The significance of a <a href="https://www.exploretech.io/search?entParam=All-q=CRS">Central Reservations System (CRS)&nbsp;</a> in the hospitality industry can not be overemphasized, as the vast majority of reservations and bookings today&nbsp;are made online.&nbsp;<img src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7">But what is hospitality CRS and how can it be used to increase the visibility of your property across multiple online channels, including <a href="https://www.cloudbeds.com/online-travel-agencies/best/">Online Travel Agencies (OTAs)</a>, Travel companies, metasearch engines, and <a href="https://www.exploretech.io/search?entParam=All-q=Global%20Distribution">Global Distribution Systems (GDS)?</a>&nbsp;Let's look at some of the features and advantages of hotel CRS. &nbsp;<h2>What is a Central Reservation System?</h2>&nbsp;Essentially a&nbsp;<a href="https://www.exploretech.io/search?entParam=All-q=CRS">CRS</a> is an automated system that links to many networks from a single location to store, distribute, and disseminate information on hotels, resorts, and other accommodation facilities to the online community.&nbsp;Whenever a booking is made, or rates are updated, the <a href="https://www.exploretech.io/search?entParam=All-q=CRS">CRS</a> updates the hotel's rates and availability across all channels. Call center and remote reservation agents can generate and amend reservations using the<a href="https://www.exploretech.io/search?entParam=All-q=CRS"> CRS </a>from a single location.&nbsp;To prevent overbooking hotel rooms across channels, ensuring that the booking engine and <a href="https://www.exploretech.io/search?entParam=All-q=channel%20manager">channel manager </a>come with or at least easily interact with your <a href="https://www.exploretech.io/search?entParam=All-q=CRS">CRS</a> is beneficial.&nbsp;The <a href="https://www.exploretech.io/search?entParam=All-q=CRS">CRS</a> sends updated hotel reservation data to both your website and third-party channels like the GDS or&nbsp;OTAs after a hotel room is reserved on the hotel website. The <a href="https://www.exploretech.io/search?entParam=All-q=CRS">CRS </a>then shares this information with the <a href="https://www.exploretech.io/search?entParam=All-q=property%20management%20system">Property Management System (PMS).</a>&nbsp;It's crucial to understand that the<a href="https://www.exploretech.io/search?entParam=All-q=CRS"> CRS </a>is not the sole source of truth for visitor profiles, nor is it the single repository for room inventories. These tasks are allocated to your <a href="https://www.exploretech.io/search?entParam=All-q=CRM">Customer Relationship Management (CRM)</a> software and PMS, respectively. &nbsp;&nbsp;&nbsp;<h2>6 Benefits of a CRS</h2>&nbsp;A hotelier may take advantage of many benefits of using a CRS. The CRS resembles a worldwide distribution hub in that it keeps track of hotel rates and availability to make it more readily available to internet channels like OTAs and travel agencies.&nbsp;&nbsp;But what are some of the other advantages of a CRS? Let’s dive in and explore how a CRS enhances customer interactions, synchronizes data, boosts adaptability and efficiency, conserves time and resources, manages reservations, and simplifies payment.&nbsp;&nbsp;&nbsp;<h3>1. Enhance &amp;&nbsp;Personalise&nbsp;Guest Relationships</h3>&nbsp;The hospitality industry thrives by offering high-quality services and developing enduring relationships with clients, as a &nbsp;satisfied consumer is more likely to&nbsp;generate recommendations and additional sales.&nbsp;&nbsp;A CRS aids in developing long-lasting partnerships by analyzing the purchasing trends of guests&nbsp;and capturing pertinent data to understand their behavior better.&nbsp;&nbsp;Information collected through the CRS allows hoteliers to&nbsp;offer more individualized services tailored to the likes&nbsp;and requirements&nbsp;of guests and enhance the overall guest experience.&nbsp; &nbsp;<h3>&nbsp;2. Synchronize Information</h3>&nbsp;A CRS's ability to gather hotel data, such as available rooms, rates, and inventory, and make it accessible on a global scale via numerous channels&nbsp;is one of its main advantages.&nbsp;Any computer, and sometimes tablets or phones, used within the business, can be employed by hotel management to access data and make the necessary adjustments. Additionally, real-time data on room pricing and occupancy levels are available.&nbsp;&nbsp;For instance, if a customer reserve a room, the system will change the status to ensure that other guests cannot make the same booking. Thanks to synchronized data, customers can also use a time-saving search tool to narrow their preferences based on dates, locations, and accommodation types.