glh Hotels has chosen Infor EzRMS to be deployed throughout its 18 properties in the U.K. The application will enable a data-based, total revenue management approach, spanning more than 5,000 bedrooms and 120 meeting rooms.
Infor EzRMS revenue optimization technology will help enable glh to forecast demand and set pricing controls based on customer behaviors amid shifting consumer demand, according to the company. It will also be used in conjunction with a range of marketing campaigns throughout 2021 to deliver a rapid analysis of successful marketing.
Infor EzRMS is set to replace an incumbent solution that cannot support a total revenue management strategy. Following a thorough review of the market, Infor EzRMS was chosen because it offered capabilities to integrate all revenues including bedroom, food & beverage, and meeting and events revenue, as well as strong real-time reporting, forecasting, and revenue optimization models. Local customer support and the ability of Infor to implement applications remotely were also key factors in the decision.
The glh portfolio of brands includes the Clermont, Hard Rock Hotel London, Guoman, Thistle, and Thistle Express. The application rollout completion is expected by the end of summer 2021.