Our client has a unique niche in the outdoor hospitality space.  They knew that they needed an information system to gain leverageable insights into the identities and behavior of their guests, but they were not sure how to do it.  A strategic review of their systems, led by us, that included all stakeholders (sales, marketing, operations, finance, etc.) revealed that the first step was to upgrade to a more sophisticated Enterprise System than the system in place at the time. We managed the process to spec and deploy the new Enterprise System. 

We translated their marketing and sales needs into a custom designed and built CRM, using AKTAV, that:

• Merged data from multiple legacy systems into a data warehouse

• Automatically pulls reservation data from the Enterprise System and analyzes each reservation for multiple guest behaviors (e.g., stayed before, stayed for a weekend and or holiday, booked x days ahead, time of year, type of accommodation, amount paid, type of discount, etc.) to build a profile that it then ties back to the guest

• Has an easy to use flexible interface to filter guests based on behavior, with no limit to the number of behavior filters that can be combined and it will aggregate reservations and rank guests if desired

The CRM is being used by sales and marketing for targeted campaigns to specific guests with specific behaviors (e.g., a last minute email special for a holiday weekend targeted to guests who have made last minute reservations for the holiday in the past). It’s made their marketing more effective by making campaign emails more relevant to each recipient and cut down on the number of campaigns that a guest receives that really don’t affect them.

It’s also being used to mine for insights into new opportunities (e.g., guest addresses were geo-coded to identify opportunities for cross-selling guests that were within easy driving distance of a property but hadn’t yet been visited after the guest had visited a sister property).