Presentation of Products and Services

The Company

Combining over 35 years of experience in the hospitality reservation technology industry, GENARES has developed the first truly integrated third party central reservation system for the twenty-first century. This team of highly professional and skilled hospitality executives have designed a state-of-art full service CRS that incorporates the latest technology while simplifying functionality and ease of use.

Executive Team

Michael Wilkins General Partner &

Co-Founder

Michael Wilkins started a long career in the hotel industry in 1976 Co-Owner for the first all-suite hotel chain, at the time known as the Lexington Apartments and Motor Inns. The chain grew from a small regional operation with 9 properties to a national brand.

Michael developed over 50 hotels and Apartment houses in six states in the last 25 years. In 1985, the company then became Lexington Hotel Suites & Inns and started its own hotel reservations company in 1990. Michael was Co-Founder & Chairman of the Board for the sister company, known as Lexington Services which became the second largest Worldwide Hotel Reservation System at the time.

By 1992, Lexington Services was being operated on a global basis. Lexington Services was sold to Travel Resources in 1998 for 37.5 million dollars and had a base of almost 4,000 hotels. He has since co-founded a new CRS known as GenaRes Worldwide Reservation Services, a worldwide reservations provider. He is General Partner in this company along with partners Ricky A. Wilkins and Eugene Harris. Michael is Chairman, CEO, and President of RM Corporation. Mr. Wilkins holds a degree of Bachelor of Business Administration from West Texas State University in Canyon, Texas and his personal accomplishments include membership in several civic, professional, and religious organizations.

Executive Team

Eugene Harris started a long career in the hotel industry in 1975 as the Director of Operations for the first all-suite hotel chain, at the time known as the Lexington Services Apartments and Motor Inns. The chain grew from a small regional operation with 9 properties to a national brand. Eugene Harris was promoted to Vice President of Operations and oversaw the operation of 24 properties in 1985.

The company then became Lexington Hotel Suites and Inns and started its own hotel reservations company in 1990. By 1992, the sister company, known as Lexington Services, was being operated on a global basis. Eugene continues to manage the Lexington Hotel Suites & Inns operation as Senior Vice President. However, he has since co-founded a new GDS system known as GenaRes Worldwide Reservation Services, a worldwide reservations provider. He is President and owns a 16% share in the company along with partners Ricky A. Wilkins and Michael G. Wilkins.

Lexington Services was sold to Travel Resources in 1998 for 37.5 million dollars and had a base of almost 4,000 hotels.

Eugene Harris President & Co-Founder

Executive Team

With nearly 30 years of hotel and travel industry experience, Ms. Rhode joined GenaRes as vice president, global services, in February 2005. In her new position as executive vice president, her responsibilities have expanded and now include leadership of the following company departments: accounting, sales, voice operations, global distribution system management, account management, database management, customer service, information technology and marketing.

Prior to GenaRes, Ms. Rhode spent nine years with the reservations company Lexington Services and its successors VIP and Vantis. There she held several vice president positions in which she oversaw a variety of departments including marketing and data management, member services, global services, product development, and e-commerce.

Prior to Lexington, she expanded her industry experience while employed at United Airlines, Galileo Quik Tix, System One Travel Resources and Pegasus Solutions Inc. Ms Rhode holds accreditation as a certified travel consultant (CTC) and speaks and writes fluent German. Born and educated in Germany, Ms. Rhode received a Bachelor of Arts degree from Liopa in West Germany.

Ursula Rhode EVP

Executive TeamDiversity, dedication and dependability are a few of the important leadership qualities that Terry Lee brings to Genares. Prior to joining Genares, Terry refined his programming and leadership skills through diverse experience in many different environments, both within and without the hospitality industry. From development work on complex web applications, human relations systems, business networking applications and complex data interfaces processing millions of transactions a day, Terry brings a wealth of knowledge and dedicated experience to the Genares team.