&nbsp;Additionally, the online booking system lets guests benefit from extras and special offers like meal discounts and airport transfers. &nbsp;<h3>&nbsp;3.&nbsp;&nbsp;&nbsp;&nbsp; Increase Flexibility &amp; Efficiency</h3>&nbsp;Hoteliers must adapt to changing market trends by adjusting their policies, procedures and pricing strategies. A well-suited CRS will go a long way to increasing flexibility by adopting new rates and practices according to corresponding marketing conditions.&nbsp;&nbsp;As the global hospitality market is not uniform, hoteliers can change various room rates, and the booking website will always reflect the latest prices. Apart from occupancy rates, commission and cost of distribution resources can also be adjusted depending on market fluctuations.&nbsp;A CRS also allows multi-channel marketing strategies to boost online presence and increase bookings.&nbsp;&nbsp;All traffic from third-party distribution channels and OTAs&nbsp;will be directed to the particular booking engine. Therefore, if a CRS is linked to the hotel website, one can provide relevant information such as room availability, price comparisons, and other helpful and persuasive resources. &nbsp;<h3>4.&nbsp;&nbsp;&nbsp;&nbsp; Save Time &amp; Money</h3>&nbsp;Before hotel booking system software became the norm, hoteliers required additional front-office staff to take care of reservations and data management.&nbsp;&nbsp;During busy seasons, hotel managers needed to employ extra staff to assist with check-ins and booking requests. With the rise of reservation systems synchronizing with distribution systems, the burden on hotel management is eased.&nbsp;Not only does reducing the need for additional front-office staff contribute to lower operational costs, but implementing an effective CRS means that staff will be able to devote more time to other customer needs.&nbsp;Furthermore, by employing a CRS, hotels can update room availability and pricing structures on all distribution channels via a single integrated system across their entire portfolio.&nbsp; &nbsp;<h3>5.&nbsp;&nbsp;&nbsp;&nbsp; Reduce Booking Errors</h3>&nbsp;A CRS ensures real-time connectivity between various distribution channels, reducing booking errors, making the reservation process more efficient, and ensuring a seamless experience.&nbsp;From booking hotel rooms to tables and rental cars, a CRS empowers travelers to book months in advance without the fear of mixing up reservations.&nbsp;&nbsp;A CRS seamlessly distributes all inventories to the OTAs and channel managers, leaving no scope for errors. &nbsp;<h3>6.&nbsp;&nbsp;&nbsp;&nbsp; Ensure Ease of Use &amp; Secure Payment</h3>&nbsp;A CRS is compatible with various distribution and property management systems, allowing hoteliers to streamline information more efficiently without needing to find new distribution systems.&nbsp;&nbsp;A CRS also provides a user-friendly interface for hotel staff, which enables guests to easily navigate the booking process, and hotel staff can access or update information with minimal effort via the platform.&nbsp;Multiple hotels can also run separate reservation systems and integrate them into a CRS to monitor business activities.&nbsp;&nbsp;&nbsp;Furthermore, visitors who make their bookings via the CRS will enjoy data security, meaning that guests have no reason to be concerned about sharing confidential information as they can access various secure payment options. &nbsp;<h2>What is the Difference Between A Channel Manager &amp; CRS?</h2>&nbsp;Although a <a href="https://www.exploretech.io/search?entParam=All-q=channel%20manager">Channel Manager (CM)</a> and CRS essentially perform the same function regarding the distribution of rates and availability, this is what CMs focus on as core functionality. A CRS, on the other hand, has far more functions and functionality.&nbsp;&nbsp;Essentially, a CRS operates as the booking engine for direct hotel bookings, the <a href="https://www.exploretech.io/product/GuestCentric-Hotel-Global-Distribution-System">Global Distribution System (GDS)</a> for corporate reservations, and a platform for offline bookings via smart devices.&nbsp;&nbsp;Further to this, the CRS also acts as the system of record for all booking channels in terms of accuracy of availability, rates, and inventory (ARI). &nbsp;<h3>Dive into ExploreTECH to find the best CRS for your hotel</h3>&nbsp;A Central Reservation System allows hotels to manage inventory and rates in real time so that reservations and related processes can be managed more efficiently.&nbsp;With the extensive range of CRS systems and Integrations available to the hospitality industry, ExploreTECH digital marketplace allows users to explore and compare various solutions in the market side by side, to make an informed purchasing decision of the best-suited technology to their unique hotel requirements.&nbsp;&nbsp;Each CRS solution provider has particular benefits and features, so it is worth investigating and comparing them all via <a href="https://exploretech.io/en/category/subcategory/revenue-management-system-rms">ExploreTECH.io.</a>&nbsp;

