Hotel Online  Special Report

Amelia Island Plantation Builds Repeat Guest Business
with Datavision CRM Module

Adds Marketing Campaign software to communicate with
current guests and increase revenues. 

WESTON, FL — (January 6, 2004) - Datavision Technologies, a software solutions firm that specializes in data warehousing and business intelligence systems for the hospitality industry, recently developed a new CRM Marketing Module and installed it at the Amelia Island Plantation Resort. In addition to using the revenue management module at the resort, the new marketing module enables the marketing department to measure campaign success and obtain return on investment on those campaigns. 

“We now have a wealth of marketing data literally at our fingertips”, stated Betty Jimmo, Electronic Marketing Manager. “I can select any criteria; guests who have used certain services such as golf or spa, particular shoulder dates where we need to drive business, or room types booked. Once the names are extracted, they are cleansed and dropped into an email program and then Datavision tracks the ROI of the marketing campaign (tracking repeat and new customers). The program also extracts all of the revenues of my guests so now I can provide analysis by revenue center AND drill down to the guest name.”

Every day, the marketing module extracts detailed information from the Springer-Miller HOST™ property management system about each guest including name, address, email, phone number, etc.  In addition, guest spending patterns are analyzed by extracting every posted revenue transaction (room revenue, telephone, business center, etc.) The module also extracts future bookings every day, keeping track of guests who have made bookings in the future. 

The marketing department can then query the marketing database using a variety of criteria to find guests who fit a certain profile (“Guests who spent more than $500 in the Spa” or “Transient guests who stayed over Thanksgiving the last 3 years” or “Guests who stayed at least seven nights and spent a total of $2,500”, etc.)  Once guests fitting a certain profile have been identified, they can be exported to an external email program for marketing purposes.

After a particular marketing campaign has been established, the success or return on investment of the campaign is tracked by showing the guest names who have booked and/or stayed and showing the ratio.

A mapping feature is available which allows a map of the US overlaid with the ‘data points’ of guests who stayed with particular criteria. A number of demographics can be overlaid with these guest data points: Income per Capita; Median Household Income, etc.

“We are pleased that the Amelia Island Plantation leveraged our knowledge and partnered with us to develop this new module,” says Sudharshan Chary, President of Datavision. “This module allows the management team to view summary revenues in the data warehouse and drill down into the CRM module and view specific guest names by any transaction code posted.”

About Datavision Technologies

Datavision Technologies, a privately owned company established in 1996 and based in Weston, Fla., serves approximately 75 clients in hotels and resorts across North America. Datavision’s data-warehousing products have successfully been used to achieve a variety of goals, including night audit automation, revenue management, forecasting, marketing, corporate consolidation, payroll control, comment-card reporting, owner reporting, recreation scheduling and reservation agent productivity, and group revenue analysis. For more information, log on to the corporate Web site,, or contact Sherry Marek at Datavision Technologies Inc., 860 Marina Drive, Weston, FL 33327; phone (954) 385-0525 ext 113, or e-mail

About Amelia Island Plantation

4-Diamond destination resort overlooking the blue water of the Atlantic on the east and the green marshland and Intracoastal waterway on the west. Noted for its environmental consciousness, this privately-owned 1,350 acre resort and residential community features miles of wide beaches; world renowned golf and tennis facilities; fine dining; entertainment; and shopping. For more information, log on to the corporate Web site,



Sherry Marek
Tel: (954) 385-0525 x113

Betty Jimmo
Amelia Island Plantation Resort
Tel: (904) 321-5061

Also See: Datavision Enhances its Revenue Management Module by Adding Spa/Golf Revenue Analysis and Res Agent Productivity Data / June 2003
nterContinental New Orleans installs Datavision™ Business Intelligence System /  June 2003
Interstate Hotels & Resorts Installs Datavision Business Intelligence System / May 2003
Tarsadia Hotels Reaping Benefits From Datavision’s Business Intelligence System / April 2003
Intrawest Corp. Resorts Team With Datavision To Streamline Information / Jan 2003
Loews Hotels at Universal Orlando Realizes Significant Labor Savings by Installing Decisions Data Warehouse from Datavision Technologies / Nov 2002 
Decisions Business Intelligence System Installed at 7 American Skiing Company Resorts / March 2003

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