Terry’s career shifted to the hospitality industry in 2001 when he began working for Unirez. At Unirez he quickly advanced to the development lead position, expanded the system from a single threaded process to a stable horizontally scalable multi-processor application and took Unirez to the next generation seamless connectivity. He also worked for Pegasus Solutions both as a consultant and eventually as senior software engineer and lead developer for the HotelFactory product. GDS connectivity and interfaces with diverse systems are Terry’s forte. He is highly experienced in Type A, Type B, Seamless, Next Generation Seamless, OTA and HTNG technologies. He has developed interfaces with many various PMS and vendor systems.

Terry resides in Ft. Worth with is wife and daughter.

Terry Lee

Vice President of IT – Interfaces and GDS

Executive Team

It is said that hindsight gives 20/20 vision. As a veteran of several start-up companies, Jeremy Tinley is excited to bring his focus to GenaRes. 

Entering the technical field before the techboom of the late '90's, Jeremy has helped develop small, privately owned information systems into complex international data networks that grew through an IPO. While his experience has helped him work in telecommunications, web hosting, and software consulting, his passion lies in the hospitality industry.  

His is previous experience in the industry with UniRez and Pegasus Solutions is an asset when establishing the direction of development. Jeremy's technical background is in Linux system administration, programming and architecture. He specializes in efficient systems design, growth management and maximum stability. He has also completed the RedHat Certified Engineer program, a certification with a lofty 40% failure rate. It is currently only one of two exams which actually require the candidate to setup and repair a broken system.

Mr. Tinley has settled in the Grapevine area, enjoys playing ice hockey and avidly pursuing his hobby in photography.

Jeremy Tinley VP of Technology

Executive Team

Valisha Chavez started her career in the hospitality industry in 1999 at Vantis Corporation (formerly Lexington Services.) She began there as an Executive Assistant in the IT department, then moved to Operations and finally Business Development. Her main responsibility involved security access for hotel members and maintaining the CRM application, used company wide. Prior to joining the hospitality industry, Valisha was a Senior Client Relations Manager for Affiliated Computer Services in Dallas, where she worked for seven years.

As Director of Voice Operations with GenaRes, Valisha oversaw the Voice agents and assisted with GDS operations.

In January 2006 Valisha was promoted to Vice President Business Development. Valisha was born and raised in Roswell, New Mexico. She moved to Dallas in 1991. She and her husband have two daughters.

Valisha ChavezVP of Sales

Key Benefits

• Private Label CRS-based transaction processing for Voice, GDS, Web-direct and third party web bookings

• Private Label Voice Services• Private Label connectivity to the GDS and internet based

travel distributors• Richly featured Private Label Booking Engine• Library of one and two way CRS/PMS interfaces• Database maintenance• Assistance in developing and maintaining electronic training

materials• Marketing services, which include search engine marketing

services, e-mail campaigns, online media service, and online press release service

Our Technology

• Next Generation Seamless (Seamless 2) to all four GDS (Sabre, Apollo, Worldspan, and Amadeus)

• True Sales Distribution Channel Management Technology– Able to modify room/rate, property, inventory by sales

channel, each website as well GDS and hotel Internet booking engine

– Able to report revenue and transactions by sales channel

– Able to allocate room types, rate plans and close out instructions by sales channel

• Advanced Yield Management functionality– Rate control applications based on occupancy point

levels– Modify rate plans by flat value or percentage of rate

prices– True extended rate strategies for weekly or monthly

pricing– One-way or single image interfaces available using XML

Our Technology

• Open-ended architecture by design, the system can continually be developed and up-graded

• HTML Internet proprietary booking engine for hotel websites– Language and currency functionality available– Corporate, group, and travel agent are password

protected– Meeting planners are provided with master rooming lists

• Reservation delivery either by email (preferred method), fax or by PMS interface

• Inventory modifications updates are in real time

Our Technology

Our Technology

• ASP technology, by design users are assigned secure logins/passwords for different levels of access

– Users can build, maintain or edit database content twenty-four hours a day

– New rate plans including packages may be built by hotel users

– Modifications to inventory including close-outs, property level blocks, allocation of room/rate plans, and minimum night/maximum night changes can be made in real time by users

