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Libra OnDemand Helps Viceroy Hotel Group Better Understand,
Connect With Guests

Cloud-based platform’s deep, wholly customizable CRM solution gives luxury hotel company
unprecedented 360-degree view of customers

Celebration, Fla. — June 16, 2011 — Libra OnDemand and its comprehensive Hospitality Management System is providing Los Angeles-based Viceroy Hotel Group with a complete 360-degree view of its customer base, giving it tremendous clarity and understanding of who its guests are—both on an individual basis and in terms of larger demographic breakdowns. The result is unprecedented personalization of guest experiences combined with the ability of the luxury hotel company to perform target marketing with a degree of specificity previously thought impossible.

Libra OnDemand's cutting-edge customer relationship management functionality enables creation of comprehensive guest profiles, including tracking of customer preferences, shareable across a hotel company's entire portfolio. Libra OnDemand is a leading Software-as-a-Service (SaaS) provider of hospitality solutions that are natively built using Cloud technologies, which means the applications available to interface with the system are virtually endless. That includes seamless integration of social media platforms like Twitter, LinkedIn and Facebook, which Viceroy leverages not only to communicate with fans, but also to learn more about the guests themselves. “Libra OnDemand gives us a great advantage to do what we in the hotel business do best—take care of people on a personal level,” says Patricia Davis, Associate Vice President of Revenue Management and Reservations for Viceroy Hotel Group. “We now have all the tools we need to surprise and delight our guests in stunningly memorable ways.”

Viceroy executives marvel at the extraordinary depth of the technology’s CRM capabilities, but it was a different functionality that originally drew the hotel company to Libra OnDemand more than a year ago. Viceroy initially tapped Libra OnDemand for its integrated email marketing platform, which it uses in conjunction with the group sales management module to efficiently and effectively communicate with guests. Libra OnDemand makes email marketing campaigns a breeze, and combined with its searchable CRM system, Viceroy can now send out highly targeted promotions to extremely specific customer lists—wine-loving dog owners who live in Florida, for example.
Viceroy has also recently begun using Libra OnDemand’s performance analytics tools to measure major key performance indicators, both for individual properties and across the portfolio. At Davis’ request, Libra OnDemand even built a set of customized dashboards for Viceroy that track specific metrics that the company deems critical. The system automatically generates a series of detailed weekly performance reports, doing in a few minutes what it used to take Davis two days to accomplish. “We can take this data that was already available and crunch it more quickly and effectively, helping salespeople understand where their business is coming from so they can tailor their sales strategies to make the most of the market demand,” Davis says.

Villa at Viceroy Anguilla

“We started using Libra for a very specific purpose—to manage our email marketing campaigns,” says Nicholas Clayton, President of Viceroy Hotel Group. “The longer we use it, the more ways we find to take advantage of it. Besides the ongoing rollout of the CRM and analytics applications across our portfolio, we’re also planning to soon add virtual concierge assistance. We’ve found Libra to be fully infinitely scalable, and their pay-as-you-go model makes it simple to add new applications as we need them.”
Libra OnDemand provides a flexible, secure and affordable solution that streamlines and automates the way customer interactions are managed. Accessible through any web browser and compatible with almost every major property management system, Libra OnDemand requires no upfront capital investment, has no hidden technology costs and charges no fees for ongoing basic maintenance and support. For more information, please contact Libra OnDemand CEO Gregg Hopkins at, or visit
About Viceroy Hotel Group
Viceroy Hotel Group delivers one-of-a-kind lifestyle experiences that bring together provocative design and intuitive service in sought-after locations. The current portfolio of managed properties includes two luxury brands, Viceroy and The Tides. Viceroy Hotels & Resorts exemplify a passion for authentic, visionary design and personalized service. Signature Viceroy amenities and services created for the brand’s diverse business and leisure guests include dynamic dining venues featuring world-class culinary talents and destination spas specializing in health, fitness and beauty. Current Viceroy properties include hotels and resorts in Santa Monica, Palm Springs, Miami, Anguilla and Snowmass, Colorado with forthcoming openings in Beverly Hills (in what is currently L’Ermitage Beverly Hills), the Maldives and Sowwah Island in Abu Dhabi. The Tides brand offers chic beachfront backdrops that inspire reconnection through cultural experiences delivered with style and spirit. Every Tides destination interprets indigenous cultural elements, expressed in each property’s décor, cuisine, and spa. The Tides collection includes hotels and resorts in Miami’s South Beach, Mexico’s Riviera Maya and Zihuatanejo, as well as upcoming developments on St. Lucia in the Caribbean, which is currently operating as Jalousie Plantation. The Urban Retreat Collection includes Avalon Hotel in Beverly Hills, Maison 140 in Beverly Hills, and Sheraton Delfina in Santa Monica.

About Libra OnDemand
Libra OnDemand LLC is a leading Software-as-a-Service (SaaS) provider of hospitality solutions natively built using Cloud technologies. The comprehensive Libra OnDemand Hospitality Management System provides a suite of affordable, easy to use, web-based applications: CRM & Email Marketing; Concierge Desk; Sales, Groups & Events; and, Loyalty & Rewards. Additionally, Libra Portals offers Libra Customer Portal (custom designed, consumer-facing websites) and Libra HMS Portal (mobile device accessible, employee collaboration tools). For more information about Libra OnDemand, contact or visit the website

Editor’s Note: Electronic images are available by contacting Adam Kirby at Plan A PR & Marketing, Inc.  • Phone: 708-386-1901 or email:


Gregg Hopkins, CEO
Libra OnDemand
Tel: +1.407.412.9296

Adam Kirby
Plan A Public Relations & Marketing Inc.
Tel: +1.708.386.1901

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