1

Scrigno, more than a PMS:a system designed for

Revenue management and CRM

April 2011

2

The company

Founded

Number of employees

Offices

GP Group Turnover

Number of installations

ISO:9001 Quality Certification

1981 (Pellegrini Group: 1924)

about 60 (Pellegrini Group: 130)

Venice (HQ), Rome, Palermo

Around 18.000.000 Euro

about 1.000 covering Italy, Croatia, Czech Rep, Malta, Switzerland, Spain

3

A few reference customers in the leisure segment

LOSINJ HOTELS - JADRANKA Group (www.losinj-hotels.com): 7 leisure 3*-5* resort hotels for 1.600 rooms.

ATAHOTELS (www.atahotels.it), largest Italian hotel chain: 24 Hotels, residences and resorts 4*-5* (for overall 5933 rooms and apartments).

ALPITOUR WORLD HOTELS & RESORTS (www.alpitourworldhotels.it), Hotel Division of Italy's largest Tour Operator: 15 resorts and hotels (for overall 4.000 rooms).

ORIENT EXPRESS ITALY (www.orient-express.com): 6 Luxury 5*L Hotels for 538 rooms.

TIVIGEST Hotels & Resorts (www.tivigest.com): 15 leisure 3*-4* resorts hotels for 2155 rooms.

ITIHOTELS (www.itihotels.it): 12 leisure resort 4*-5* hotels for 1242 rooms.

EUROPA TOURIST GROUP Bibione (www.etgroup.info): 7 leisure 3*-5* hotels for 900 rooms.

NOVA YARDINIA RESORT Group (www.novayardinia.it): 4 large leisure 5*-4* resort hotels for 800 rooms.

4

GP Dati’s Technological partners

GP Dati's main technological partners:

-Oracle: GP Dati has been adopting for more than almost 15 years Oracle technologies for databases, internet application servers and for FORMS development language.

-FastBooking: GP Dati partners with FastBooking, world leader in online booking and web marketing, serving over 6000 hotels world-wide. GP Dati and FastBooking joined efforts in R&D and development for integrating their system for an effective online sales strategy.

- Microsoft: GP Dati partners with Microsoft for the distribution and deployment of the world-leading ERP Microsoft Dynamics NAV, available in 47 localizations and 150 languages world-wide. GP Dati interfaced Scrigno to NAV, for allowing to manage Accounting, Finance and Management Control with a top of the range multi-currency, multi-country and multi-language ERP.

Adacta : a Leading partner for NAV projects

ADACTA d.o.o.Ljubljana • Zagreb • Beograd • Trst • München 220 specialists 300 finished projects Turnover 12M EUR in 2009 Microsoft President’s Club Member since 2007

CustomersNexe group d.d.

GavrilovićKarlovačka pivovara

DionaPurisKrka

Auto ZubakToyota

Adria AirwaysTriglav osiguranje

6

€ 80 Corporate

20

20 rooms x € 80 = € 1.600

€ 30 T.O

.

50

50 rooms x € 30 = € 1.500

Pri

ce

Pri

ce

rooms rooms

…which situation do we prefer?

Why RM? A big opportunity for hotels

Leaving a single product / fixed price approach….

…for embracing a differentiated multi product and flex pricing approach!

7

…why not aiming at this?

T.O

.

€ 80

20

10x€100 + 10x€80 + 20x€60 +10x€50 + 10x€30= € 3.800

price

MIC

E

rooms

Direct Leisure

Corporate

€ 60

Congress

€ 100

€ 50

€ 30

10 40 50 60

8

SCRIGNO: a jewel-box … on the Cloud!

