Introducing Valet—VIP Management Platform

HMA Expands Their CRM Management Solution For Hospitality With The Release Of Valet VIP Management Platform (SaaS)


Source: Hospitality Newsmaker Alert


HMA, known in the hospitality arena for its managed CRM platform and hospitality marketing services, has announced the release of Valet, a cloud-based VIP management software. Valet’s platform is designed for hoteliers who want to take their VIP efforts to the next level. It offers a sophisticated approach to VIP identification, accompanied by a powerful dashboard and automated daily notification delivery to alert hotel teams of daily/weekly VIP arrivals. One of the most robust features of VALET is its program flexibility which can help re-envision a new VIP management program and/or apply it to augment an existing membership or points-driven program.


Valet’s philosophical approach embraces a surprise and delight approach to guest recognition to deliver the unexpected. Valet interfaces with PMS systems to tap into future reservations and other hotel property data sets to build VIP profiles, which the hotel property can further customize. The development of customized algorithms is the power behind this customizable solution with a user interface designed to support hotel teams with access to VIP profile views, an amenity menu, and delivery tracking.  Software setup and use guidelines offer an opportunity to open a dialogue for hotel teams charged with the creation and implementation of a guest recognition program.


Chris Escue, Director of Development, offers, “Valet represents an important initiative our company took to the finish line during the pandemic timeframe, which connects and elevates perhaps the most valuable and complex set of data elements HMA manages for our client base. Program development today must meet rigorous security and privacy standards and simultaneously provide customers with data access. We are ecstatic with the results, and the potential Valet brings to our clients.”


Rick Heuer, HMA Partner, shares, “Valet is the culmination of many years of customer dialog resulting in a relevant and timely product for our industry. Working with upscale hospitality, we know that today’s savvy travelers expect more and are increasingly experiential-focused. As a company, we’ve been loyal to our business roots of creating high-touch solutions with customer support that simplifies the complexity of data management. Valet showcases the best of our company philosophy, closing the VIP management circle for marketing and on-site operations for properties striving to elevate all aspects of their VIP management effort.”

About HMA—Hospitality Marketing Inc.

HMA has served the upscale hospitality industry for nearly 40 years, providing customizable managed CRM solutions for management companies, hotels, resorts, and real estate development scenarios. The HMA services platform encompasses a unique combination of technical, marketing, and creative specialists who work together with a focus on marketing plan development, design, and implementation that meets today’s highly technical marketing requirements for hotel companies.



Bryn Tyler
Vice President of Operations


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