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  • New Global Directors Join the 2018-2019 HFTP Board

    The HFTP 2018-2019 Global Board of Directors was installed during the association's 2018 Annual Convention and introduces new directors Toni Bau, Carson Booth, CHTP and Mark Fancourt. These extensive director profiles give insight into the distinguished professions and personal goals of HFTP's newest association leaders.

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  • HFTP GDPR Guidelines: Privacy Policies for Hotels

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Getplanning, by Cendyn, launches To Do Lists a new feature to keep hoteliers on top of their tasks

Cendyntm · 7 February 2019
BOCA RATON, FL, USA - Thursday, 7 February 2019 - Getplanning, by Cendyn is excited to announce the launch of a useful new task management feature, To Do Lists, that allows you to easily manage workflows and deadlines within your hotel planning team.Getplanning is an event planning platform for all hotel planning stakeholders. It provides a collaborative space for team members to align on project management, timelines, budgets, communications, and now, task management. Getplanning lets multi-party teams share documents, publish information, and exchange messages in a secure environment with role-based permissions.The new feature, To Do Lists, has been created to ensure hotel planners will never miss another deadline. To Do Lists allow planners to create checklists, assign tasks, set deadlines, and get notifications on completion, whether it is a personal list or to help organize an entire team. All lists can be managed before, during or even after an event has passed."To Do Lists have been one of the most eagerly requested Getplanning features ever and we've been working hard to design a system that works for all of our users, from the individual planner to the biggest teams" said Robin Deyo, Enterprise Business Officer at Cendyn. "This feature is an exciting step for us and speaks to the ongoing commitment we live by to continuously evolve and innovate our product suites.""Busy planners and hotel teams are going to make a lot of lists, it's the nature of the job. There's a lot to do so, in turn, there's a lot of lists but keeping track of it all shouldn't be an extra job." Deyo continues, "Getplanning's 'To Do Lists' help keep everyone on the team on the same page, no matter how much is going on at the hotel and within the team.Never miss another deadline or forget another task with Cendyn's Getplanning. The new To Do Lists allow planners to stay ahead of the game and keep their project management skills in check. To learn more about To Do Lists, visit Cendyn Getplanning.
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Cendyn is the World's Leading Hotel CRM Technology Provider 2018

Cendyntm · 3 December 2018
Boca Raton, Florida, December 3, 2018 - Cendyn has taken home four World Travel Awards at the prestigious Grand Final Gala Ceremony on December 1, 2018, in Lisbon, Portugal. Winning World's Leading Hotel CRM Technology Provider, World's Leading Data Driven Marketing Agency, World's Leading Hotel Sales Proposal Platform, and World's Leading Hotel Event Management Platform, bring Cendyn's tally for World Travel Awards across the globe to nine in 2018."It has been an incredible year for us at Cendyn. We have seen exponential growth across the globe on our team and with our customers as more and more hotels embark on a partnership with us. We are honored to have been recognized for this work with these very prestigious awards." says Charles Deyo, CEO & President at Cendyn. "As the landscape of the hospitality industry evolves, we are excited to see how hotels are adapting faster than ever before to embrace this change with technology platforms like ours. We look forward to continued growth in 2019."Using a centralized data platform as a means for hoteliers to communicate with their guests has revolutionized how they can learn more about guests interactions, drive direct bookings, maintain a brand presence with their most valuable guests and stay competitive in their market. Cendyn's complete product portfolio strives to keep hoteliers innovating and at the forefront of what they do.Cendyn's CRM Suite caters for every hotelier from large brand to small boutique properties. Using multiple integrations, Cendyn consolidates multiple data points from disparate data transactions to engage with travelers throughout the guest journey. Business rules-based automation combined with dynamic personalization and upsell opportunities drive revenue through multiple channels and helps hotels acquire new customers.Cendyn's unique Data-Driven Digital Marketing Suite enables hoteliers to learn about and target their most valuable guests more than ever before. By targeting the right guests, at the right time, with the right message, hoteliers are able to cut through the noise of the crowded hospitality industry with personalized multi-channel campaigns that showcase and drive awareness of their brand.Cendyn's eProposal software allows hoteliers to respond to RFPs in minutes and seize their first-responder advantage to dramatically increase group bookings. eProposal is built to deliver personalized, media-rich RFP replies on a branded microsite. Real-time alerts of interactions with proposals also allow hotel sales representatives to react immediately before their competition does.
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Sofia Hotels Management implements Cendyn's eInsight CRM across their hotel group

