The Leading Hotels of the World (LHW) has selected Revinate as its new customer relationship management (CRM) provider.

Revinate’s CRM solution will help manage guest data across LHW’s collection of luxury properties and provide improved communication to guests.

Revinate marketing and CRM solution is expected to provide hoteliers with data-driven insights for better guest experiences and increased direct revenue.

LHW member hotels such as The Landmark London and Botanic Sanctuary Antwerp already employ Revinate Marketing for email campaigns.

Additionally, the member hotels are currently using Revinate Guest Feedback to upgrade the guest experience.

Revinate has joined LHW's Leading Strategic Sourcing (LSS) programme, led by LHW and DayBlink GPO.

LSS provides a group purchasing initiative for LHW's worldwide independent hotels, offering access to sales, marketing, and technology solutions.

The programme aids members in capturing new demand and driving value across strategically significant categories, the company noted.

LHW vice president of IT Michael Lederman said: “Choosing to add Revinate to our LSS programme is an important step forward to provide our members with a CRM solution that delivers true digital transformations and deepens their relationship with their guests.”

Revinate chief revenue officer Karen Stephens said: “We are thrilled to work alongside The Leading Hotels of the World.

“We’re excited to see LHW hotels elevate their marketing strategies and create campaigns backed by data so that each property can truly optimise every touchpoint with their guests and bring in even more revenue.”

In October, Plusgrade, an ancillary revenue solutions provider for the global travel industry, partnered with LHW to offer loyalty solutions.

LHW currently has over 400 luxury properties spanning more than 80 countries.