Cendyn/ONE™ Digital Campaign for Hotel del Coronado Results in $3.3M Revenue Increase in Flat Market
June 12, 2014 4:51am
Cendyn/ONE's Cloud-Based Software and Services Platform Delivers Profitable Marketing Outcome, Strong Increases Year-Over-Year Across ALL Key Performance Indicators
Boca Raton, Fla. - June 12, 2014 - Continuing to drive significantly higher marketing ROI for hotels and resorts, Cendyn/ONE™ generated $3.3 million in revenue for the Hotel del Coronado in San Diego, California from January through June 2013 with an integrated, data-driven digital marketing campaign. The results were revealed in a recent case study prepared by Cendyn/ONE.
Part of the Cendyn® portfolio, Cendyn/ONE provides a cloud-based software and services platform, allowing marketers to capture, store and analyze a hotel or brand's unique data to make it actionable. This creates new and compelling ways to drive a more profitable marketing outcome and increase overall guest satisfaction and loyalty. The platform provides a single integrated view of guest history, value, behavior, desire, intent and engagement, culminating in dynamically generated, one-to-one marketing across all digital channels.
In the first half of 2013, San Diego was at the bottom of the top 25 U.S. markets for hotel performance. Occupancy was flat and the average daily rate increased only 2.1 percent from 2012. Several new resort competitors opened, adding more than 800 hotels rooms to the already challenging market.
To increase occupancy and revenue, as well as educate consumers about Hotel del Coronado's storied history, Cendyn/ONE leveraged its powerful marketing platform to implement advanced digital marketing, cloud-based CRM and interactive design initiatives. The approach included data-driven display, paid search, social and video marketing tailored to the hotel's target audience of affluent in-market travelers.
The digital marketing campaign, constructed around the Hotel del Coronado's 125th anniversary, resulted in over 3,300 bookings and more than 9,100 room nights from January through June 2013. The campaign generated $3.5 million in revenue at a 19 times return on investment. As a result of the campaign, Hotel del Coronado experienced a 34 percent year-over-year growth revenue in soft market conditions, and a 46 percent year-over-year increase in room nights generated despite the flat market occupancy rates.
The campaign delivered over 29.5 million targeted impressions and generated over 123,000 direct interactions. Over 17,000 consumers watched videos about the hotel's history, and there were over 47,000 visits to the hotel's history microsite created for the campaign.
"We were thrilled to partner with the talented Hotel del Coronado marketing team on this comprehensive digital marketing campaign," said Tim Sullivan, president of Cendyn/ONE. "By combining the wealth of data intelligence within our CRM platform with market and on-property insights, we were able to drive a result that significantly outperformed the competition in very challenging market conditions, and at a high rate of return on their investment."
Going to HITEC 2014 in Los Angeles, Calif. June 23-26? Visit booth 1135 to meet with Cendyn/ONE's team to learn how we can increase your revenue with ONE cloud-based software and services platform.
hotel del coronado
Contact: Dee Surico, Marketing Manager
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