Cendyntm ·15 November 2018
November 15, 2018 - Boca Raton, Florida - Sofia Hotels Management, a Bulgarian hotel management company, has selected Cendyn to power CRM across their portfolio of hotels. Located in Bulgaria, Sofia Hotels Management is responsible for the development of the hotel portfolio of NIKMI JSC. Their portfolio includes Grand Hotel Sofia, Suite Hotel Sofia and soon to open, The Millennium Hotel.Cendyn will implement CRM across their hotel portfolio and include a guest intelligence solution that utilizes data collected from multiple sources, to provide a true, single source of truth for each guest. This visibility and accessibility will enable each property to gain a clear understanding of their guest history and preferences in real time. It will also keep their guests at the forefront of what they do and allow them to concentrate on providing exceptional service to every guest.Magdalena Georgieva, Group Commercial Director said "By choosing Cendyn as our CRM platform for Grand Hotel Sofia, we aim to give guests the most personalized experience and remain relevant in an increasingly competitive area of client service, whilst ensuring that our data is managed and utilized in a secure and compliant way. We believe Cendyn will provide us with an automated platform that will deliver relevant marketing to guests and a guest intelligence solution that will drive brand loyalty through effective personalization across the whole process; from hotel search to post-stay communication."Charles Deyo, CEO & President at Cendyn said "This is extremely exciting for us as Sofia Hotels Management is our first group of hotels to implement CRM in Bulgaria. We are growing fast across Europe, so partnering with such a forward-thinking team of people at Sofia Hotels Management is a testament to that growth. Using CRM across their portfolio will enable the team to learn more about every guest, personalize their experience, and drive loyalty and brand recognition with every guest, no matter which channel they book through."Julieta Serafimova, Cluster General Manager said "Being aware of the latest technology trends is vital for us to stay in line with the demanding hospitality business environment. We see, more than ever, that tech-savvy customer behavior leads to an increased power of buyers and fast-growing business models. This has encouraged us to put our efforts in developing an innovative sales techniques and marketing tools (website improvements, virtual reality videos, apps, online reputation software are just to mention some of them) and CRM is a crucial step for the next level."About CendynCendyn is a cloud-based software and services provider that develops integrated technology platforms for driving sales and marketing performance in the travel and hospitality industry. The Cendyn Hospitality Cloud offers the most complete set of innovative software and services in the industry, covering hotel marketing, guest engagement, group sales, and event management. With offices in Boca Raton, Atlanta, Boston, San Diego, Toronto, Whistler, Munich, London, and Singapore, Cendyn proudly serves more than 30,000 clients in 143 countries with enterprise spend levels in excess of $1 billion. For more information on Cendyn, visit www.cendyn.com.About Sofia Hotels ManagementA Bulgarian management company, responsible for the operation and development of the hotel portfolio of NIKMI JSC, in Sofia, Bulgaria, namely: 5-star Grand Hotel Sofia, 4-star Suite Hotel Sofia, by September 1st, 2017 - Central Park Hotel Sofia. NIKMI JSC is a company with long experience in the construction industry, mainly in residential, office and multifunctional buildings, and the related infrastructure. Sofia Hotels Management was established in 2013 when the Suite Hotel Sofia opened. The hotel portfolio will definitely keep on growing with the latest 5-star Millennium Hotel in the pipeline for its grand opening in late 2019.Millennium Hotel is located in a stand-alone plot of the highest building in the city center offering undisturbed views of the city's skyline and Vitosha Mountain. The ultra-modern and luxurious hotel has its own helipad to serve its well-heeled VIP clientele, panoramic restaurants and lounges and one of a kind gourmet restaurant on the 30th floor. With a whole floor (4,500 sq. m) dedicated to accommodating enviable health and spa center facilities and a number of high-end dining outlets located on the top floors of the building, the hotel will cater to both leisure and business travelers. The Millennium Hotel will be the city's largest upscale conference hotel with near 400 rooms and conference capacities covering close to 2,500m2.
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Fleming's Hotels implements best-in-class hotel CRM platform, Cendyn's eInsight, across their hotel group

