Hotel Online  Special Report

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Do YOU Have The ‘Digital Alchemy Advantage?’ 
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Hotels that have adopted property-level email marketing and customized
CRM tools are finding themselves light years beyond the competition
in online bookings and guest loyalty
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FORT WORTH, TEXAS — May 24, 2006 — Hundreds of independent hotels and world-class resorts are reporting to have a BIG “advantage” over their competition when it comes to E-marketing. This “advantage” comes in the form of eBlasts and online thank you notes, comment cards and pre- and return-stay marketing messages. It also comes with the means to track “open”’ and “click-though” rates and generate reports to track and fine-tune the success of E-marketing promotions for maximum impact. 
This “advantage” comes only through Digital Alchemy, and it’s leveling the E-marketing playing field for hotels of all sizes, regardless of destination or brand affiliation.

“The Digital Alchemy Advantage is not a program, but rather a new way – a better way -- of doing business electronically,” said Don Hay, Digital Alchemy CEO. “Through powerful, cost-effective e-marketing solutions, Digital Alchemy has developed an affordable, streamlined way to improve customer relationships, boost occupancy and drive revenue almost instantly and with a minimal investment that delivers a substantial, even stunning, return.

“If you want to know what the Digital Alchemy Advantage means to hotels, and how it’s impacting operations, just listen to some of our valued customers,” he said.

Applauding the ‘Advantage’

“For us, the Digital Alchemy Advantage means being able to collect guest information and build a vital database of customer information that enables us to market to the 20 that gives us the 80,” said Doug Leedke, General Manager for the Treetops Resort in Gaylord, Mich.  “Digital Alchemy successfully helps us in tracking our e-marketing effort, understanding where pockets of new business lie, where we need help in improving our marketing message, and how to implement a new marketing strategy. In other words, we use the Digital Alchemy technology to our advantage.”

“There are a lot of companies out there offering e-marketing functionality and e-blast programs, but only Digital Alchemy has the CRM function that ties into our PMS – that’s the Digital Alchemy Advantage for us,” said Deborah Evans, general manager for the Red Mountain Spa in St. George, Utah   “The Digital Alchemy E-Blast Manager program allows us to identify the buying patterns of our guests online. Through e-mail communication we are able to capture guest preference information. This way we can target our future customers with e-mail promotions that are driven by need and desire. All these comprise the Digital Alchemy Advantage.”

For the Kiawah Island Golf Resort in Charleston, S.C., the Digital Alchemy Advantage means better communications. “Digital Alchemy gives us a way to market our resort’s amenities to our guests before they arrived at the resort,” said Jack Case, Sales and Marketing Project Manager. “We see a significant advantage in that the Digital Alchemy system interfaces to our PMS, which enables us to provide our guests with e-mail confirmations. The more you communicate with your customers, the better informed they will be about your promotions and the more likely they will be to take advantage of them.” 

According to Hay, email has become a widely accepted and even recommended communications vehicle for targeting today’s travelers. There is no better means of reaching guests quickly, effectively and affordably than through email and online promotions.  While the industry norm is to shot-gun blast an email promotion to everyone in a hotel’s database, regardless of guest history or spending habits, the Digital Alchemy Advantage is laser-point specific in identifying and communicating to those customers who will make your ideal guests, 

Examining eBlasts

As Digital Alchemy customers attest, one of the most important components to a successful E-marketing campaign—and a key Digital Alchemy Advantage—is the eBlast itself. 

“EBlasts are email marketing pieces that target previous guests and encourage them to return based on their past spending, stay and activity history,” said Katie Early, Digital Alchemy director of marketing services. “For example, a resort can send a golf special to everyone in its database based on pre-specified data, such as: guests that live in New York, have stayed at the property four times, played golf at least two times and had an average daily rate of at least $195. By specifically sending a tailored offer to that specific group, the hotel’s chances of receiving bookings are considerably higher.”

She explained that if a company now sends a blast to 20,000 people and only has an open rate of 20 percent, that means that they really only touched 4,000 people.  Digital Alchemy typically has open rates of 50 percent to 60 percent, meaning that the hotel only needs to send 8,000 emails to have the same impact.

“The Digital Alchemy eBlast Manager program sent approximately 858,000 pieces of email in the first quarter of 2006, which has lead to about $2.5 million in revenue for our customers,” said Sherry May, Digital Alchemy VP of sales. “EBlast yields range from $7,000 to $66,000 in revenue per hotel per blast. That’s the Digital Alchemy Advantage.”

Customized, personalized email marketing is growing exponentially at properties which have adopted the Digital Alchemy Advantage, she said.

“On average our customers make between $1.62 and $3.35 for every email sent using the Digital Alchemy eBlast manager,” May said. “The Digital Alchemy Advantage makes it much more likely that email will be delivered and opened, so the effectiveness of an email blast is greatly enhanced.”

It’s important to note, she said, that eBlast yield depends on many factors, including number of recipients, how compelling the offer is, how large the property is, the average daily rate (ADR) of the property, room availability and more.

“Hotels looking for an out-of-this-world return on investment from their E-Marketing and CRM program and an advantage over their competition need to adopt the Digital Alchemy Advantage,” Hay said. “A 7,300% return isn’t impossible – and we have the results to prove it!

For a complete list of the Digital Alchemy Advantages, visit www.data2gold.com
and click on the “Digital Alchemy Advantage” button on the Home page.

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.


 
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Contact:

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

Don Hay
CEO
Digital Alchemy
Tel: (817) 249-0757
dhay@Data2Gold.com
 

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Also See: Digital Alchemy Manages Guest Relations While Hoteliers Handle Hurricane Headaches / September 2005
Digital Alchemy’s CRM Programs Leveling E- Marketing Playing Field for Hotels / June 2005
Digital Alchemy to Deliver One-to-One Database Marketing Tools to MICROS Hotel Front Office Users, Becomes Certified MICROS Fidelio Business Partner / June 2003
No. 1 Westin in North America Taps Email CRM Potential  to Create ‘Emotional Connection’ with Repeat Guests / June 2003


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