More than any other area of the exploding tourism industry, the high-end luxury resort market has been the beneficiary of the advantages of CRM investment in recent years. CRM technology allows premium hotel chains to justify their price tags with a higher level of guest knowledge, in turn translating into a more personalized service which individuals are happy to pay for.
Omni Hotels and Resorts has chosen to go with Cendyn as its CRM provider. Cendyn will also help it to manage its customer loyalty scheme. The company provides cloud-based software and CRM services for the travel and hospitality industry.
As part of the new CRM installation, Cendyn will implement a new solution that will collect data from multiple Omni property systems around the world. It can provide real-time personalized communications, loyalty services and guest intelligence at 60 hotels within the company’s portfolio.
Omni is a luxury resort manager with a global profile. As such, it aims to deliver a highly personalized service to its guests, including a heightened level of recognition and loyalty rewards for those guests who keep coming back.
Cendyn will help Omni unify its marketing, loyalty and guest engagement efforts, as well as supply a more consistent level of service, regardless of the location of that guest interaction. It will also supply the marketing team a much deeper level of understanding of its patrons, which will help drive marketing strategy and spending in the future.
Cendyn’s tech stack will bring to each Omni property a better understanding of guest history, status and preferences on a real-time basis. For staff at the hotels, this means they can deliver a more tailored offering and further enhance the existing service levels.
“With Cendyn, we are using this forward-thinking data to put guests at the heart of what we do,” explains Ken Barnes, chief information officer at Omni Hotel & Resorts. The objective, he says, is to help Omni to build long-lasting relationships with its guests while also helping to enhance the overall brand.”
“Cendyn gave us confidence, knowing we could measure value quickly and make smarter business decisions using its technology,” he adds.
The Cendyn CRM creates a detailed single profile for each guest. Using that data, Omni is able to communicate to each guest across the travel lifecycle and learn more about her or him through interactions with the company, its resorts and its staff. This level of personalization has been proved to drive guest retention and create more loyal brand advocates.
Cendyn’s appeal to Omni is obvious, particularly given its wide reach across the US and internationally, with offices in Canada, Germany, the UK and Singapore, as well as five locations in the United States. It currently serves more than 30,000 clients in 143 countries, with an enterprise spend topping $1 billion.
• Cendyn is helping Omni build and manage a cloud-based CRM platform that will enable Omni to track its interaction with guests and build a more complete profile of their preferences.
• The installation of the CRM will also generate new metrics to form the core of future marketing spend.
• The new system will also bring garner more information on its loyalty schemes.