Scrigno, the web-based hotel management suite for chains and independent hotels

9

On-line sales

channel management

Improved sales capacity and customer knowledge

Restaurant, Bar & POS, Materials Control and Warehouse Systems

Data analysis, Pricing and inventory strategies

General Ledger, Management control, finance

RFiD Technology: moneyless payments, loyalty programs

The components of the Scrigno Suite

Property Management Systems, Meeting & Congress, Spa

10

Scrigno key added values:

1)Entirely web-based, modular and scalable

2) Available in: on-premise, hosted or SAAS mode

3)Ability to work offline for main-courante, charges and check-out

4)Unique corporate-wide, CRM-oriented, database

5)Multi-channel distribution capabilities: 2-way integrated B2C, B2B and IDS channel management

6)Centralisation capabilities: single image inventory & central booking, centralised invoicing, centralised deposits, commissions and accounts receivables management

7)Leisure resort-specific features: complex pricing & package management, extensive allotments management, camping-specific PMS, beach management, multi-property RFID payment system (3 different card set-ups for payment typologies: electronic wallet, Gold, Gold with credit limit)

Why choosing Scrigno?

11

Capabilities

_ Door opening with hybrid system (magnetic strip and RFID)

_ Customer recognition for access to restaurants

_ Wireless services for orders and payment at tables

_ Payment from mobile stands (icecream dispenser)

_ Payment by charge card or top-up card

KEY FIGURES

5 Caricard appliances

25 integrated workstations with Easymeal

18 Independent POS

6 Wireless PDA equipment

Requirements

_ Manage purchases at a number of outlets and services within the resort

_ Money-less payments

_ Electronic wallet management

_ Fast transaction speed

_ Safety of transactions

_ Waterproof support

Atahotels Tanka Village: 3000 beds and up to 5000 guests daily

Case History : RF-ID electronic wallet technology

EasyMeal POS & GP Money RFID

1,500,000 transactions for a total revenue of € 3,700,000

generated in 140 days

12

The philosophy of Scrigno is built upon the strategy around 4 levers of

Strategic Marketing, in order to bring to every customer

the right product at the right time, at the right price

Strategic marketing of Scrigno

“PRODUCT”:optimal inventory rooms

“PRICE”:rates management intended to maximize revenues

“PLACE”:optimise the distribution channels

“PROMOTION”:segmentation, marketing, CRM

BusinessStrategy

13

> optimal inventory roomsPRODUCTManaging the inventory of rooms to avoid the stock, the higher cost for a

business hotel

Managing overbooking atios based on the 3-year long time series of cancellations

Enter wash factors on your allotment, monitoring 3-year long time series

Strategic marketing of Scrigno

14

> Rates management intended to maximize revenuesPRICE

Ultra-segment the market rate and achieve the target mix rates /

quotas roomsMake sure the revenue strategies are put in place by the booking team

Adopt sales restrictions: open/close dates, minimum stay, sales priorities, and room sales targets

Strategic marketing of Scrigno

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> Optimise the sales in the all channelsPLACETo manage the intermediates: T.A., T.O., GDS, portals

Monitor the availability at the hotel, as well as of all the external channels: IDS, GDS, website, agencies, and if necessary to prevent sales to agencies conducting STOP SALE on a single agency, over a hotel or on the entire location

To manage the parity rate and the avaiability on the web portals thanks to a 2-way integrated channel manager

Scrigno’s Strategic marketing approach

16

> To promote the product at the right target segmentPROMOTIONTo do the marketing campaigns with the right instruments

Segment customers through preferences/ expenditure analysis, Launch email campaigns, Measure results.

Promote customers loyalty with an innovative guests welcoming tool facilitating up-sale of extra services

Strategic marketing of Scrigno

17

Some key features of Scrigno

18

> From the Booking Mask

of an hotel, you can have a

look the occupancy of the

other hotels of the chain

and eventually cross-sell

another hotel.

Cross selling and multi-hotel availability

Centralised multi-hotel booking

19

Monitoring sales on all channels

From the availability mask it is possible to control also electronic channels such as IDS and corporate BOL (if Scrigno’s channel manager and B2C modules are activated).

For IDS, just with a click it is possible to monitor for each portal: initial stock/residual rooms, published price/rate code, restrictions.

Integrated channel management system

20

A multi-hotel availability

mask allows to have a

look at the availability of

a number of hotels or of

the whole chain.