Cendyntm · 4 October 2018
Thursday, October 4, 2018 - Frankfurt, Germany - Fleming's Hotels, a modern leader in the business & leisure hospitality marketplace in Germany, has selected Cendyn, the leading hotel sales, and CRM provider, as the group's CRM technology partner.The Fleming's brand is a modern, innovative hotel brand in Germany. Each property within the group prides themselves on their perfect symbiosis between international standards and local charm. Guests at Fleming's Hotels can look forward to a combination of experience, quality, and passion. Both business travelers with high standards looking for an elegant venue for their meetings and leisure guests can benefit from the classic "Fleming's" atmosphere and the charming distinction. Cendyn will implement a state-of-the-art solution that will collect data from multiple property systems to provide real-time personalized communications and guest intelligence at 20 hotels across Germany, Austria, and Switzerland within the Fleming's Hotel portfolio.Hartmut Schroder, CEO Fleming's said "By choosing Cendyn as our CRM platform, we plan to take our communication, personalization, and data security efforts to the next level. Cendyn will provide us with a platform that enables us to drive loyalty and retention across our portfolio of hotels, whilst ensuring that our data is managed and utilized in a secure and compliant way."Cendyn's eInsight CRM provides a marketing automation and guest intelligence solution that can easily handle complex interfaces, drive loyalty and leverage real-time data to provide personalized one-to-one communications for every guest, no matter what channel they came through. Business rules-based automation combined with dynamic personalization and upsell opportunities drive revenue through multiple channels and will help Fleming's Hotels acquire new customers as well as drive loyalty with existing guests."We are thrilled to be partnering with Fleming's Hotels. Working with a group of hotels in Germany with such well-renowned heritage and stature is a true honor," said John Seaton, Managing Director, EMEA & APAC, of Cendyn. "Their decision to embrace CRM and the technology enhancements that Fleming's Hotels will see with this adoption is a testament to their commitment to their guests and their desire to stay ahead of the trends in technological advancements. We look forward to helping Fleming's Hotels continue to drive profitable revenue growth, guest satisfaction, and loyalty."About CendynCendyn is a cloud-based software and services provider that develops integrated technology platforms for driving sales and marketing performance in the travel and hospitality industry. The Cendyn Hospitality Cloud offers the most complete set of innovative software and services in the industry, covering hotel marketing, guest engagement, group sales, and event management. With offices in Boca Raton, Atlanta, Boston, San Diego, Toronto, Whistler, London, Munich, and Singapore, Cendyn proudly serves more than 30,000 clients in 143 countries with enterprise spend levels in excess of $1 billion. For more information on Cendyn, visit www.cendyn.com.About Fleming's HotelsFleming's Hotel Management und Servicegesellschaft mbH & Co. KG, with its headquarters in Frankfurt, am Main, was founded in 1990. Altogether, the portfolio includes 20 accommodation establishments: Ten four- to five-star hotels of the Fleming's Hotels & Restaurants brand in Frankfurt, Munich, Vienna and Zurich, and soon a new hotel in Hamburg. Furthermore, Fleming's GmbH & Co. KG operates the Savigny Hotel Frankfurt City, franchise enterprises with Deutsche Hospitality and the IntercityHotel GmbH, as well as three boarding houses of the "LiV'iN Residence by Fleming's" brand. Fleming's GmbH operates in Germany, Austria, and Switzerland and employs around 650 employees.
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Cendyn is North America's Leading Hotel CRM Technology Provider & Data Driven Marketing Agency for 2018, as voted by prestigious World Travel Awards

