Let’s get the story straight, Cendyn was the first company to offer fully integrated Hotel CRM and Data-Driven Digital Marketing solutions in the hospitality vertical, despite the occasional misstatement by industry peers who were unaware that we already implemented these strategies more than a decade ago. Over the past 20 years, we’ve successfully implemented solutions across the entire industry in more than 30,000 hotels worldwide.
The online marketplaces of the twenty-first century, together with changes to consumer lifestyles, have compelled hotels to transform the way they court customers. Guests suddenly had a voice, a very loud one, that could make or break a hotel’s image. Millennials’ demand for superior service, mobile devices and social media shook up the industry, turning everyone’s attention to loyalty.
Hoteliers have an amazing collection of raw data, which when stitched together, form a digital trail of all the interactions that occurred during the guest journey. Predictive analytics, a type of artificial intelligence (AI), uses that data to segment guests. This allows marketers to move past basic audience characteristics and discover more specific, and more relevant, audience attributes that are at the foundation for marketing engagement and personalized product offerings.
In previous research conducted, we’ve seen that the Net Promoter Score has a positive correlation to a hotel’s TripAdvisor rating. Of course that makes sense, a positive review would hopefully tie in with someone willing to recommend your hotel to a friend or colleague but following from that, we decided to delve a bit further – what exactly is driving your guests to be promoters or detractors? Our analytics team looked into a huge number of responses and analyzed their outcome to find some fascinating conclusions.
As SVP of Global Marketing + Business Development for Cendyn, Michael Bennett is a man on the move. A frequent traveler, he lives by his iPhone to keep things moving at Cendyn. Today, he shares what’s on his phone.
Last week the Cendyn team packed their bags from around Europe, Canada and the US to come together and join in on the madness that is ITB Berlin. Not only did we have the pleasure of attending ITB Berlin last week, we were also able to squeeze in attendance at both the International Hotel Investment Forum (IHIF) and an event hosted by the HSMAI EU team at the beautiful Sofitel Berlin Kurfurstendamm in the lead up to ITB.
Today’s little girl who loves technology believes she can shatter glass ceilings, code a Web site and change the world in a day’s work. Her Mom? Even with talent and drive, she’d likely need convincing. Because in today’s male-dominated technology field, despite progress, women are still underrepresented to a large degree. But that’s not the case at Cendyn.
Hotel systems hold a wealth of information, but the key to making data actionable is through technology integrations. In a cohesive universe, all guest touch points are gathered in one place, providing hotels with a holistic view of guests and ending data silos. We sat down with Piers Hughes, Chief Information Officer at Cendyn, to talk about why integration is so important in today’s data-driven hotel environment.
When peak season hits, the pressure heats up for hotels to fill rooms to capacity. More than any other time of the year, guests are actively searching for properties, so how can a hotel maximize this golden opportunity? For marketers, the key to winning seasonal business is a digital strategy centered around location, context and relationships.
