Previously subcontracted to a third-party vendor, the new Prime-owned and operated reservations center will not only handle reservations via telephone, but will also service guests through the Prime branded websites and other Internet distribution channels. It will also allow Prime to manage its own data and relationships on all Global Distribution Systems (GDSs), the electronic networks used by travel agencies.

"Quality customer service has always been a hallmark of our company, and this new reservations center will bring an enhanced level of convenience and satisfaction to our guests," stated A.F. Petrocelli, Chairman and CEO. "I am also pleased to say that we've created 62 new jobs in Essex County, with expectations for additional growth in the future," he added.

Prime has invested more than $5 million in technology and facilities in creating the center, including the Xenon(TM) CRS Enterprise reservations system, a Hotel Data Systems product. Xenon CRS also offers advanced measurement tools and supports sophisticated customer relationship management (CRM) initiatives, such as the Prime Rewards frequent customer loyalty program.  It will also power AmeriSuites' and Wellesley Inns & Suites' websites.

"With nearly 250 properties in our portfolio, this is an opportune time to develop and operate our own proprietary reservations system," observed DJ Vallauri, Prime's Vice President of E-Commerce. "The return on investment will be improved service quality and response time, real-time synchronization of room inventory between the central reservation system and our hotels, and the ability to undertake strategic customer relationship management programs."

Prime Hospitality Corp., one of the nation's premiere lodging companies, owns, manages, develops and franchises 240 hotels throughout the United States.  The Company owns and operates two proprietary brands, AmeriSuites(R) (all-suites) and Wellesley Inns & Suites(R) (limited-service). Also within Prime's portfolio are owned and/or managed hotels operated under franchise agreements with national hotel chains including Hilton, Radisson, Sheraton, Holiday Inn and Ramada.