Cendyntm ·24 September 2018
Cendyn, the leading provider of hotel CRM and hotel sales platforms in the hospitality industry, has been voted as North America's Leading Hotel CRM Technology Provider and North America's Data Driven Marketing Agency for 2018. The prestigious World Travel Awards recognizes companies, organizations and brands that push the boundaries of hospitality industry excellence."We are truly honored to have won these awards. Cendyn was founded over 20 years ago in North America, so these awards really resonate with our continued efforts to innovate and evolve with the hospitality industry," says Charles Deyo, CEO & President of Cendyn. "Day-in-day-out, we see hoteliers across the globe now embracing technology systems, such as CRM and data-driven digital marketing, to improve how they engage with, and acquire their guests. It is becoming a 'must-have' as hotels that implement these technologies not only see more direct, higher yielding bookings, but they are also able to watch those guests become returning, loyal guests."The awards in North America follow Cendyn's win of Leading Hotel CRM Technology Provider in Europe and Leading Data Driven Marketing Agency in Europe and Asia 2018. Cendyn is also in the running for these categories, as well as Events Management and Sales Proposal Platforms, in the Worldwide competition, with winners announced in December at a gala reception in Lisbon, Portugal.Cendyn's CRM Suite caters to every hotelier from large brand to small boutique properties. Using multiple integrations, Cendyn consolidates numerous data points from disparate data transactions to engage with travelers throughout the guest journey. Business rules-based automation combined with dynamic personalization and upsell opportunities drive revenue through multiple channels and helps hotels acquire new customers.eInsight CRM provides enterprise marketing automation and guest intelligence for multi-property/multi-brand hotels and Cendyn's Guestfolio CRM provides intuitive marketing automation and guest intelligence for boutique and independent hotels.Cendyn's unique Data-Driven Digital Marketing Suite enables hoteliers to learn about and target their most valuable guests. By targeting the right guests, at the right time, with the right message, hoteliers cut through the noise of the crowded hospitality industry with personalized multi-channel campaigns that showcase and drive awareness of your brand. Hotels are continuing to evolve in how they engage with their guests. By using technology and data to drive this engagement, hoteliers are able to revolutionize how they interact with guests, use tools to drive direct bookings, maintain brand presence and stay competitive in their market. Cendyn's integrated Digital Marketing Suite and Hotel CRM Suite enables hoteliers to keep their guests at the forefront of what they do and concentrate on providing exceptional, personalized customer service at all times.
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Cendyn has been nominated for four prestigious World Travel Awards 2018

Cendyntm ·12 September 2018
Cendyn, the leading provider of hotel CRM and hotel sales platforms in the hospitality industry, has been nominated for four World Travel Awards; World's Leading Hotel CRM Technology Provider, World's Leading Data Driven Marketing Agency, World's Leading Hotel Sales Proposal Platform 2018 and World's Leading Hotel Event Management Platform.The World Travel Awards recognizes companies, organizations, and brands that push the boundaries of industry excellence."We are extremely honored to have been nominated across all these awards on a global basis," says Charles Deyo, CEO & President at Cendyn. "The hospitality industry is evolving at a remarkable pace and our software, that stretches across both marketing and sales departments within a hotel, is paving the way for their future. It's incredible to see the rate that hotels, large and small, are now adopting CRM and data-driven digital marketing, to improve how they engage with, and acquire their guests. Not only do we see an increase in uptake of these technology solutions, we also see continued growth and footprint in our Hotel Sales Suite solutions which are also used across the globe."This nomination follows Cendyn's win of Leading Hotel CRM Technology Provider in Europe and Leading Data Driven Marketing Agency in Europe and Asia 2018.Cendyn's CRM Suite caters to every hotelier from large brands to small boutique properties. Using multiple integrations, Cendyn consolidates multiple data points from disparate data transactions to engage with travelers throughout the guest journey. Business rules-based automation combined with dynamic personalization and upsell opportunities drive revenue through multiple channels and helps hotels acquire new customers.eInsight CRM provides enterprise marketing automation and guest intelligence for multi-property/multi-brand hotels and Cendyn's Guestfolio CRM provides intuitive marketing automation and guest intelligence for boutique and independent hotels.Cendyn's unique Data-Driven Digital Marketing Suite enables hoteliers to learn about and target their most valuable guests more than ever before. By targeting the right guests, at the right time, with the right message, hoteliers are able to cut through the noise of the crowded hospitality industry with personalized multi-channel campaigns that showcase and drive awareness of your brand.Cendyn's eProposal software allows hoteliers to respond to RFPs in minutes and seize their first-responder advantage to dramatically increase group bookings. Cendyn's award-winning eProposal is built to deliver personalized, media-rich RFP replies on a branded microsite. Real-time alerts of interactions with proposals also allow hotel sales reps to react immediately before their competition does.VOTE NOW!

