Clairvoyix to Target Gen-X Travelers
campaigns that help Noble House properties better identify
and reach their ideal guests
LAS VEGAS — MARCH 1, 2006 — According to industry indexes, Generation X consumers are increasingly replacing the Baby Boomer generation with their travel spending. To learn more about this group of travelers between the ages of 20 and 40, and where they spend, when they spend, what they purchase and how often, Seattle-based Noble House Hotels & Resorts has selected Clairvoyix as its database-marketing partner.
Noble House Hotels & Resorts is a privately-held hotel development company that owns and manages 12 boutique hotels and resorts in seven states spanning the four coastal corners of the United States. Clairvoyix helps hotels and resorts build highly targeted traditional and electronic-marketing campaigns based on a wealth of guest data, including guest preferences, spending behaviors, monetary, demographic, lifestyle and geographic information that is both imported from a hotel’s property-management system and appended from leading data providers.
“Because Noble House is a small boutique hotel company, it’s important for us to really know our guests and then market to their individual needs – especially since we aren’t brand affiliated and don’t offer a loyalty program,” said Al Petrone, chief marketing officer for Noble House. “Clairvoyix allows us to talk to our guests ‘in their language.’ Since a big part of our market is the Gen-Xer, that means customized, personalized e-marketing.”
The most popular form of business communication used by Gen-Xers is e-mail, Petrone said. E-mail provides the instantaneous communications this group desires. When it comes to travel transactions, such as hotel reservation confirmations or pre-stay marketing promotions, e-mail is a critical component to a hotel’s e-marketing plan.
“Gen-Xers have different business ideals than those of their parents or of previous generations,” Petrone said. “They were born into the technology era, have accepted its fast-paced world and thrive under its capabilities. Not only do they prefer to do business in different ways, but they prefer different time constraints—having things delivered their way, right away. Hotels that are not implementing e-marketing and using database management software such as Clairvoyix to identify, target and reach the Gen-X consumer, and which are not providing the personalized guest services and amenities they require, will lose considerably.”
Petrone explained that the Boomer generation had fewer choices: coffee either black or with cream or sugar; 10 or fewer television channels; cassette tapes or the radio; smoking or non-smoking hotel rooms. Gen-Xers already have more choices and expect them when they travel: variations of coffee, cappuccino, latte or espresso; 500 television channels via cable or satellite; MP3-player compatible alarm clocks with chargers to play their iPODs which hold up to 50,000 personalized tunes; and hotel rooms with options for feather pillows, high-speed internet access, plasma televisions, in-room fitness centers, high-thread count linens, feather pillows, and more.
“Your hotel can either embrace the Gen-Xer through database management programs and e-marketing initiatives or die trying through more traditional marketing methods,” Petrone said. “By partnering with Clairvoyix, we have learned how to reach this next generation traveler—not from a shotgun-blast approach, but through pinpoint laser demographic and psychographic behaviors. This is not only important, it’s critical to our success.”
Knowlege is Key
Mike Schmitt, Clairvoyix CEO, said that as the hospitality industry’s premier provider of ASP business intelligence, Clairvoyix is offering Noble House properties world-class technology with e-marketing strategies and business intelligence tools that are on par with or even exceed the big hotel chains. Through the Clairvoyix Knowledge Factory —the foundation of any guest or prospect marketing initiative—the company processes guest data from a variety of sources across all properties to ensure the most accurate marketing database possible.
“We are proud to be in partnership with Noble House Hotels & Resorts,” Schmitt said. “By extracting data from each hotel’s PMS, along with data from other sources, such as the hotel company’s restaurant database marketing system, its Web site ‘opt-in’ email database, and its previous DM warehouse, we are allowing Noble House to take guest-relationship marketing to the next level by providing actionable business intelligence. It’s a proven, affordable, easy to use, marketing automation solution that will drive the incremental revenues and the guest knowledge base that Noble House was looking for.”
Petrone said implementation of the Clairvoyix database-management system was quick and easy. After a two-day training session, all 12 of the properties were up and running smoothly.
“We’re very pleased that through Clairvoyix we can peel the onion to the nth degree,” Petrone said. “We like the detail the system provides, appreciate its intuitive and sophisticated tools, and love its ease of use for our hotels. It’s a great system and partnership.”
For more information on Clairvoyix, contact Mike Schmitt at (702) 808-0909 or via e-mail at email@example.com.
About Noble House Hotels & Resorts