"MICROS is pleased to have Digital Alchemy become a Certified Business Partner of MICROS.  Our hotel property management customers will now have the ability to utilize Digital Alchemy's email-based marketing and reporting tools to enhance their marketing efforts,� said MICROS Systems, Inc.�s vice president, officer, business development, Peter J. Rogers, Jr.

�The Digital Alchemy CRM interface allows MICROS Fidelio hotel front office system users to easily mine their system data to compile guest information for valuable one-to-one marketing programs and service initiatives,� said Digital Alchemy president Don Hay.  �Digital Alchemy gives MICROS hotel front office system users a powerful extension of their systems� capability by providing automatic access to that information.  They can then use it to build broadcast marketing lists and targeted email messages that generate revenue and create brand recognition. Our Data2Gold e-Relationship Manager^SM gathers and uses front office system data to create and email HTML reservation confirmations, pre-visit activity suggestions with property photos and hotel messaging, and �thank you� notes with click-through on-line guest comment cards.  Digital Alchemy also extracts information from MICROS hotel front office system databases to generate a wide variety of user-configurable performance reports to help MICROS Fidelio properties reach their sales and marketing goals.�

Technology for Building Repeat Business, Brand Awareness

Digital Alchemy�s Data2Gold e-Relationship suite of applications is already employed by many MICROS Fidelio front office system users to reduce cancellations and keep guest revenue on property.  The suite�s five modules Full House^SM, QuickSilver Data Wizard^SM, E-Blast Manager^SM, Online Comment Cards, and e-Relationship^SM interface with MICROS Fidelio, Opera, and Jaguar front office systems to capture specific guest stay and amenity preference information to drive guest marketing programs and build brand awareness. 

Full House^SM builds hotel occupancy in non-peak seasons by sending targeted email marketing messages to previous guests at the times they are most likely to be interested in receiving them.  Full House taps guest information from a hotel�s front office system, such as how far in advance guests booked their previous visits, how much they paid, the days of the week they traveled and stayed, and uses the information to determine the best offer to send and when to send it.  Unlike email �spam,� Full House sends emails only when guests are likely to be receptive.

The QuickSilver Data Wizard^SM extracts valuable guest information from a file, generates reports and delivers them immediately by email to a hotel�s management team.  Specialized reports include:  guest demographics, guest email addresses, accurate Average Daily Rate (ADR), VIP and frequent-stay demographics, arriving/departing VIP, travel agent performance, and other standard and customized reports.

Digital Alchemy�s E-Blast Manager^SM enables hotel management to precisely control email marketing distribution.  The E-Blast module uses email addresses extracted from the FRONT OFFICE SYSTEM and other sources to keep guests informed about hotel activities and invite them back to the property.  Email promotions can be targeted based on geographic and demographic characteristics, known guest preferences, and other specialized criteria.  Emails to customers with existing reservations may be suppressed by the property to maintain rate integrity.

The Online Comment Card module is at the heart of what Data2Gold e-Relationship Manager^SM is all about � hoteliers using technology to solidify customer relationships and forge guest loyalty.  This module provides guests the ability to conveniently give feedback within a 24 to 48 hour period after checkout enabling hotels to establish greater personal contact with guests to win repeat business.  Further, the system allows managers instant access to individual guest responses giving them the ability to take immediate action, and creates monthly management reports analyzing and summarizing guest comments, assigning scores based on favorable or unfavorable comments. 

e-Relationship enables property management companies and individual hotels to create customer relationship management initiatives by using attractive HTML format emails to affordably establish one-on-one personalized relationships with guests through pre-stay emails, confirmations with marketing messages, email folios, and email guest comment cards.  Pre-stay emails and confirmations that typically include pictures, information about on-property activities and location-specific events, maps, and weather -- all of which serve to reinforce a guest�s property decision, enhance the hotel�s brand recognition, and generate revenue. 

Established Technology Leadership

Digital Alchemy, based in Fort Worth, Texas, has been providing database marketing and data mining tools to hospitality clients since 2000.  To better serve its wide user base, Digital Alchemy has developed interfaces to 15 property management systems and supplies CRM and email marketing technology to hotels carrying flags from Hilton, Cendant, Carlson Hospitality, Intercontinental Hotels Group, Starwood, and others.

About MICROS Systems, Inc. 
MICROS Systems, Inc. provides enterprise applications for the hospitality industry worldwide. Over 135,000 MICROS systems are currently installed in table and quick service restaurants, hotels, motels, casinos, and leisure and entertainment operations in more than 130 countries. MICROS provides property management systems and central reservation and customer information solutions under the brand MICROS-Fidelio for more than 15,000 hotels worldwide. MICROS stock is traded through NASDAQ under the symbol MCRS. 

For more information on MICROS and its advanced information technology solutions for the hospitality industry, please contact Louise Casamento, Director of Marketing at (443) 285-8144 or (800) 638-0985. You can also visit the MICROS website at www.micros.com or send an email to [email protected].

About Digital Alchemy
With extensive experience in the hospitality industry, Digital Alchemy�s team of experts understands the need of hotel management companies and independent hotels for powerful, cost-effective software solutions that improve customer relationships, boost occupancy and drive revenue.  The company�s Data2Gold e-Relationship Manager, with five modules, provides an unmatched range of advanced email-based CRM capabilities that increase the effectiveness of hoteliers� marketing programs.  Digital Alchemy�s rapidly expanding customer base includes widely known independent hotels and resorts as well as many Holiday Inn, Radisson, Embassy Suites, Sheraton, Westin, Doubletree, Ramada Inn, Travelodge and Sheraton Four Points hotels.  Digital Alchemy may be accessed via the Internet at http://data2gold.com, and Data2Gold e-Relationship email samples may be viewed at http://data2gold.com/samples.  For further information contact Kathryn McGrath at (817) 249-0757 or via e-mail:  [email protected].  At HITEC stop by the MICROS booth, # 1002, or call (817) 300-2536 on the show floor.