Boost Hotel Efficiency with a Central Reservation System (CRS)

Adopting technology solutions within the hospitality industry allows hotels to reach a broader audience and enhance the overall customer experience on multiple levels. Disruptive technological advancements have made collecting user feedback with accurate <a href="https://en.wikipedia.org/wiki/Behavioral_analytics">behavioral analytics</a> while promoting hotel services easier. At the same time, it enables hotel managers and owners to connect with their staff and control internal processes straightforwardly and efficiently.&nbsp;Through digital transformation, hoteliers can synchronize all operational tasks by employing out-of-the-box Hotel Management Systems (HMS).&nbsp;Simply put, a hotel management system is an end-to-end digital solution that automates hotels and their operations. HMS are offered as packages that include all operations from the front desk to the back office, including hotel booking, &nbsp;billing and invoicing, marketing, sales, HR , data analytics, and more.&nbsp;These solutions all assist in boosting the guest experience, streamlining workflows, reducing costs, and eliminating human error.&nbsp;&nbsp;<h2>5 Disruptive Hotel Technology Trends</h2>&nbsp;&nbsp;<h3>1. Personalized Guest Experience&nbsp;</h3>&nbsp;A more personalized guest experience is made possible through mobile guest applications and responsive websites that offer guests numerous customized hotel options. These could include options such as baby cribs, specific drinks in the mini bar, extra pillows, and many more.&nbsp;&nbsp;<a href="https://en.wikipedia.org/wiki/Big_data">Big Data </a>makes providing a personalized experience that much easier.&nbsp;Each time customers or potential customers log on via their social media accounts, hotel management is given access to certain personal information, including their likes and dislikes, how many children they have and where they spent their last vacation. This makes it possible to personalize hotel stays based on guest preferences.&nbsp;&nbsp;Effective guest apps and websites are also able to collect, analyze and transfer user data to hotel management systems. Depending on budget and particular preference, hotels can choose standard solutions or develop custom software that best suits their individual needs.&nbsp;<h3>2. Contactless Payments</h3>&nbsp;In recent years, contactless payment methods throughout the hospitality industry have increased in popularity, as they not only embrace some of the most cutting-edge technology but also provide guests with a more user-friendly experience.&nbsp;&nbsp;As the name suggests, contactless transactions allow users to avoid using cash or the physical implementation of credit cards. Instead, they rely on wireless methods such as <a href="https://en.wikipedia.org/wiki/Radio-frequency_identification">Radio-frequency Identification</a> (RFID) technology.&nbsp;&nbsp;As there is no need to transmit user information to the point of sale (POS) terminal, contactless technology&nbsp;offers a more secure payment option. The data transmitted during a contactless payment is encrypted, making counterfeiting near impossible.&nbsp;&nbsp;<h3>3. Mobile Applications</h3>&nbsp;Guests and customers make use of mobile apps on a daily basis in order to make reservations, find deals, read reviews, and find places to spend their money. To be successful, the businesses vying for those customers must also use apps to their advantage.&nbsp;The hospitality industry, in particular, is uniquely positioned to use apps to streamline operations, provide ongoing communication with customers, and act as a tool for maintaining relationships without relying on traditional correspondence methods.&nbsp;<h3>4. Artificial Intelligence</h3>&nbsp;Providing swift and effective customer service at an affordable rate is one of the hospitality industry's main challenges. <a href="https://en.wikipedia.org/wiki/Artificial_intelligence">Artificial Intelligence (AI)</a> aims to alleviate this problem by addressing customers' concerns and inquiries at any time of the day or night. Chatbots and smart assistants have been widely adopted in the retail industry but are a relatively new phenomenon within the hospitality sector.