Atomize, a global revenue management software (RMS) has been selected by Criterion Hospitality to support their Commercial Strategy in the UK.
Criterion Hospitality is a management company in the UK and owns several hotels in some of London's most iconic locations, such as Zedwell Piccadilly Circus, Assembly Convent Garden and Victory House in Leicester Square.
Criterion Hospitality operates over 1000 rooms currently with an additional 2000 under construction or in planning, and has an ambitious expansion plan for the coming years.
Implementing Atomize is an important piece in building a modern tech stack that supports Criterion’s growth journey ahead. The ambition is to operate a fully integrated tech stack, using the best technology to offer a smooth and personalized service for their guests and at the same time support a lean operation.
Atomize is part of this tech stack and with its automated rate updates that are based on the latest market demand shifts, the properties can be more proactive in their pricing and capture more bookings with the right rates and offers.
Assembly Covent Garden and Victory House went live in Q1 of 2023 and In the coming months the remaining properties will be deploying Atomize, providing the entire portfolio with real-time price automation.
"It just works! Atomize has already proven itself to be a powerful RMS solution that provides a strong combination of artificial intelligence and pricing control mechanisms which from day one started to save our team a vast amount of time. In a competitive market like London, to use a powerful RMS like Atomize with real-time price optimization enables us to instantly respond to demand shifts and allows us to benefit from those demand surges," says Regis Morin, Commercial Director at Criterion Hospitality.
The access to future demand insights in combination with real-time price automation, resulting in precise and just-in-time pricing - were some of the key criteria for their decision. Criterion Hospitality utilizes a very powerful combination of Atomize and OTA Insights comprehensive product portfolios. This includes Revenue Insight, Market Insight and Rate Insight - providing Atomize with advanced comp set data, from OTAs and brand.com as well as future market demand data to optimize prices up to 730 days into the future in real time.
“We are thrilled to work with one of London’s most reputable and forward-thinking hospitality companies. It's clear that Criterion Hospitality are looking for innovative solutions that can help them grow and improve the efficiency of their operation. We are happy to be part of their growth journey and are looking forward to supporting Criterion Hospitality Group’s expansion with our cutting-edge RMS,” says Alexander Edström, CEO at Atomize.