Loews Hotels & Co is adding Oracle OPERA Cloud Central services to its U.S. properties, expanding an existing relationship with Oracle (NYSE: ORCL) that already includes Oracle Hospitality OPERA Cloud PMS, AI-powered Guest Engagement and Merchandising, Oracle Simphony Cloud Point of Sale, and Oracle Fusion Cloud Enterprise Resource Planning.

The expansion adds OPERA Cloud Distribution and OPERA Cloud Loyalty to the hotel company's technology stack. According to the press release, OPERA Cloud Distribution is intended to help Loews optimize rates and ancillary services across direct and indirect distribution channels, while OPERA Cloud Loyalty is designed to support personalized incentives aimed at encouraging direct bookings.

Dan Kornick, CIO of Loews Hotels & Co, said Oracle Hospitality will allow the company to "enhance our ability to leverage data by providing a centralized hub that ensures all our properties and team members are empowered with the information they need to exceed guest expectations."

The combined platform spans property management, distribution, service interactions, loyalty, and sales functions across Loews properties in the U.S.