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Hospitality Profile and Loyalty Management

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Introduction

The Profile Management APIs are used to synchronize Guest, Booker, Company, and Commissionable Accounts for Travel Agency profiles from a 3rd party system such as a CRM to the SynXis platform.  Once the profiles are stored in SynXis, they can be included in reservations and delivered to a PMS, CRM, or Data Warehouse.

Most hotel chains that utilize a CRM choose to manage Guest Profiles via an API and other profile types directly in the SynXis CR.  It is entirely up to the chain to determine what works best for them.

In addition to managing profiles, SynXis also supports a chain's loyalty program by providing APIs for enrolling guests in the loyalty program, point balance look-up, and point redemptions.

 

Profile Management APIs

Synchronizing profiles allows a chain to manage profiles in a 3rd party system and still utilize the profiles in SynXis applications.  A chain can configure if the profiles can be updated in SynXis or locked down so that the 3rd party is always the system of record.

  • Create Profile - Create new Customer (Guest), Company, and Booker profiles and Commissionable Accounts (Travel Agency).
  • Update - Modifies Customer (Guest), Company, and Booker profiles and Commissionable Accounts (Travel Agency).
  • Read - Retrieve Customer (Guest), Company, and Booker profiles and Commissionable Accounts (Travel Agency) matching the search criteria.
  • Delete - Delete Customer (Guest), Company, and Booker profiles and Commissionable Accounts (Travel Agency) so they are no longer stored in SynXis.

 

Loyalty Management

SynXis supports a chain's loyalty program by providing interfaces to a CRM for Guest enrollment in the loyalty program, point balance lookup, and point redemption.

Note: Synchronization of Guest Profiles is a prerequisite.

  • Enrollment - This API allows a guest to enroll in the Chain’s default loyalty program via SynXis applications.
  • Point Balance Retrieval - Real-time point balance lookup for a guest against a CRM provider.
  • Point Redemption - Create, modify or cancel a point redemption request.

 

SSO to the SynXis Booking Engine

SynXis supports a single-sign-on (SSO) of a guest from a loyalty member portal or brand website to the SynXis Booking Engine (SBE). This allows the guest to switch between applications while retaining a signed-in state.

Alternatively, a guest on an SBE page can log in using a CRM while staying on SBE providing a seamless experience. This option requires a CRM partner to provide a service page for handling the authentication and redirection back to SBE.

Member-only products are immediately available for selection for signed-in guests and the member’s profile automatically populates guest details on the reservation.

Note: Synchronization of Guest Profiles is a prerequisite.

  • CRM Login to SBE - Allows a guest to enroll in the Chain’s default loyalty program via SynXis applications.

 

Reservation Delivery

Chains that use a CRM for marketing and/or loyalty management generally require reservation feeds from the PMS or CR to assist the CRM in merging and matching profiles, assigning points, level upgrades, and email communications.  The feed from the PMS is usually preferred because it contains on property purchases by the Guest.  In the scenario when the PMS feed isn't available or missing important data, then the SynXis reservation delivery feed can be enabled for the CRM.

 

Flow Diagram

This diagram provides an overview of the different integration options that can be enabled between SynXis and a CRM partner to support Profile synchronization and a chain's Loyalty Program.

Loyalty Flow Chart