&nbsp;Amongst other things, AI technology lets guests control room functions such as cooling or heating the room, closing blinds, turning on music, etc., via voice commands.&nbsp;More advanced smart rooms are even capable of learning customer behavior via <a href="https://en.wikipedia.org/wiki/Machine_learning">machine learning</a> and the Internet of Things (IoT) data and automatically adjust the environment accordingly.&nbsp;<h3>5. Virtual Reality</h3>&nbsp;Although <a href="https://en.wikipedia.org/wiki/Virtual_reality">Virtual Reality (VR)</a> is still primarily utilized in gaming and entertainment, it is becoming increasingly applicable to the hospitality industry.&nbsp;A number of tourism- and hospitality-related firms have already adopted this technology in some form or another.&nbsp;An example would be using VR to upgrade their current website content and encourage potential visitors or travelers to engage with the service provider. Several hospitality companies now realize that it is not sufficient to present generic information to be original in using the company website as a marketing tool.&nbsp;Hoteliers can deliver helpful information by inviting their audience into immersive virtual experiences. For example, customers can experience a virtual walk-through of a hotel or visit their room before booking. In addition, VR tours allow visitors to explore nearby attractions and historical places in full color, shape, and sound.&nbsp;<h2>Dive into ExploreTECH for more about the latest disruptive hospitality technologies</h2>&nbsp;With a commitment to driving digital transformation throughout the MEA's hospitality and travel sector, ExploreTECH presents a user-friendly, bilingual digital marketplace that connects industry professionals and decision-makers with leading technology and solutions providers to learn more about the latest innovative solutions, develop advanced digital strategies and procure suitable technology to propel their businesses into the future.&nbsp;Since its inception in February 2022, ExploreTECH has experienced rapid growth and significant success, securing its position as the leading digital marketplace where hospitality, travel, and technology meet to discover limitless opportunities of the digital age.

Disruptive Trends & the Future of Hospitality

<a href="https://exploretech.io/en/category/subcategory/customer-relationship-management-system-crm">Hotel Customer Relationship Management (CRM) </a>involves the implementation of a software solution to build and strengthen customer relationships, generate quality leads, and boost sales in the hospitality industry.&nbsp;Customer service is an essential aspect of the hospitality industry. One can even go as far as to say that customer service forms the core of an industry that relies on guest satisfaction for its success.&nbsp;&nbsp;<a href="https://www.techtarget.com/searchcustomerexperience/tip/Understanding-the-3-types-of-CRM-systems">The three types of CRM systems</a> include&nbsp;operational, analytical and collaborative, each of which plays&nbsp;a significant role in ensuring a positive guest experience. It enables hotels to automate and streamline their efforts to promote clear communication and customer loyalty.&nbsp;&nbsp;&nbsp;<h2>Benefits of Hotel CRM Software</h2>&nbsp;Let’s take a look at some of the benefits of CRM software in the hospitality industry.&nbsp;<h3>Track Occupancy</h3>&nbsp;With the help of a CRM room occupancy tracking feature, hotels can avoid inevitable human errors, such as accidental double bookings.&nbsp;&nbsp;<h3>Centralized Database&nbsp;</h3>&nbsp;A CRM provides a centralized database where authorized users can access relevant guest information, which marketing and sales teams can use to re-target customers and invite them back.&nbsp;<h3>Boost Customer Engagement</h3>&nbsp;With a CRM system, guests can be contacted and engaged with information about offers or events during their stay. Guests can also provide feedback via a simple form or phone call, thereby enhancing customer experience and making them feel valued.&nbsp;<h3>Enhance Customer Loyalty</h3>&nbsp;CRM software helps hotels earn customer loyalty. CRM features, like real-time reporting, personalized notifications, and communications based on customer purchase history, make it easier to upsell and cross-sell.&nbsp;<h3>Boost Conversions</h3>&nbsp;A hotel CRM provides you with the status of a customer or a prospect in the buyer journey, and this helps a sales representative to understand the journey and then pitch accordingly. For example, suppose a potential customer has asked for an offer for their birthday. In that case, the sales representatives can use this information to pitch a customized package to that guest during that time, thereby increasing sales.