Multi-hotel availability

Central reservation capabilities : single image inventory

21

Allotment: detailed analysis and capability to insert a wash factor or stop sales

Once room blocks are re-allocated to direct sales through the wash factor, the availability mask displays to booking clerks only the remaining room blocks (only authorized managers will be able to view original blocks and residual stock).

Here it is possible a further intervention on the room block sales: authorized operators can take a “Stop sales” action, that prevents other bookings to be taken and hence other rooms to be picked up from the original stock.

Stop sales action can be taken at block /agency level, at hotel level or at destination level.

Automatic emails can be sent to accounts.

Advanced allotment management

22

Multi-level B.I. report generator

Scrigno features a powerful report generator, which represents a multi-dimensional business intelligence reporting tool allowing to dig Scrigno's underlying Oracle database according to multiple variables.

The database can be queried according to 3 dimensions:

- Actual- Forecast

-Booking pace (demand curve analysis through the incremental acquisition of bookings for a future period).

Mid-month forecasting reports can combine actual and on the books data in order to present a total month forecast.

Datawarehouse reporting

23

Mid-month forecasting reports : example

Datawarehouse reporting

24

> While you take a

reservation, you can have

a look: production

generated by the client in

the past (possibly in

different hotels in the

group), preferences,

correspondence in and

out to the customer (filed

into the multi hotel on line

repository)

CRM and marketing

Customer’s Knowledge

25

Integrated Marketing Automation

guest and key account

segmentation by multiple

variables

Creation of Market campaigns

Automatic emailing to all the

selected clients

Automatic registration of the

campaign in each guest and key

account profile

Automatic mapping of

campaign conversion rate

Integrated Marketing Automation

guest and key account

segmentation by multiple

variables

Creation of Market campaigns

Automatic emailing to all the

selected clients

Automatic registration of the

campaign in each guest and key

account profile

Automatic mapping of

campaign conversion rate

CRM and marketing

OnlineConcierge, exclusive guest welcome page

Innovative and fully integrated fidelisation tool and publishing service, presenting all the events available during the stay, facilitating up-selling of extra services

26

CRM and marketing

27

International Solutions

in the key areas

of online sales and back office

28

GP Dati e FastBooking: not a simple interface

A partnership between 2 leading companies in their market segments, who decided to join efforts for offering to the market a Una partnership tra 2 aziende leader nei rispettivi mercati, che hanno deciso di unire le proprie forze per offrire al mercato una global solution able to integrate:

A world-leading system for hotel online distribution and web marketing

A state of the art ERP for the hotel industry, entirely web-based and on Oracle technologies

Thanks to the integration, we can now propose a joint solution spanning from online promotion and web sales, to revenue management to CRM, up to hotel property management system.

29

Scrigno - FastBooking WBE: 2 way interface

30

Microsoft Dynamics NAV – a world-leading ERP

More than 80,000 customers

More than 3,000 certified partners

More than 2,000 add-on solutions

More than 46 localized versions officially

Sold in over 150 countries

1,5 Million users

30

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Why choosing GP Dati?

GP Dati’s key added values

1.Custom development: GP Dati develops all its software applications in house, and our strenght is the availability to tailor our applications to the requirements of our major clients.

2.Success History: GP Dati has been for 30 years the leader in Italy for PMS and hospitality applications

3.Leisure market specific experience: Solid know-how in the leisure market segment, where GP Dati is the top player in Italy

4.Local Knowledge: 10-year long experience in serving large Croatian chains, such as Losinj Hotels and ArenaTurist

5.Local presence: GP Dati is supported by a strong local partner, Adacta Group, a leading player in the IT industry in the Croatia, Slovenia and Serbia

6.Proximity: GP Dati’s HQ in Venice are just is 2 hours drive away from Croatia and Slovenia

 

33

Thank you!

giuseppe.pellegrini@gpdati.com

hisham.razaq@gpdati.com

GP DatiHotel Service Spa

Via Paganello, 22/a30172 Mestre (VE)Tel. +39 041 5330260Fax +39 041 5330150

www.gpdati.com

sales-marketing@gpdati.com