News for the Hospitality Executive
"Reports on HospitalityNet.com and MarketingLand.com are substantiating that reliance on email marketing to boost business and maintain customer loyalty is growing by leaps and bounds," said Caren de’Ath, ZDirect vice president of sales. "Combine this with ZMail's proven ability to help hoteliers during tight economies and 2013 is positioned to be a very good year. Hoteliers have been exceedingly successful with ZDirect because our technology makes it easy to uncover the real person behind every reservation. We deliver dynamic, real-time profiles of today's diverse guests; streamline and centralize a hotel's electronic marketing initiative by tracking guest behavior and preferences across multiple platforms; and provide multiple, personalized touch-points between the hotel and the guest.
"From up-selling a hotel's amenities online -- or via mobile device -- with personalized pre-arrival emails, to creating offers specifically tailored to meet the individualized needs of one’s guests or groups of guests, ZDirect is helping hotel owners, operators and marketers achieve maximum profit from unsold perishable room inventory," de'Ath added. "Our online tools are always accessible, and our team is always available to work side-by-side with hoteliers to build brand loyalty and trust, and ultimately generating new revenue streams and measurable results."
"ESPs typically perform list marketing to fill unsold rooms, but sending one email to an entire database of past guests can potentially jeopardize your relationship," de'Ath said. "If a consumer receives an email about a topic or purchase request that they have no interest in, chances are they will opt out of receiving future emails. This can be detrimental to your entire e-marketing efforts. Instead, ZMail uses profile and behavioral marketing to identify the best possible candidates to increase occupancy, revenues and loyalty."
Profile marketing uses rich, targeted data to match what a hotel wants to sell with whom will buy it. For example, if it is Wednesday and a hotel needs to fill unsold rooms for the upcoming weekend, ZDirect can perform a profile search to identify past guests who booked four to five days out, arrived on a Friday or Saturday, and live within a 500 mile radius (as the likelihood of someone flying to a destination last minute is slim). Behavioral marketing searches for customers based on purchase history from within the PMS and identifies how much money they spent on past stays, how many times they stayed, and in which market segments to create promotional offers based on that criteria.
"ZDirect provides hotels with the most effective and cost-efficient tools available today to turn first-time guests and inquiries into loyal customers, and rewards those loyal customers with targeted marketing programs that they not only enjoy, but that they continue to opt in to receive," de'Ath said. "We build lasting relationships with real people, using real data to generate last minute offers to fill available rooms, increase onsite revenues, and deliver real results."
For more information on ZDirect, please visit www.zdirect.com.
About ZDirect, Inc:
Based in Hallandale Beach, Florida, ZDirect, an Enterprise Email Service Provider (ESP) for the Hospitality Industry, is a leading provider of electronic customer relationship management solutions for the hospitality industry. The maintenance of a single guest profile is essential for an effective eCRM strategy. With the Dynamic Content Engine and PMS integration, ZMail® automatically sends intelligent and personalized confirmations, pre-arrival emails and post-departure emails with guest satisfaction surveys via email, mobile communication, SMS, social networks and more. Learn about the real people behind every reservation. Let ZDirect help you convert your prospects to customers and your customers to loyal customers. Real People. Real Profiles. Real Results.
For more information, please contact
Tel: (440) 930-5770
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