personalised experience for our valued clients, setting new standards in the industry.”

TELMEX commercial director and IT solutions Mauricio Alcocer Sola said: “This initiative reflects our collective commitment to advancing technology, and we are excited about its positive impact on the future of guest services and hotel management.”

The projects will involve multiple companies under Karisma Hotels & Resorts, including all properties they manage and operate.

The partnership aims to provide clients, members, and tourists with tailored experiences throughout their vacations.