The partnership is based on a bundling of software and online marketing tools that together provide a seamless, fully integrated CRM solution. They call it �VIPLogic.� 

According to Erik Nylen, managing director of HTS, it�s a perfect marriage of technologies. 

HTS has developed a powerful, yet easy to use, property-based application called �HTS Guest Logic.� It allows hotels to better manage and utilize their guest databases in order to build more profitable relationships with their most important customers.  Guest Logic gives hotels the power to identify and recognize their most valuable customers, to learn more about customer preferences/behavior, and to utilize that information to better target customers for repeat business opportunities.

Digital Marketing is a database marketing services provider offering a Web-based campaign management program that allows hotels to transform this data intelligence into highly targeted, personalized direct mail messaging, with customized offers. The program, called �digitalVIP,� is hosted by Digital Marketing, is extremely user-friendly, and requires no additional equipment or technical expertise.
 

�Hotel managers are finding that their most important asset is not the property, but the customer,� says Nylen. �The returns provided through effective management of customer relationships are real and significant.�

Hospitality Technology Solutions Inc... a more innovative approach to information management.

VIPLogic offers a quick and inexpensive way to create highly targeted, personalized direct marketing campaigns that break through the direct mail clutter and connect. Campaigns can be initiated with just a few simple steps. 

1. Using the Guest Logic profiling tools, a target list of customers is identified�such as hotel guests who have stayed on weekends during first quarter over the past two years, and have booked shortly before their stay.  This list is easily uploaded to digitalVIP.
2. Working from a standard Web browser, a specific campaign and creative format are selected from a menu of options, complete with photos and descriptive copy of the property, and a personalized message/offer. 
3. Once approved online, Digital Marketing prints and mails the materials on behalf of the hotel. The customer receives a highly personalized offer that is relevant to their particular needs and desires. 
4. Guest Logic is then utilized to measure the success of the campaign.  

�VIPLogic offers a turnkey CRM solution that is unique to the hospitality industry,� says Nelson. �It allows hotel managers to do sophisticated one-to-one database marketing, without the cost and complexity often associated with CRM initiatives. For the hotel looking to increase response rates, repeat purchasing and lifetime customer value, VIPLogic is the answer.�

Research shows that the cost of acquiring a new customer is up to 10 times greater than the cost of retaining and developing an existing customer.  The VIPLogic solution offers hotel managers state-of-the-art CRM tools that were developed expressly for their business needs. And that provides a distinct advantage in competitive business environement.