Aggregating your hotel data with CRM

Cendyntm · 5 September 2018
Since then, the number of platforms used by hotels to engage guests, streamline operations and drive revenue has proliferated. Today, a hotel may use a dozen or more applications, from revenue management systems to guest survey solutions to marketing automation software."Guests leave a tremendous amount of data in their wake at the various touchpoints during their stay--website, call center, PMS, mobile app, POS, activities, survey, loyalty program, just to name a few," said Sullivan of Cendyn. "The challenge is that each of these systems captures a sliver of information about the guest, and it's housed in disparate data silos." When you consider the entire lifecycle of a guest, which may encompass multiple stays at properties and brands within a hotel group, the amount of data increases exponentially.The challenges arise out of the evolution of technology in hotels. New tools have been developed piecemeal over the years, some as standalone applications, others as add-ons. Because many of the systems do not communicate with one another, a hotel company may have multiple profiles of the same guest scattered across its properties and databases.THE IMPACT OF MULTIPLE SOURCES ON STAFF MEMBERSIn today's competitive marketplace hotels need to know their guests and earn their loyalty. Customer relationship management utilizes a combination of technology and human hospitality to create rich profiles of guests and cater to their individual needs and preferences. By mining these profiles, staff can make informed decisions about the services, amenities and marketing campaigns they need to gain an edge over competitors.For CRM to be effective, staff must work closely together in the pursuit of mutually aligned objectives--namely, guest satisfaction, engagement, loyalty, advocacy, and profitability. Hotels must invest in technology that facilitates the collection, sharing, analysis, and use of guest data.Under the current fragmented state of technology, hotel staff are impeded from achieving these objectives. Without a complete picture of the guest, the front desk doesn't know if a guest is a first-timer or a frequent customer of the brand. Marketers are unable to segment guests based on behavior and interests and must resort to sending generic offers. With limited access to data, department heads are prone to setting unrealistic and unachievable forecasts and budgets.To overcome the challenges, staff find workarounds. Front desk staff jump from one database to another to extract and input guest profile data. Revenue managers manually reconcile data from multiple sources on Excel spreadsheets. And marketers pool data from diverse silos in an attempt to segment guests and send targeted offers.In the process, guests experience delays, lapses in service and frustration. Loyalty and preferences go unrecognized, and guests don't come back. Guests receive irrelevant email offers and opt out of the database. Rather than empower staff to achieve objectives, technology leads to inefficiencies, errors and lost business.AGGREGATING THE DATAHoteliers understand that the current situation is untenable, but what's the solution? A first step is to integrate data across silos, but the process is not as simple as it sounds. "Data integration can be challenging if systems don't talk to each other very well," said Abdullatif Awadh, Senior Director of Customer Relationship Management at Dubai-based Jumeirah Group. "This leads to sources not being accurate, and you lose confidence in the information."Prior to integration, brands need to standardize how data is input and establish common formatting, rate codes, market codes, and other data fields. After integration, data must be cleansed and deduped, and subsequent data-sharing must be frequent, if not in real-time. Only then can staff confidently use the data to guide decisions."To minimize these challenges, hotels need robust and solid integrations built specifically for their systems. We need to ensure we have the right data to communicate with our guests, whether confirming a reservation or managing the entire lifecycle of a customer. Our CRM and other systems need to be in sync."-- Abdullatif Awadh, Senior Director of Customer Relationship Management, Jumeirah GroupTHE POWER OF A SINGLE PROFILEBy integrating systems, hotels can take advantage of the many tools available to collect data and engage guests while at the same time working from a shared database. "The end goal is a single version of truth," said Sullivan of Cendyn. "A centralized, integrated database that provides a complete picture of your guests. That's when you can start doing exciting things with that data."With a single view of the customer, hotel staff can ensure that engagement is meaningful and relevant at every touchpoint during the guest journey. Profile information may include the guest's photo, stay history, total spend, interests, preferred room types, links to social profiles, loyalty program status and feedback from previous stays.The benefits of an integrated database are far-reaching. Staff members do not need to perform multisource data lookups or find workarounds. Marketers have at their fingertips all the information they require to send the right message to the right guests, through the right channels, at the right time. Managers can access the data they need to create accurate budgets, forecasts, and reporting.For hotel companies with multiple brands, the benefits extend to the entire portfolio. "Food & beverage can mail prearrival information about activities on property that may be of interest to the guest," said Chetan Patel, Vice President, Strategic Marketing & Ecommerce at Bangkok-based Onyx Hospitality Group. "Operations benefits from feedback in guest surveys, which becomes part of the guest profile so other properties can prevent any issues from happening again. And ecommerce and marketing can use guest profile data to communicate targeted offers, cross-sell, upsell and encourage repeat stays.""Because brands and hotels within a hotel group can vary, not all information regarding the guest is relevant. For example, the data needs of a select-service property are more limited than those of a luxury resort. The ultimate goal is to have a single guest profile that allows for micro-segmentation by brand."-- Marcos Cadena, VP of Digital, eCommerce and Distribution, Minor HotelsWant to learn more about consolidating your data into one central CRM platform? Our whitepaper The CRM Data Warehouse takes an in-depth look at the future of data management for hotels.
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Cendyn is Asia's Leading Data Driven Marketing Agency 2018 as voted by prestigious World Travel Awards

