Hospitality software company Guestline has cemented its continued growth in London with the signing of New Road Hotel in London, a new boutique set to open in December.
The business, which celebrates its 25th anniversary this year, is now present in 20 countries across five continents worldwide, and has now strengthened its position in the capital with the 80-bedroom New Road Hotel.
The property, owned by Marco Pierre White and operated by Black and White Hospitality, will be using Rezlynx, Guestline’s property management system.
Housed in a former textile factory, the hotel will offer a range of room options including warehouse and loft accommodation, with some of those featuring terraces and hot tubs. Each room has exposed brick walls and large windows.
Joost de Kruiff, general manager, New Road Hotel commented: “We appointed Guestline as we were impressed with the high level of experience and knowledge from the team. Their software is now at the very heart of our business and will play a fundamental role in delivering operational success.”
The news comes at an exciting period of expansion for Guestline. Having strengthened its senior team and expanded its geographic reach over the last few months, Guestline has also introduced a new series of technology solutions and strategic partnerships.
All the investments have been made in a bid to better respond to the changing demands of the guest and the ever-evolving consumer landscape.
Guestline first launched its cloud-based system 15 years ago and told Boutique Hotelier that it is now designing the ‘next generation’ of booking engine.
“We look closely at the customer journey and use data to create a strong picture of a customer,” Rupert Gutterridge, sales and marketing director, tells BH. “We can then tailor booking journeys and target certain segments using this knowledge.
“An increase in demand is driving more direct business, and we work to ensure hotels get the right business.”
In May this year, Guestline released the latest free upgrade to Rezlynx, its cloud-hosted property management system. The new system is designed to arm hoteliers with new revenue driving tools, facilitate better customer insight and deliver greater operational efficiencies.
In addition, the company also announced the introduction of the new Guestline Labs initiative, which is designed to offer a technical resource for client-focused product development.
Andrew Metcalfe, chief technology officer, Guestline, commented: “It’s an exciting time for Guestline as we undertake continued investment in our expansion across key regions of the world. The London hotel market is growing and vibrant so securing a greater presence in the capital is key to achieving our ambitions for growth.”