Loews Hotels is extending its use of Oracle’s OPERA Cloud Central services across its US properties to improve distribution management and guest identification.
The wider deployment would connect functions, including property management, distribution, service contact, loyalty and sales, on a single hospitality system.
According to the tech vendor, this is intended to give the hotel operator a fuller view of operational and business data.
Loews already uses Oracle Hospitality OPERA Cloud PMS, AI-powered Guest Engagement and Merchandising, Oracle Simphony Cloud Point of Sale (POS), and Oracle Fusion Cloud Enterprise Resource Planning (ERP).
OPERA Cloud Distribution is aimed at managing rates and ancillary offers across both direct and third-party channels.
It added that the system is expected to support faster rollout of promotions and inventory movement, as well as reduce intermediary costs.
Oracle hospitality sales senior vice-president David Meltzer said: "Loews Hotels is dedicated to approaching each moment of a guest's stay with thoughtfulness and care.
"These interactions start from the minute a guest books a room, through the second they check out. With a unified platform and data across core disciplines, including distribution, loyalty, and property management, OPERA Cloud will further empower Loews team members to make each of these moments matter in creating better experiences for guests and drive efficiency, guest affinity and revenue growth."
OPERA Cloud Loyalty would support efforts to identify customer needs and preferences in advance while encouraging direct bookings through personalised incentives.
Loews Hotels chief information officer Dan Kornick said: "At Loews, we deliver personalised touches and exceptional experiences for our guests. Achieving that goal delivered by our team is aided by having the right data.
"Oracle Hospitality will allow us to enhance our ability to leverage data by providing a centralised hub that ensures all our properties and team members are empowered with the information they need to exceed guest expectations."