Cendyntm · 4 September 2018
Cendyn, the leading provider of hotel CRM and hotel sales platforms in the hospitality industry, has been voted as Asia's Leading Data-Driven Marketing Agency, 2018. The prestigious World Travel Awards recognizes companies, organizations, and brands that push the boundaries of industry excellence. This award in Asia follows Cendyn's win, earlier this year, of Leading Hotel CRM Technology Provider and Data-Driven Marketing Agency in Europe 2018."We are truly honored to have been recognized by this award in Asia, " says Charles Deyo, CEO & President at Cendyn. "In such a fast-paced market that is continuously growing, we are proud to have been recognized for our growth and achievement across Asia. We see continuous proof from hotels that implement both CRM and data-driven digital marketing, that they not only see more direct, higher yielding bookings but they are also able to watch those guests become returning, loyal guests."Cendyn's unique Data-Driven Digital Marketing Suite enables hoteliers to learn about and target their most valuable guests more than ever before. By targeting the right guests, at the right time, with the right message, hoteliers are able to cut through the noise of the crowded hospitality industry with personalized multi-channel campaigns that showcase and drive awareness of your brand.Cendyn's CRM Suite, which works in conjunction with their Data-Driven Digital Marketing Suite, caters to every hotel from large brands to small boutique properties. Using multiple integrations, Cendyn consolidates multiple data points from disparate data transactions to engage with travelers throughout the guest journey. Business rules-based automation combined with dynamic personalization and upsell opportunities drive revenue through multiple channels and help hotels acquire new customers.Hotels are continuing to evolve in how they engage with their guests. By using technology and data to drive this engagement, hoteliers are able to revolutionize how they interact with guests, use tools to drive direct bookings, maintain a brand presence with their most valuable clients and stay competitive in their market. Cendyn's integrated Data-Driven Digital Marketing Suite and Hotel CRM Suite enables hoteliers to keep their guests at the forefront of what they do and concentrate on providing exceptional, personalized customer service at all times.
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How Harbor House Inn sailed to No. 1 on TripAdvisor & cut OTA commissions by 35%

Cendyntm ·22 August 2018
Before Guestfolio CRM, the independent hotel didn't have the right tools to communicate with guests or publicize positive comments. The hotel relied on the OTAs for awareness in the market and commission rates took a healthy chunk of booking revenue.In less than a year, Guestfolio CRM made a huge positive impact on Harbor House, delivering amazing results.Success stats: No. 1 on TripAdvisor for Santa Barbara hotelsOTA commissions cut by 35%TripAdvisor reviews increased by 50%Over 1,000 reviews, with 80% rated as "Excellent"Maintain almost 100% occupancy year-roundRead more:
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Cendyn is Europe's Leading Hotel CRM Technology Provider & Data Driven Marketing Agency 2018 as voted by prestigious World Travel Awards

