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‘Good quality out of town hotel has had major refurbishment but currently suffering from poor dining numbers and has limited budget for new technology/ sales & marketing.’

Operative Solutions

Use membership as catalyst to demonstrate change and communicate to local area
Ensure product is launched at correct time to attract repeat business
Create structure regular fulfilment marketing to newly acquired members
Liaise with hotel PR to ensure maximum awareness
Benefits to drive spend and show commitment to advanced customer relations techniques
Instigate an attractive first year membership with aggressive pricing to attract former users to re-trial
Hotel Membership fee commission to be redeployed by hotel to fund further marketing

Outcome

Hotels is on the upward spiral without any further investment in sales and marketing. It has re-secured its former market share and has invested in developing long term relationships. The telemarketing campaign acted as the most cost effective and productive way of spreading awareness of the new changes. The hotel also earned a commission share from the membership fee. No costs also for the hotel’s retention campaigns and they hold an invaluable ‘live’ customer database resource to refer to here forward.