&nbsp;&nbsp;<h3>Increased Efficiency</h3>&nbsp;A hospitality CRM helps the marketing, customer service, and sales team collaborate efficiently. It also allows hotel managers to delegate and assign work, avoiding miscommunication and confusion.<h3>&nbsp;</h3><h3>Automated Communication</h3>&nbsp;Hospitality CRM software enables you to distribute automated communication related to personalized offers, birthday or anniversary wishes, or sending out feedback forms after check-out.<h2>&nbsp;</h2>&nbsp;<h2>The Impact of CRM Systems on the Hospitality Industry</h2>&nbsp;&nbsp;There are a few critical areas where CRM software can significantly impact the hospitality industry.&nbsp;<h3>Customer Communication</h3>&nbsp;One of the most prevalent uses of CRM software in the hospitality industry is maintaining good communication with leads and customers.&nbsp;&nbsp;Although this is not an invitation to engage in a constant barrage of spam emails, hospitality, and travel professionals can employ customer data and marketing automation to send customers curated information they might find helpful and interesting.&nbsp;&nbsp;&nbsp;Examples of these communications include quarterly updates with relevant news, personalized tips, and hotel promotions.&nbsp;&nbsp;On its most basic level, CRM software simplifies the process of scheduling and distributing effective reminders that will increase brand awareness of a hotel year-round.&nbsp;<h3>Leveraging Data</h3>&nbsp;The variety of information hotels can leverage with CRM software is endless, and much of it can be used to communicate more effectively and provide better service to regular customers and potential guests.&nbsp;&nbsp;Hotel and hospitality managers should pay close attention to information such as purchase history, past interactions with your branded content, or even offers that have been viewed but not purchased.&nbsp;&nbsp;The more this data is leveraged, the easier it is to create personalized guest communications to continue conversations, generate consistent interest in a property, and keep guests coming back. This is especially true if one sends well-timed exclusive deals or promotions to your most loyal patrons.&nbsp;<h3>Streamline Backend Processes&nbsp;</h3>&nbsp;Hotels can better categorize numerous essential processes that affect customer satisfaction by using the data stored within the CRM platform.&nbsp;By connecting CRM software with an ERP (Enterprise Resource Planning) system, hotel management can combine data insights from various departments to create a streamlined, cost-effective process of communicating with customers and delivering optimal products and services.<h2>&nbsp;</h2><h2>Dive into ExploreTECH to find the best RMS for your hotel</h2>&nbsp;With the extensive range of CRM systems and Integrations available to the travel and hospitality industry, the ExploreTECH marketplace allows users to explore and review the various solutions available to them, and discover the technology that best suits their unique requirements.&nbsp;&nbsp;Each CRM solution provider has particular benefits and features, so it is worth investigating and comparing them all via the <a href="https://exploretech.io/en/category/subcategory/revenue-management-system-rms">ExploreTECH.io platform.</a>

The Impact of Hotel CRM on Customer Loyalty

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BWH Hotels Scandinavia has chosen&nbsp;<a href="mailto:https://www.exploretech.io/en/vendor/pace-revenue" style="color: rgb(149, 79, 114); text-decoration: underline;">FLYR for Hospitality</a>&nbsp;as its preferred Revenue Management System (RMS), according to an announcement by&nbsp;<a href="mailto:https://www.exploretech.io/en/vendor/pace-revenue" style="color: rgb(149, 79, 114); text-decoration: underline;">FLYR</a>, the AI-powered travel technology platform. This decision is part of BWH Hotels Scandinavia's strategy to enhance its centralized revenue management capabilities for its 56 properties in Scandinavia, including Best Western Hotels &amp; Resorts (BWHR), Worldhotels, and Sure Hotels, enabling accelerated growth.<o:p></o:p><o:p>&nbsp;</o:p>Sivapol Pipatanangura, Director of Revenue Services at BWH Hotels Scandinavia, stated, "Our goal is to excel in Revenue Management and become the top-performing chain in Scandinavia.&nbsp;<a href="mailto:https://www.exploretech.io/en/vendor/pace-revenue" style="color: rgb(149, 79, 114); text-decoration: underline;">FLYR</a>&nbsp;aligns perfectly with our objectives, emphasizing data-driven decisions and offering an intuitive UI. This partnership allows us to scale our business more efficiently."