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Clairvoyix Maps Out ‘Best-Guest’ Marketing Strategies
for Grand Heritage Hotels & Resorts
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Database marketing tools provide customized, personalized E-marketing campaigns
that help Grand Heritage better identify and reach its ideal guests; Hotel group touts
the benefits of using aligned technologies of Clairvoyix and Digital Alchemy
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LAS VEGAS — JUNE 7, 2006 — Grand Heritage Hotel Group, one of the nation’s premier owner operators of independent luxury hotels and resorts, has partnered with database marketing authority Clairvoyix to pinpoint its marketing effort and curb unnecessary spending by instantly identifying its best guests, including where they spend, when they spend, what they purchase and how often.

The Grand Heritage portfolio includes independent properties from New England to Oregon and Mexico to the Caribbean, and the company is developing an international presence in the United Kingdom, France, Germany and Italy. Clairvoyix provides highly effective—and affordable—business intelligence software and services designed specifically for independent hotels and resorts such as those in the Grand Heritage portfolio. 

“Clairvoyix has become our MapQuest for the electronic marketing world,” said Bashar Wali, GHHG vice president. “Previously we had no road map. Metaphorically, when it came to target marketing, we would drive blindly wherever the road would take us. The only thing we knew for certain was that our road – which consisted of buying mailing lists or navigating off existing customer databases – sometimes led to a dead end. Clairvoyix put us back on the speedway to success.”

Clairvoyix President Mike Schmitt said: “Database marketing has become a critical, proven aspect of any hotel’s marketing effort. We help hotels and resorts build highly targeted traditional and electronic-marketing campaigns that are based on a wealth of guest data, including guest preferences, spending behaviors, monetary, demographic, lifestyle and geographic information that is both imported from a hotel’s property-management system and appended from leading data providers.”

Strategic alliance referral

Wali said he was introduced to Clairvoyix by Don Hay, president and CEO of Digital Alchemy, a Fort Worth, Texas-based company that provides E-marketing and customer-relationship management tools to the Grand Heritage Hotel Group.  Digital Alchemy provides Grand Heritage Hotels & Resorts with the ability to communicate to existing customers full color HTML email reservation confirmations, pre-stay marketing designed to increase on-property spending, thank-you notes with a click-through on-line guest comment card and post-stay offers. 

In June 2005, Clairvoyix and Digital Alchemy embarked on a strategic alliance to provide hoteliers with the ultimate in online marketing, customer-relationship management and database management solutions. By adding the Clairvoyix Hospitality Solution (CHS), Grand Heritage Hotel Group now has access to complete campaign management, automated ROI tracking, data hygiene and demographic data-append tools.

“Together the Clairvoyix and Digital Alchemy technologies deliver a world-class marketing automation system at a price-point that is not currently available to hoteliers,” Hay said. “As a result, Grand Heritage will immediately realize the benefits of this new, integrated solution for E-marketing and database management.”

All Grand Heritage Hotels & Resorts are currently using the E-marketing and CRM tools provided by Digital Alchemy. Within the next two-to-three weeks, all properties will be live with the Clairvoyix Hospitality Solution. Training of key property personnel on CHS will be conducted at the Clairvoyix training center in Las Vegas. 

“Rather than sticking with the 80’s way of doing business, Clairvoyix, when combined with Digital Alchemy, generates a lot of important information and allows us to communicate directly with our existing customers while identifying new potential patrons based on similar buying habits and lifestyles,” Wali said. “In essence, it gives us the ability to analyze and get exact profiles of our existing customers so that we can use that information to attract similar customers on a wide scale and market specifically to that group.”

With better access to data through Clairvoyix, Schmitt said Grand Heritage Hotels & Resorts can generate real-time, detailed reports on guest demographics down to the household level, including age, income, occupation, education and other lifestyle criteria. Once the target market is defined, these properties can then build an e-relationship program for their target market via email using one of several of Digital Alchemy’s online CRM programs.

Property approves partnership

Not only will Clairvoyix help Grand Heritage to streamline its marketing operation, but Swan Lake Resort General Manager Doug Leekde said it also will help reduce his 100-room golf resort’s media costs since the company will “no longer have to take a brushstroke approach when selecting its media program.”

