Effectively with Clairvoyix Software . Property�s revenue director compares impact of Clairvoyix�s database marketing tool to the advent of the yield-management concept in the mid-1980s |
LAS VEGAS � MAY 9, 2006 � For Florida�s PGA National
Resort & Spa, a sales-and-marketing task that was once next to impossible
for staff to accomplish is now being done as if it were, well, par for
the course.
In November, the luxurious 391-room PGA National Resort & Spa, which is affiliated with the Professional Golfers� Association and has hosted countless top golf tournaments over the years, began implementing guest acquisition and relationship marketing software from Clairvoyix. The Las Vegas-based database-marketing company provides highly effective�and affordable�business intelligence software and services designed specifically for independent hotels and resorts. �We�re extremely gratified to have added yet another world-renowned, independently owned property like the PGA National Resort & Spa to our growing list of client hotels,� said Mike Schmitt, Clairvoyix CEO. �We feel that it validates a message we�ve been putting out over recent years�that database marketing has become a critical, proven aspect of any hotel�s marketing effort, but until we developed our suite of database-marketing software, it was pretty much only the big chains, with their great purchasing power, that could afford to outfit their properties with this technology. �Now independent properties are discovering�just as the PGA National Resort & Spa and other of our client hotels have discovered�that this powerful marketing tool is available to them at an easily affordable price,� he added. �Our database-marketing software pays for itself quickly because it brings new dollars to the hotel�s bottom line in the form of new business�and because it helps increase the number of established guests� return stays and corporate clients� meetings and events.� Rick Turner, PGA National Resort & Spa�s Revenue Director, agrees. He said that before partnering with Clairvoyix, his sales team was virtually unable to conduct the kind of e-commerce campaign that large, chain-related resorts have been doing for years. �Very simply, we couldn�t do it before and now we can,� Turner said. �Now independent resorts like ours can afford to have a state-of-the-art customer-relations marketing tool that supplies us with a host of instantly accessible information regarding the businesses that are our clients and the people who are our guests. In turn, this capability helps us establish who our top-of-the-line clients and guests are so that we can quickly and effectively target our marketing efforts.� Turner said Clairvoyix not only installed the software and interfaced it with the property�s existing PMS, but also compiled what he called a �personality profile� of corporate clients and individual guests�including who spends the most money, what events they�ve held in the past, how often they�ve booked rooms and when they�ve done so throughout a given year. In addition, Clairvoyix also compiled a database of potential corporate clients and guests that will yield more business�and bring more dollars to the resort�s bottom line. �The amount of business you get through marketing is equal to the amount of time you spend doing it,� Turner said. �When you have to conduct your data analysis manually and do direct mailings manually, your time isn�t being used nearly as efficiently as when you can do it all electronically. The Clairvoyix software enables us to use our time more efficiently and, as a result, more profitably. �In terms if its impact on our property�and in terms of its impact on independent resorts everywhere�I�d have to compare the Clairvoyix database-marketing software to the advent of yield management in the 1980s,� Turner added. �It�s that revolutionary.� For more information on Clairvoyix, contact Eric Madsen at (561) 496-7969 or [email protected]. About Clairvoyix
About the PGA National Resort & Spa
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President/Principal PRPRO Tel: (440) 930-5770 [email protected] Eric Madsen
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