he event attracted close to 50 professionals from across the industry, including representatives from operators and suppliers. “Customer information integration is the next big thing that is going to happen in our industry,” said GSA’s Protocol Director Ethan Tower. “As the economic recovery continues, our customers will be asking more of us, and this is how we will deliver on our promises. I challenge everyone here to stay engaged in the evolution.”
The meeting marked the beginning of a coordinated standards development effort, in which GSA and HTNG started discussions on how to integrate customer information across a variety of hotel and gaming systems. The objective is to enable existing systems to communicate in order to provide a seamless and fully integrated profile of each customer from across the entire operation based on frequency and time of visits, guest preferences, and spending and gambling patterns. Systems within the project scope include Property Management, Point-of-Sale, Player Tracking, Spa, Concierge, Show Ticketing, and other activities systems.
The effort will build upon and expand successful past efforts by GSA and HTNG in their respective arenas. “We look forward to working with HTNG on developing a standard that will allow casinos to create a ‘total customer view’ that will enable them to provide an even higher level of service to their guests. The next few months will be very exciting indeed,” said GSA President Peter DeRaedt.