Swan Lake Resort offers a peaceful haven for golf, conferences, family get-togethers, and social gatherings across 512 acres. Guests may choose from 92 newly designed resort rooms, 6 country cottages, or 4 two-story log cabins.

“Clairvoyix should cut our media budget by at least 25 to 30 percent or more while dramatically increasing its effectiveness,” Leedke said. “From a national print advertising perspective alone, we can save a lot of money by targeting our message to smaller, suburban markets since we know exactly where our best customers originate from. Rather than taking a shot-gun approach to marketing, we’ll now be pin-point laser specific.

“If I want to know every person in a particular zip code who earns more than $150,000 per year and has played golf over the last six months, I can get that information instantly through Clairvoyix,” he said. 

For more information on Clairvoyix, contact Eric Madsen at (561) 496-7969 or eric.madsen@clairvoyix.com. For more information on Digital Alchemy and how the two technologies can be integrated together, contact Don Hay at (817) 249-0757 or email dhay@Data2Gold.com.

About Clairvoyix
Clairvoyix is a database marketing company that offers an application service provider based product designed to be affordable for the smallest independent hotel or resort. It offers a world-class customer-relationship management system for very little up-front cost. The Clairvoyix product suite includes three modules that allow hoteliers to effortlessly build marketing campaigns based on a wealth of guest data that is imported from a hotel’s operational systems. Using common marketing terms, hoteliers can identify guest prospects and pull lists for immediate e-mail, direct mail or telemarketing campaigns. The company also offers return-on-investment tools to measure the effectiveness of campaigns. Clairvoyix’s customers include all KSL Resorts, ClubResorts including Pinehurst, Noble House Hotels & Resorts, PGA National Resort & Spa, and The Broadmoor, a world-class hotel and resort in Colorado Springs, Colo.

About Digital Alchemy
With extensive experience in - and exclusive focus on - the hospitality industry, Digital Alchemy’s team of experts understands the need of hotel management companies and independent hotels for powerful, cost-effective software solutions that improve customer relationships, boost occupancy and drive revenue. The company’s Data2Gold e-Relationship Manager, with five modules, provides an unmatched range of advanced email-based CRM capabilities that increase the effectiveness of hoteliers’ marketing programs. For more information, visit www.data2gold.com or email them at SalesTeam@Data2Gold.com.

About Grand Heritage Hotel Group
With offices in New York City and Portland, Oregon, Grand Heritage Hotel Group, LLC, is one of the nation’s premier owner/operators of luxury hotels and resorts. Grand Heritage was founded in 1989 by John W. Cullen to focus on historic properties that suffered from lack of branding and boutique management expertise. Since then, GH has built a proven track record of successful turnarounds for historical and one-of-a-kind properties and resorts. Grand Heritage Hotel Group currently manages or owns The Avalon Hotel and Spa and The Governor Hotel in Oregon; Providence Biltmore Hotel and The Chanler at Cliff Walk in Rhode Island; Mission Point Resort, Mccamly Plaza, Treetops Resort and Royal Park hotels in Michigan; The Stanley Hotel in Colorado; Swan Lake Resort in Indiana; and the Casa Del Mar in Mexico. The Portland, Ore.-based company is presently developing numerous international properties—in the United Kingdom, France, Germany, Italy, the U.S., the Caribbean, Mexico and Bermuda—under its Grand Heritage Residence Club brand.  For more information, visit www.grandheritageinternational.com.

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Contact:
Barb Worcester
President/Principal
PRPRO
Tel: (440) 930-5770
barbw@prproconsulting.com

Eric Madsen
Clairvoyix VP, Sales
561-496-7969
eric.madsen@clairvoyix.com

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Also See: World-Famous Golf Resort Driving Sales More Effectively with Clairvoyix Software / May 2006
Grand Traverse Resort & Spa Relies On Clairvoyix to Target Travelers / March 2006
Independent Hotels Hail Clairvoyix Database Marketing Solution; Broadmoor, ClubCorp and Seaport Boston Reach their Preferred Guests through Affordable, Centralized, Online Database Marketing / March 2006
Noble House Hotels & Resorts Partners With Clairvoyix to Target Gen-X Travelers / March 2006


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