Hospitality technology specialist For-Sight has launched a £1.5 million project to develop the next generation of its proprietary data management and marketing platform.
A division of Edinburgh-headquartered integrated marketing agency Forth Communication, For-Sight is already the UK’s largest home-grown supplier of guest engagement technology, providing solutions to clients across the UK and Ireland, as well as Europe, Australia and New Zealand.
The project will see For-Sight migrate its existing platform to a new, cloud-based system, facilitating easier development and implementation of new modules and functionality, including third-party integrations with other existing hotel management systems, data sources and communications providers.
The project will also see For-Sight introduce data science to its solutions, allowing the use of artificial intelligence and predictive algorithms for the first time in a product of this kind. Front-end design improvements, upgraded data analytics and refined reporting will further enhance the user experience.
For-Sight believes the project will ultimately help the hospitality industry create more bespoke guest experiences, helping the business capture an even greater share of its domestic and international markets.
For-Sight CEO and co-founder, Allan Nelson, said: “With the impact of the coronavirus pandemic having a serious effect on the hospitality and tourism sector, hospitality businesses are needing to find new and innovative ways to engage and build relationships with their guests.
“This project will allow For-Sight to help hospitality businesses build back sustainable revenue through use of modern technology and automation, but also help them to deliver a more personalised and rewarding experience for their guests.
“Through this project and our team-based focus on delivering a great user experience, we aim to deliver the functionality hospitality businesses need to deliver exceptional service and revenue growth in a challenging environment. This investment in both back-end functionality and efficiency and front-end tools and innovation provides us with a foundation to scale up the business and deliver on our primary objective of helping as many hospitality businesses as possible.”
For-Sight has secured almost £750,000 of research and development (R&D) funding from economic development agency Scottish Enterprise in support of the project.
Scottish Enterprise managing director of business advice and services, Jane Martin, said: “The hospitality industry has been knocked sideways by the coronavirus pandemic, so it’s hugely encouraging to see a business based in Scotland investing in a product that can aid its recovery.
“Now, perhaps more than ever, guests are expecting exceptional levels of customer service. Fortunately, For-Sight’s data-driven technology is focused on that aim and has the potential to help hospitality businesses create increasingly personalised experiences that could boost bookings and repeat custom.”
The project is expected to create 16 new jobs. For-Sight currently employs 13 people in Scotland, with Forth Communication employing a further 15.