Millennium & Copthorne Hotels plc (M&C) has recently installed the new WindsurferCRS into its new central reservation system.  The new WindsurferCRS system, which was designed by Sceptre Hospitality Resources (SHR), can now manage reservations for over 10 million room nights and will now be the proprietary booking channel for M&C hotels around the globe.

“This new system is now available in our Middle Eastern properties. The WindsurferCRS is one of the most advanced systems in the hospitality industry and will be a valuable addition to our current reservations process. Our hotels and our guests are already experiencing the advantages,” said Ali Hamad Lakhraim Alzaabi, President & CEO, Millennium and Copthorne Middle East.

Initially piloted in America, WindsurferCRS will benefit guests with its direct connection with Travelport, as well as many Online Travel Agencies including Travelocity, Expedia and

Windsurfer was launched in 2009 and is being continuously updated by SHR, which specialises in customer-focused hospitality technology. The system reflects fast-moving trends in both the hospitality industry and in electronic communications, including mobile devices and is ideally suited to a multi-brand environment such as M&C. It provides a seamless, tailored interface with client websites and immense flexibility in accommodating an almost unlimited range of ecommerce initiatives.

The global hotel group has also made some enhancements to their mobile website, adding precise travel information with a hotel map as well as a direct ‘book now’ option available to guests anywhere around the world. The imagery has also been formatted to suit mobile screens making the experience more convenient and offering the viewer immediate access to the hotel website. Listing pages have also been modified to filter regions, room types and promotional offers which will allow guests more flexibility when browsing the page.

The hotel group, which has 17 properties in the Middle East and recently announced their plans to have a total of 50 in the region by 2017 with 20 to open in Saudi Arabia, witnessed impressive growth across all of its Middle East portfolio. With a 23.3% increase in total revenue and a 34.1% increase in Gross Operating Profit (GOP) compared with 2012. In Dubai 225 rooms were added to its inventory at Millennium Airport Hotel and 198 rooms to the Millennium Plaza Hotel. Total Revenue jumped by 12% for the Dubai hotels and Gross Operating Profit by 30.3%.