Cendyntm · 4 July 2018
Cendyn, the leading provider of hotel CRM and hotel sales platforms in the hospitality industry, has been voted as Europe's Leading Hotel CRM Technology Provider and Europe's Data Driven Marketing Agency, 2018. The prestigious World Travel Awards recognizes companies, organizations, and brands that push the boundaries of industry excellence."We are truly honored to have won these awards," says Charles Deyo, CEO & President at Cendyn. "The hospitality landscape is constantly evolving, so it is wonderful to see how many hoteliers are embracing this change and adopting technology systems, such as CRM and data-driven digital marketing, to improve how they engage with, and acquire their guests. We see that hotels that implement these technologies not only see more direct, higher yielding bookings but they are also able to watch those guests become returning, loyal guests."Cendyn's CRM Suite caters for every hotelier from large brand to small boutique properties. Using multiple integrations, Cendyn consolidates multiple data points from disparate data transactions to engage with travelers throughout the guest journey. Business rules-based automation combined with dynamic personalization and upsell opportunities drive revenue through multiple channels and helps hotels acquire new customers.eInsight CRM provides enterprise marketing automation and guest intelligence for multi-property/multi-brand hotels and Cendyn's Guestfolio CRM provides intuitive marketing automation and guest intelligence for boutique and independent hotels.Cendyn's unique Data-Driven Digital Marketing Suite enables hoteliers to learn about and target their most valuable guests more than ever before. By targeting the right guests, at the right time, with the right message, hoteliers are able to cut through the noise of the crowded hospitality industry with personalized multi-channel campaigns that showcase and drive awareness of your brand. Using data to pave the way in how hoteliers communicate with their guests has revolutionized how they can learn more about guests' interactions, drive direct bookings, maintain brand presence with their most valuable guests and stay competitive in their market. Cendyn's integrated Digital Marketing Suite and Hotel CRM Suite enables hoteliers to keep their guests at the forefront of what they do and concentrate on providing exceptional, personalized customer service at all times.
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Cendyn releases eNgage application for delivering real-time guest intelligence and recommendations to hotel associates

Cendyntm ·15 June 2018
Boca Raton, FL, June 14, 2018 - Cendyn, the leading provider of hotel CRM and sales platforms, announced the next-generation release of its Cendyn eNgage guest intelligence solution. Advancements include enhanced user interface, reporting, rules engine and personalization options.Used in conjunction with Cendyn's eInsight hotel CRM, eNgage sits on top of a hotel's property management system or call center application, intelligently guiding staff to create authentic, meaningful encounters and upsell offerings based on guest history, preferences and loyalty status. The lightweight application can be accessed on any device and features configurable messaging prompts and data displays.Like all Cendyn products, eNgage integrates seamlessly with your other hotel systems, utilizing an open architecture that ensures the accuracy and completion of guest information for all team members at every touchpoint in the guest journey."The right approach to personalization is critical for hotels to balance customers' increasing demand for unique, tailored experiences and apprehension around the use of personal data," said Charles Deyo, President & CEO at Cendyn. "Cendyn's eNgage solution helps hotels navigate this elegantly with customer service and upselling, so guests feel known and valued, not overly monitored. Our technology will always strive to enhance the strength of hospitality teams and help them put the guest at the forefront of what they do."About Cendyn Cendyn is a cloud-based software and services provider that develops integrated technology platforms for driving marketing, sales and event performance in the travel and hospitality industry. The Cendyn Hospitality Cloud offers the most complete set of innovative software and services in the industry, covering hotel marketing, guest engagement, group sales and event management. With offices in Boca Raton, Atlanta, Boston, San Diego, Toronto, Whistler, London, Munich and Singapore, Cendyn proudly serves more than 30,000 hotel clients in 143 countries with enterprise spend levels in excess of $1 billion. ContactMichael BennettSVP Global Marketing & Business DevelopmentCendyn mbennett@cendyn.com561-419-2286
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Cendyn integrates with Sitecore via Hedgehog to elevate real-time marketing personalization

Cendyntm ·12 June 2018
Boca Raton -- Cendyn, the leading provider of hotel CRM and hotel sales platforms in the hospitality industry, announced a new partnership with Hedgehog, a digital consultancy, to integrate Cendyn's eInsight customer relationship management (CRM) solution with the Sitecore Experience Platform (CXP) to deliver powerful personalized digital experiences.The agreement will enable Hedgehog to tap Cendyn's guest intelligence engine to fuel live personalization and dynamic pricing based on marketing segmentation and guest profiles in eInsight across Sitecore's digital platforms.The CRM + CXP integration between Cendyn and Sitecore, facilitated by Hedgehog, will allow hotels to ensure their guests receive targeted messaging based on their personal preferences and behaviors stored in Cendyn's central data warehouse across all digital channels. Tackling this at scale, and delivering such personalized messaging in real-time, is huge for the hospitality industry.The arrangement also includes a re-seller agreement with Hedgehog that promotes the sale of Cendyn eInsight as the preferred CRM of choice for hoteliers to Hedgehog customers."Our partnership with Hedgehog for Sitecore CXP integration is a big step forward in helping hotels deliver personalization at scale based on business impact," says Charles Deyo, President & CEO at Cendyn. "By adding this integration to our portfolio, we are continuing to expand our reach as the most connected CRM provider in the industry. This provides a cohesive, clear path to personalization." "The partnership between Hedgehog and Cendyn really spotlights our focus on personalization in the travel and hospitality industry," says Dan Galvez, Founder and CEO at Hedgehog. "By working with Cendyn on this connector, we are helping hotel properties present their guests with individualized experiences tailored to their unique needs."

