News for the Hospitality Executive
December 15, 2010 – Hotel rate-shopping is increasing in today’s economy. In response, John Ascuaga’s Nugget Casino Resort is adding revenue-generating features to online reservations so customers are less likely to look elsewhere for competitive rates.
The Nugget recently implemented eConcierge, an online marketing solution from Cendyn to strengthen its reservation process and increase revenue. When guests reserve a room, the Nugget’s eConcierge module e-mails them a confirmation with a link to the property’s MyNuggetTrip.com site, developed by Cendyn, that lets them review their reservation and learn more about the property. This branded site shows guests their personal itinerary, provides directions and weather forecasts, and also enables them to purchase Nugget amenities such as spa appointments, dinner reservations, show tickets, room upgrades, and special promotion packages like chocolates and champagne for an anniversary or birthday.
eConcierge generates $50,000 for John Ascuaga’s Nugget
“Giving guests the ability to upsell themselves is valuable for them and golden for the property,” said Beth Cooney, the Nugget’s executive director of marketing. “The eConcierge system enables us to capture more of the guest’s trip while they are with us so they spend more time on property. We already generated more than $50,000 the first half of this year through eConcierge.” Cooney added that when a guest books additional amenities with their room reservation, they are less likely to rate-shop.
According to Cooney, eConcierge and its pre-stay marketing approach is the perfect fit for the 1,600-room property in Sparks, Nevada. “Our out-of-town guests come mostly from Northern California, Sacramento, and the Bay Area, and we always look for ways to set the property apart and focus our attention on customers. eConcierge does this by letting guests create a customized vacation as soon as they make their reservation.”
Seamless PMS interface
Cendyn provides eConcierge page templates for the Nugget’s website. The template pages have Nugget’s branding and make it easy for Cooney’s staff to update the property’s packages and amenities. The new site gives reserved guests current information about upcoming events, scheduled entertainers such as Clint Black and Rick Springfield, holiday shows, and other activities they can book. eConcierge interfaces with Nugget’s property management system (PMS) for a seamless link between reservation information and the eConcierge engine that creates e-mail confirmations and amenity booking.
A professional, branded package
Cooney values Cendyn’s eConcierge because it provides a professional, digital presentation to customers with a friendly welcoming tone that matches the John Ascuaga’s Nugget brand.
The Nugget also uses Cendyn’s eInsightTM solution. eInsight is a turnkey solution for database marketing that gives management the ability to send the right message at the right time to the right customers. The solution is ideal for loyalty programs and marketing management. “eInsight enables the Nugget to create a customized frequent-stay loyalty program without the complex installation of new CRM software,” said Cooney. “We worked with Cendyn to establish our program’s business rules, bonus thresholds, and rewards like a free stay, and eInsight tracks and automates the program to keep guests coming back. eInsight pulls guest data from PMS hourly and tracks the details of every new reservation to ensure guests receive rewards at the appropriate time.”
“With Cendyn’s help we drive guest loyalty and increase revenue with the eConcierge pre-stay solution. Post-stay, we boost our repeat business with eInsight,” said Cooney. “When we communicate with guests consistently and professionally, they have more options and the John Ascuaga’s Nugget Casino Resort can serve more visitors.”
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Cendyn, based in Boca Raton, Florida, leads the hospitality industry in broadening revenue by applying a managed services culture and approach to a single source of integrated solutions uniquely proven in the hospitality and tourism market.
Established in 1996, Cendyn is a full-service interactive sales and marketing agency whose solutions are used by over 9,000 hotel and travel destinations worldwide. The company is a solid resource of hospitality professionals who innovate solutions that include website marketing, website design, branding, search engine marketing and interactive products such as eProposal™, eConcierge™, eSurvey™, eInsight™, eContact™, eConnectivity™, eBooker™, and eMenus™. Clients include Starwood Hotels & Resorts, Ritz-Carlton Hotel Company, Hyatt Hotels and Resorts, Hilton Family of Hotels, Marriott and other chains and independent properties. Cendyn, the recipient of prestigious awards for website design, innovation and marketing programs, extends its “Power of We” culture into the community through sponsorships of the YMCA, youth teams and community outreach; the Boca Helping Hands food bank; George Snow Scholarship Fund; Boca Raton Historical Society; Florence Fuller Childhood Development Centers, and community projects of the Junior League of Boca Raton. To learn how Cendyn’s products and services may broaden your revenue base, please visit our website www.cendyn.com. Let Cendyn show you how far an idea can go!
About John Ascuaga's Nugget Casino Resort
For more than half a century, John Ascuaga and Northern Nevada have been inextricably linked. In fact, the great growth and evolution of John Ascuaga's Nugget Casino Resort—originally a 60-seat coffee shop with only a handful of slot machines—has been a mirror image of the region's explosive expansion. John Ascuaga's Nugget Casino Resort has become an emblem of the great American success story of John Ascuaga and his family. For over 50 years, our winners have not only been on the casino floor, but also in local high schools and community colleges throughout northern Nevada. For more information about The Nugget Scholarship Program, please click here to visit NuggetScholarship.org.
Robin Deyo, Executive Vice President
Boca Raton, Florida
Toll Free: 1-800-587-0975
John Ascuaga's Nugget Casino Resort
Michael Traum, Public Relations Manager
Julie Keyser-Squires, APR