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 eric.madsen@clairvoyix.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 the PGA National Resort & Spa
Located in Palm Beach Gardens, Fla., just a driver and a short approach shot from the headquarters of the Professional Golfers’ Association of America, the PGA National Resort & Spa features five championship courses, which were designed by some of the leading names in golf and have been the site of some of the game’s most memorable championship tournaments. The world-famous resort also features 391 luxurious rooms and suites; a world-class, fully equipped spa facility; a spacious health and racquet club; eight restaurants and lounges; and thousands of square feet of meeting space, ranging from a wood-paneled executive boardroom that seats 12 to a ballroom that can accommodate 1,200. For more information on the PGA National Resort & Spa, visit www.pga-resorts.com.