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‘Small Hotel Chain requires greater cross-fertilisation of users to its properties and would like to benefit from e-marketing technology’

Operative Solutions

• Create generic membership across the group with potential add-ons for each property
• Utilise facilities to have local and draw between each property
• Market each property independently to its local market place to acquire strong bases each to support sustainable restaurant spend and 
• Create group database system with independent hotel access so group can benefit from individual and group marketing campaigns
• Mini loyalty site access by client will emphasis group nature
• Use data profiling and member’s own preferences selected to send offers suiting their requirements  
• Create promotional opportunities unique to members within the brand for e-newsletter and member special offers

Outcome

Hotel has seen demonstrable benefits in its marketing policy.  Cost have been reduced and responses increased in campaigns by marketing to ‘captive’ members rather than other more expensive advertising mediums.  Each property has seen significant increases in incremental local spend in dining and rooms from the group database.