Our Technology

• Full CRO/Voice application– Customizable in a variety of applications, you have the

option of either a dedicated or shared-service enrollment anywhere in the world

– Operates across the Internet– Extensive search option capabilities

• A full cadre of reporting capabilities displayed as text or graphics

– Revenue production by GDS, Internet, Voice, and Hotel booking engine

– Room/rate distribution reports– Multiple travel agent demographical reports

Our Partners

Our Marketing

• Participation in worldwide trade shows– NBTA– HITEC– HEDNA– All (GDS) conferences– WTM (World Travel Mart), attendee only– ITB, attendee only– ResExpo

• RFP consortia participation• Private GDS chain level branding programs

• Marketing designed to drive reservations to hotel websites– Internet search engine optimization programs (SEO)– Opt In/Out website programs– Email marketing campaigns through Soapbox– Web trend marketing

• GDS Banner advertising

Our Marketing

Our Client Support & Training

• Every affiliate is assigned a Revenue Architect

• Specialists are responsible for operational issues

• Single reference point for the hotel to find a solution

• Training center located in Dallas with on-going classes

• Training via the Internet and on-going telephone support

• On-Line training manual

Our Commitment

Most representation companies believe dynamic packaging is the solution. GENARES has a dynamic packaging engine that will compete with the best in the industry. However, our strength in driving ancillary revenue will come from our understanding of traditional merchandising principles. Our technology was developed to offer hoteliers infinite flexibility in how, where and when they sell. Integrating merchandizing capabilities with customer profiling will allow us to inspire travelers with unique, compelling offers built just for them.

Driving Ancillary Revenue

Our Commitment

Customer profiling begins with the seamless integration of reservation platforms; an initiative that GENARES is quickly pursuing. We are committed to work with leading CRM providers to integrate our technology with theirs, allowing users to access and update their profiles online, and deliver those profiles to properties in real time. This functionality will empower individual properties to enhance the guest experience.

Enhanced Customer Profiling

Our Commitment

Hotels are becoming more sophisticated as they receive better information from their partners. Generating premium market share in ADR and occupancy is no longer possible without strong partners. GENARES is committed to the delivery of accurate and real time diagnostics on market demand and revenue generating initiatives.

Increasing ADR and Experience-Driven Sales

Our Commitment

Enhanced Mobile Technology

GENARES is committed to deliver content for mobile devices. First, we have put a premium on light code when developing our cutting edge CRS and booking engine. The size and delivery speed of each application position us well against the competition. GENARES continues to experiment with better ways to “sniff” the type of device a client is using when they access our system allowing us to develop and deliver screen-friendly information. Based on our competitive research we believe we are the only CRS firm focused on this medium.

Why GENARES?

GENARES has the right technology in place to deliver on our commitments. We have a highly scalable platform that grows with our business. We own our own technology and our own expert development and maintenance team. Our highly skilled staff of in-house programmers with many years of industry experience allow us to build and strengthen our ever-evolving technology. We are not dependant on a third party, or old legacy system, thereby allowing us to react quickly to changes on both the service and technology side.

We will continue to invest in the ongoing development of GENARES and keep listening to feedback from our customer base to ensure GENARES remains at the forefront of CRS technology. This move reinforces our belief that the best way to give travelers what they require is to make sure that suppliers get what they need too….in this case, compelling technology that can automate the hotel reservation process and provide hoteliers with a single view of inventory.

Why GENARES?

GENARES works with a number of market leaders whose products compliment our basic reservation services. Through these alliances our hotel clients are provided strong and aggressive solutions, addressing the very core of their needs. We are continuously identifying new partnerships that can help us extend our reach to better serve our hotel clients.

Can me today for more information.

Valisha ChavezVice President Business Development

T – 830.393.3950F – 866.769.8527

E – vchavez@genares.com

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Integrated with AXSES ArcRes

for fast, easy setup & management

Complete open specification and interfaces

for 3rd party integration, using XML format.

Highly recommended by existing clients

Knowledge engineering

AXSES arcRes INTEGRATED!RoomMaster, IQ Ware, RSI, AutoClerk, * Opera, * Check Inn, PMS Solutions/Innkeeper,

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