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Saudi hotels turn to tech for loyalty

Global hotel technology specialist SHR has teamed up with Saudico Electronic Systems, one of Saudi Arabia’s top Oracle Hospitality providers, to elevate customer loyalty programmes across the kingdom’s hotel sector, where hotel loyalty programmes are not widely adopted.

The move is designed to counter a reliance on OTAs for hotel bookings, and a scarcity of direct bookings despite high levels of repeat business.

Saudico has brought in SHR to provide a suite of advanced software solutions, with a particular focus on enhancing loyalty programme capabilities.

These include SHR’s Central Reservations System (CRS), Customer Relationship Management (CRM) tools for personalised guest communications, and Revenue Management System (RMS) for pricing strategies.

The two partners said the alliance will offer “a comprehensive…