<o:p></o:p><o:p>&nbsp;</o:p><a href="mailto:https://www.exploretech.io/en/vendor/pace-revenue" style="color: rgb(149, 79, 114); text-decoration: underline;">FLYR</a>'s AI-driven revenue management system will empower BWH Hotels Scandinavia's Revenue Center with advanced decision intelligence, performance analysis, dynamic pricing recommendations, automation, and forecasting capabilities. The implementation will occur gradually across the 56 properties, ensuring a smooth transition and bringing benefits such as improved revenue performance, streamlined operations, and enhanced operational efficiency.<o:p></o:p><o:p>&nbsp;</o:p>Jens Munch, CEO and co-founder of&nbsp;<a href="mailto:https://www.exploretech.io/en/vendor/pace-revenue" style="color: rgb(149, 79, 114); text-decoration: underline;">FLYR</a>&nbsp;for Hospitality, expressed excitement about contributing to BWH's journey toward increased profitability in the evolving hospitality landscape, emphasizing their commitment to helping customers future-proof their businesses with modern revenue management systems.<o:p></o:p><o:p>&nbsp;</o:p>BWH Hotels, originating from the legacy of Best Western Hotels &amp; Resorts, boasts over 70 years of expertise. The group, formed after BWHR's acquisition of Worldhotels, offers a diverse range of options while preserving each brand's distinct identity.<o:p></o:p><o:p>&nbsp;</o:p>The collaboration between BWH Hotels Scandinavia and&nbsp;<a href="mailto:https://www.exploretech.io/en/vendor/pace-revenue" style="color: rgb(149, 79, 114); text-decoration: underline;">FLYR</a>&nbsp;aims to shape the future of hotel revenue management, aligning with&nbsp;<a href="mailto:https://www.exploretech.io/en/vendor/pace-revenue" style="color: rgb(149, 79, 114); text-decoration: underline;">FLYR</a>'s mission to assist travel businesses worldwide with accurate forecasting, automation, and analytics for improved revenue performance and a modernized e-commerce experience. <img 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data-filename="FLYR Logo.jpeg" style="width: 200px;"> <o:p></o:p>

FLYR Chosen as Preferred Revenue Management System by BWH Hotels Scandinavia

Munich, November 2023&nbsp;–&nbsp;dailypoint™, the leading data management and CRM platform for the hospitality industry in Europe and a member of the Oracle PartnerNetwork (OPN), today announced that it has completed its integration with Oracle Simphony POS. Complementing the integration with&nbsp;<a href="https://www.oracle.com/hospitality/integration-platform/" rel="noopener noreferrer" target="_blank" style="color: rgb(235, 115, 30); background-color: transparent;">Oracle Hospitality Integration Platform</a>&nbsp;(OHIP), hoteliers have extensive opportunities to use the dailypoint Loyalty Module at the point-of-sale. “This integration aims to connect the Oracle POS system, one of the leading point-of-sale tools, with the dailypointTM&nbsp;Loyalty Module and its central guest profile. The integration allows points to be earned, points to be redeemed, coupons to be used and discounts to be automatically assigned to the guest based on their membership status. “Loyalty programs often end with integration into the PMS, but outlets in particular can benefit massively. With the integration of dailypoint and Simphony, hotels can offer their guests a completely new level of service in a fully automated way,” says Dr Michael Toedt, CEO and founder of dailypoint. Direct access to the central guest profile also provides access to important regular guest data such as preferences, purchase history or incompatibilities.The interface is part of the&nbsp;dailypoint Marketplace and Integration Platform&nbsp;and can be used in all dailypoint modules and connected systems, with a focus on integrating with the dailypoint&nbsp;Loyalty module:<ul><li>Through the POS system, hotels can check if the guest already exists in the system and is a member of the in-house loyalty program.</li><li>Loyalty points can be retrieved and used for payment.</li><li>Orders and sales are stored in the member’s history in dailypoint.</li><li>&nbsp;Loyalty points can be assigned automatically based on various rules such as membership status, etc.</li><li>Status-based discounts can be applied automatically.</li></ul> The integration can be extended at any time, e.g. by integrating a loyalty app, such as the&nbsp;<a href="https://neorcha.com/" rel="noopener noreferrer" target="_blank" style="color: rgb(235, 115, 30); background-color: transparent;">Neorcha</a>&nbsp;smartphone app, which is based on dailypoint’s loyalty module.