Hays Travel is claiming an industry first after installing a technology system that integrates customer information from the past 10 years into its booking system.

The new customer relationship management (CRM) system has been developed in conjunction with technology firm Traveltek, and Hays claims it is already making significant improvements to its bottom line.

Traveltek said the system, called iSell CRM, was continuing to be enhanced with development of apps for the Apple iPad and iPhone.

Traveltek managing director Kenny Picken said the system integrated customers’ previous booking habits into the Hays web booking system, giving agents instant access to their search or enquiry history from the past 10 years, and enabling them to target sales more effectively.

“Lots of other travel companies have CRM systems linked to their reservations systems, but this kit is the only one of its kind that is fully integrated, not just with the Hays database over the past 10 years but also its reservation system and the internet,” he said.

Hays Travel managing director John Hays said: “We are the first agency in the UK to have this technology and it has already added to our bottom line and helped manage clients’ expectations better.

“There’s an assumption that clients always want the cheapest option, but if we know they have been searching four and five-star hotels and that on their last booking they didn’t expect a big discount, then agents know not to sell them three-star properties, or to give so much of their commission away.”

The system is being rolled out to Hays Independence Group members this week.