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Packaging applies to distributor sales tactics, as well. "People are willing to pay for putting the cards together with their database," Mulligan said.
Such packaging is a "new frontier" for software companies, Leavesley said. "They're just starting to put together databases on guest preferences and struggling with how to get return business." Hotels are using direct mail, e-mail and Web promotions to garner loyalty, he noted. "The database is now a valuable weapon that has turned into a tool to get repeat traffic," he said.
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