June 19, 2003 - What do
you do if your property is the reigning number one Westin hotel out of
77 in North America and winner of the prestigious Best in Brand Award for
2002, and you want to repeat the achievement in 2003, a feat that has never
been accomplished before in Westin�s history? You provide �positively
outrageous service.� At least that�s what Stuart Newmark, General
Manager of the upscale Westin Grand Bohemian in downtown Orlando, Florida,
believes. The Grand Bohemian is one of eight luxury properties
in the Southeast owned and operated by the well-known Kessler Collection
of Grand Theme Hotels.
�We take a
proactive approach to our customers; we establish a tone,� says Newmark,
who credits the hotel�s top employees, the �Grand Performers,� with the
property�s winning ranking, plus a new email CRM product that touches the
guest with personalized pre- and post-stay messages. �By the time they
come to this hotel, they feel special; that�s a basic human need.
They want to share that emotional bond. Before we introduced our
online emails, we could send a letter or a postcard, but it was cumbersome.
Now we have an |
Westin Grand Bohemian
325 S. Orange Ave.
Orlando, Florida |
automated way to make that emotionalconnection and
it�s a real �Wow!��
Newmark is referring to a sophisticated customer
relationship management tool that uses graphical Web page-like HTML emails
to affordably establish one-on-one personalized relationships with guests.
Visitors automatically receive a series of four emails, tastefully customized:
a confirmation right after the reservation is made; a greeting ten days
before their stay inviting them to sample a property�s amenities; a �thank
you note� within 24 hours after checkout wherein they may comment on their
stay and commend hotel staff; and a fourth post-stay email ninety days
after their visit offering special packages, but not undercutting their
current rate if they are booked elsewhere in the system. The Kessler
Collection of properties includes The Westin Grand Bohemian, Celebration
Hotel, Casa Monica, Sheraton Studio City, Doubletree Castle, Hampton Inn
Savannah, Red Horse Inn, William Kehoe House, and The Mansion on Forsyth
Park.
�Anytime a Grand Performer�s name is mentioned
in an email, I send them a personalized Star Card, and their name goes
into the monthly lotto of earning gifts - movie passes or brunch at the
hotel,� explains Newmark. Both the Grand Performers reward program,
and the commitment to use a CRM suite based on the Data2Gold e-Relationship
ManagerSM product from Digital Alchemy
came from corporate. Doug Smith, Director of Revenue Management,
E-Commerce and CRM at The Kessler Collection, says that creating customer
loyalty through personalized communication and having an enterprise solution
are the chief benefits of the online system.
�We knew we needed an enterprise system, like
the tentacles of an octopus that bring data back to the head,� says Smith,
who immediately integrated the company�s E-commerce and CRM functions after
his move from the property level to corporate in the fall of 2002.
Email Touchpoints Drive Repeat Business at
Fraction of Cost of Courting New Customers
�One of the most important things any luxury hotel
can do is maintain a relationship with its previous guests and capitalize
on the positive experience they have had. The expense of attracting
each new guest can be five to seven times greater than persuading a previous
guest to stay again.� Smith says, and notes that, previously, hotels had
to capture emails on their own or through their property management systems,
if possible.
The
CRM software, which resides on a server at Digital Alchemy�s corporate
headquarters, periodically scans each hotel�s Property Management System
(PMS) for guest information such as name, email address, and details of
previous and upcoming stays, including a history of guest preferences and
revenue-generating activities. This information is extracted and
used in automatically creating and sending customized emails to guests,
and in collecting data for management reporting.
In fact, another key benefit of the CRM software
is its ability to interface to, and centralize data from, any of the various
PMS systems used in the Grand Theme Hotels. �Our email-based CRM
system has enabled us to create an integrated cross-platform solution at
the corporate level,� Smith says. �We are now able to automatically
consolidate important guest information across our organization from the
different PMS systems -- including those used by Starwood, Hilton, and
Preferred Hotels -- that cannot talk directly with one another, and consolidate
it for use in management reporting and in marketing initiatives such as
cross-selling.�
In addition to the core Data2Gold e-Relationship
Manager product, Smith also uses two other modules � Full HouseSM
and QuickSilver Data WizardSM to market
to previous guests. �The QuickSilver Wizard allows us to understand our
guests in such a way that we can market back to them correctly,� says Smith.
�We use the Full House component to drive revenue via guests who have already
experienced a property. Right now we are working with Digital Alchemy
to refresh exciting offerings to guests once a quarter.�
The Full House module helps hotels build occupancy
by sending targeted email marketing messages to previous guests at the
times they are most likely to be interested in receiving them. Digital
Alchemy�s software uses guest information from a hotel�s Property Management
System (PMS), such as how far in advance guests booked their previous visits,
how much they paid, days of the week they traveled and stayed, etc.
This information helps determine the best offer to send and when to send
it. Unlike email �spam,� Full House sends emails infrequently and
only when guests are likely to be most receptive. All communication
with guests is first approved by hotel personnel, and consistent with existing
marketing efforts. A key benefit of Full House is an increase in
occupancy during non-peak seasons.
The QuickSilver Data Wizard extracts valuable
guest information from a PMS, generates reports and delivers them immediately
by email to a hotel�s management team. Specialized reports include:
guest demographics, guest email addresses, accurate ADR, VIP and frequent-stay
demographics, arriving/departing VIP, travel agent performance, plus other
standard and customized reports.
The Westin Grand Bohemian�s GM, Newmark concludes,
�We get a significant number of email responses to our invitation to comment
on our property�s guest service -- 1,300 in the last two years -- and many
of them are quite remarkable. In my 24-year career as a hotel general
manager, I have never seen such emotional, heartfelt comments about how
outstanding our hotel and especially our employees are. It�s a great
tool for us to be able to ascertain immediately the level of satisfaction
of our customers. The old days of getting a piece of paper mailed
to you are gone.� |