CRM Tracks Guest Preferences, Supports Personalized Service and One-to-One Marketing
World-class AAA Five-Diamond destinations cannot rest on their laurels—they evolve with their customers to earn their diamonds every day. For The Breakers Palm Beach, the luxury oceanfront resort founded in 1896, it means using the most advanced online internet marketing technology to support today’s expectations for world-class customer service.
The renowned Florida resort recently implemented Cendyn’s CRM Suite to automate and enhance its “guest experience cycle,” which integrates all guest experiences and touch-points. This comprehensive program – beginning with pre-stay customized itinerary creation, to personalized check-in, check-out, guest feedback and follow-up – is seamlessly deployed in one secure database solution.
Guests may wonder how The Breakers’ staff intuitively anticipates their needs, but the secret is the resort’s dedicated staff and how they utilize their latest tools.
“We are one of the few hotels in the US to remain independent of chain affiliation, and without a large corporate machine behind us,” said Christophe A. Dagassan, director of CRM for The Breakers. “As a truly entrepreneurial company, our goal is to anticipate and exceed our guests’ expectations and always make them feel special. We can do so by giving highly personalized attention, and Cendyn’s CRM Suite helps make that possible. This invaluable resource gives our staff of 1,800 the latest technology and resources to satisfy our guests’ needs each and every day.”
Everything in one place at MyBreakersStay.com
MyBreakersStay.com, powered by Cendyn’s eConcierge system, is an integral part of the resort’s website. After guests reserve a room, they log in to their own password-protected web page to check their reservations and peruse activities; they can also book dining, special events and create their own itinerary prior to their arrival. This new channel of guest service also generates incremental revenue.
Sixty-eight percent of confirmed arrivals log onto MyBreakersStay and 20 percent use the site to request services like spa appointments, tee times, transportation, a luxury beach cabana, or to make dining reservations at The Breakers’ wide choice of restaurants.
“Our CRM solution empowers guests to engage with our concierge team online to personalize their stay,” said Dagassan. “It also generates VIP reports so our team is prepared to create a more personalized service offering.”
Targeted marketing supports revenue goals
“The Cendyn CRM suite supports our revenue goals,” said Dagassan. “We can market to guests more effectively and enhance our targeting and personalization efforts based on access to accurate historical information. The 360º view we have of our customers lets us provide compelling options that suit their interests and preferences while they are on property and when we send offers for future stays.”
“Cendyn’s eInsight system pulls relevant guest data from our PMS and other systems and provides tools to easily market to their preferences,” Dagassan said. In addition, The Breakers recently moved all of its online marketing to Cendyn’s 360º Marketing platform. Cendyn’s advanced hotel internet marketing capabilities not only facilitate the tracking of guest behavior and revenue for each marketing channel, but also expertly target and integrate all campaigns and paid advertising back to each individual guest in eInsight.
The Breakers CRM Suite provides:
- Visibility into its most valuable markets to develop smarter promotions and higher conversions
- Real-time guest analytics and modeling to identify its most valuable guests
- Triggered upgrade offers prior to guest arrival
- Automated electronic survey delivery to guests after departure to gather feedback.
“Our CRM solution is like a window into how each of our guests structures their leisure time while they are with us,” said Dagassan. “Now that we have easy access to our guests’ preferences for activities, dining, favorite season, and property amenities, our services are more personalized and our marketing strategies generate more revenue.”
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Cendyn, based in Boca Raton, Florida, is a leader in increasing revenue opportunities for the hospitality and tourism industries by applying a managed services culture and approach to a single source of proven integrated sales and marketing solutions..
Established in 1996, Cendyn is a full-service interactive sales and marketing agency whose solutions are used by over 9,000 hotel and travel destinations worldwide. The company is a solid resource of hospitality professionals who provide innovate solutions that include website marketing, website design, branding, search engine marketing and interactive products such as eProposal™, eConcierge™, eSurvey™, eInsight™, eContact™, eConnectivity™, eBooker™, and eMenus™. Clients include Starwood Hotels & Resorts, Ritz-Carlton Hotel Company, Hyatt Hotels and Resorts, Hilton Family of Hotels, Marriott and other chains and independent properties. Cendyn, the recipient of prestigious awards for website design, innovation and marketing programs, extends its “Power of We” culture into the community through sponsorships of the YMCA, youth teams and community outreach; the Boca Helping Hands food bank; George Snow Scholarship Fund; Boca Raton Historical Society; Florence Fuller Childhood Development Centers, and community projects of the Junior League of Boca Raton. To learn how Cendyn’s products and services may broaden your revenue base, please visit our website www.cendyn.com. Let Cendyn show you how far an idea can go!
About The Breakers Palm Beach
Founded in 1896 and listed on the National Register of Historic Places, The Breakers Palm Beach is one of America’s legendary resort destinations. The 540-room, Italian Renaissance-style hotel resides on 140 acres of oceanfront property in the heart of Palm Beach. The resort’s timeless atmosphere has been renewed in a style of relaxed elegance, from its magnificent interiors to its artfully designed landscape. Highly personalized service indulges couples on a romantic getaway as much as it energizes multi-generational travelers with a family-minded philosophy. The Breakers is recognized as a AAA Five Diamond property.
Robin Deyo, Executive Vice President
Boca Raton, Florida
Toll Free: 1-800-587-0975
The Breakers Palm Beach
Julie Keyser-Squires, APR