Grand Traverse Resort & Spa Relies
On Clairvoyix to Target Travelers
Michigan resort renews database marketing contract to continue providing customized, 
personalized e-marketing campaigns that help the hotel and its condominium component
better identify and reach their ideal guests
LAS VEGAS — MARCH 10, 2006 —The Grand Traverse Resort and Spa, one of the largest full-service resorts, conference centers and condominium-hotel complexes in the Midwest, is strengthening its commitment to learning more about its customers by extending its existing contract with database marketing company Clairvoyix. Located in Acme, Mich., the Grand Traverse Resort and Spa is working with Clairvoyix to further identify where its guests spend, when they spend, what they purchase and how often.

The Grand Traverse Resort and Spa is ranked among the top 20 mainland resorts and top 50 travel destinations and services worldwide by Conde Nast Traveler. The property features a combined 600-plus hotel rooms and condo units, 85,000 square feet of meeting space, 54 holes of championship golf, five indoor and four outdoor tennis courts, two indoor and two outdoor swimming pools, a beach club, an upscale shopping gallery, and numerous restaurants and lounges.

”Continuing our relationship with the Grand Traverse Resort and Spa for another three years sends an important message – that database marketing not only works, but it has become a critical and proven part of the hotel and travel marketing effort,” said Mike Schmitt, Clairvoyix CEO. “Over the past three years we worked with their staff to build a guest database with appended demographic, geographic and life-style information. Today, the hotel is sending out multiple marketing campaigns each month that are customized, personalized and getting a great response.”

Because today’s travelers know how to use the Internet to find the types of destinations and accommodations that match their personal preferences, receiving custom-tailored, ”wow-factor” offers makes the difference between being a looker and becoming a booker, Schmitt said.  

“When travel destinations such as the Grand Traverse Resort & Spa send out promotional materials — via direct mail or email — the information must be pinpointed laser accurate and match demographic and psychographic behaviors,” he said. “That means sending out golf promotions to people who actually play golf and group promotions to companies that actually hold off-site meetings and events. The Clairvoyix Guest Intelligence can even identify the spending patterns of accompanying spouses and can up-sell spa packages and entertainment specials to those individuals. It’s hot technology that’s really pretty cool.”

Robust solution, partnership

Doug LaPlaca, senior director, marketing operations for the Grand Traverse Resort & Spa, said that “what makes Clairvoyix such a robust solution is its ability to execute and track campaigns.” 

“Clairvoyix is a valued business partner, not just to the resort, but to our guests and condo owners,” LaPlaca said. “It’s a closed-loop solution that captures the data we want when we want it, and allows us to view the data in any way that our business demands. If a guest is converted from a specific marketing campaign, we know it. 

A clean, appended guest and prospect database is the cornerstone of any CRM initiative, Schmitt said, whether single property or multi-property/multi-PMS.  Marketing campaigns and the analysis of guest information is useless without accurate guest data. 

“The Clarivoyix Knowledge Factory provides the platform for optimal guest information at an affordable price,” he said. “A 360-degree-view of the guest is not possible if guest data is not consolidated across all stays at all properties. Through Clairxoyix, a hotel’s most profitable guests are easily identified and profiled for marketing campaigns, guest recognition and loyalty programs.“ 

For the Grand Traverse Resort & Spa, Clairvoyix has made a significant difference in bookings and revenues. 

”Knowing our customers and business mix is critically important to how we market the resort,” LaPlaca said. “Our business is very focused on a specific market, and Clairvoyix is focused on us, its customer. The Clairvoyix Hospitality Solution is a very effective and responsive tool, and they certainly help us to accomplish our marketing goals.”

For more information on Clairvoyix, contact Eric Madsen at (561) 496-7969 or eric.madsen@clairvoyix.com.

About Clairvoyix
Clairvoyix is a database marketing company that offers an application service provider based product designed to be affordable for the smallest independent hotel or resort. It offers a world-class customer-relationship management system for very little up-front cost. The Clairvoyix product suite includes three modules that allow hoteliers to effortlessly build marketing campaigns based on a wealth of guest data that is imported from a hotel’s operational systems. Using common marketing terms, hoteliers can identify guest prospects and pull lists for immediate e-mail, direct mail or telemarketing campaigns. The company also offers return-on-investment tools to measure the effectiveness of campaigns. Clairvoyix’s customers include all KSL Resorts, ClubResorts including Pinehurst, Noble House Hotels & Resorts, PGA National Resort & Spa, and The Broadmoor, a world-class hotel and resort in Colorado Springs, Colo.

About Grand Traverse Resort and Spa
Located along the sandy shores of Lake Michigan’s Grand Traverse Bay, Grand Traverse Resort & Spa is one of the Midwest’s finest full-service, year-round, resort and conference destinations offering 660 rooms, suites and condominiums, 85,000 square feet of versatile meeting space, and 54 holes of championship golf including The Bear, designed by Jack Nicklaus, and The Wolverine - a Gary Player signature golf course.   For information and reservations, call 800-748-0303 or visit www.grandtraverseresort.com.

Barb Worcester
Tel: (440) 930-5770

Eric Madsen
Clairvoyix VP, Sales

Also See: Independent Hotels Hail Clairvoyix Database Marketing Solution; Broadmoor, ClubCorp and Seaport Boston Reach their Preferred Guests through Affordable, Centralized, Online Database Marketing / March 2006
Noble House Hotels & Resorts Partners With Clairvoyix to Target Gen-X Travelers / March 2006

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