Use actual intelligence to expand revenue potential throughout the guest journey

Cendyntm ·23 May 2018
With an actual intelligence approach, hotels can:Use machine learning to create more meaningful and relevant marketing moments that drive revenueFocus your marketing activity on segments with the highest affinity to winAnalyze booking patterns, purchasing history and sentiment for advanced targeting and higher guest satisfactionSo, where do you start? To help break it down, here are the key focus areas I've seen great success with myself as both a former hotel marketer and strategist at Cendyn in turning actual intelligence into action for higher revenues and guest loyalty.Consolidate data & create global profilesGuests expectations have changed. There are now multiple digital touch points that a prospective guest goes through before they reach your property. If you consolidate all those touch points into a rich guest profile through a hotel CRM, not only can you better serve that guest (on and offline), you can leverage those profiles to drive more demand.Use data to create "best guest" segmentationDeeper insights provide deeper segmentation, which results in better targeting and ultimately better ROI. Referring to the rich guest profiles I mentioned before, hotels today can build multiple best guest personas (mid-week BT, weekend leisure, etc.) and leverage 3rdparty data sources to find more guests who look just like them with the intent to travel in a hotel's market. I personally hate the word incremental as it's hard to prove, but this method is proven to driven more of the right kind of business. We like to say: the right guest, the right place, at the right time.Map AI to the path to purchaseOne of the biggest areas to examine is booking abandonment. Really use the data to understand where on your web site or within the booking engine they are leaving and then delivering the right message to drive conversion. That could be via email or display, but it must be relevant. If they have visited your site 5x and every time looked at the spa page and 3x left after seeing rates, please send them spa creative with an incentive (not necessarily a discount) to book. Let them know you "hear" them and make it relevant; show them that you care. This can all be done with the right CRM and marketing automation platform.Personalize when seeking additional revenue I think about check-in at the front desk as a great place to capture more revenue. The given is room upgrades. But with tools like our eNgage platform, desk agents have rich data at their fingertips to create more meaningful moments, resulting in more revenue opportunities. I can't tell you how many times I have checked into a hotel and they say "Is this your first time with us?" and the reality is I stayed there 3x this month. Shouldn't be more like, "Welcome back Michael. I see you were with us a few weeks ago. Would you like a similar room location in the East building as last time? I also see you enjoyed dinner at the restaurant, would you like me to book you a dinner reservation tonight?" or as simple as... "Welcome Mr. Bennett, I see you booked on Expedia. If you provide me your email address I will be happy to send you a code for 15% your next stay with us if you book directly." In both cases we turn a transactional conversation into a revenue generation opportunity.Use intelligence to take the emotion out of marketing decisionsIt's doesn't remove it, but if we let it, intelligence can be an equalizer. We are all human and have opinions, but if we take the time to analyze the data and learn from it, we can significantly reduce the margins for error and increase the upside at the same time. Let's face it, there are always too many cooks in the kitchen when making marketing decisions and if we can streamline the process by putting data first, we should be much more efficient. That results in more action and less "talk."Listen to sentiment to guide prioritization and purchasingWhen I was on the hotelier side we used data intelligence to inform renovation plans. A specific hotel might say they need new TVs because the comp set has newer/nicer ones, when in reality when we analyzed all the public sentiment, there wasn't any negative sentiment about our TVs. What we really needed to address the Wi-Fi coverage issues. Taking the emotion out of the decision and letting the data speak, then using actual intelligence to make the right purchasing decision to fix the Wi-Fi ultimately drove up guest scores and ADR because it had a positive impact on our online review scores and ranking.In closing, without rich guest data in a central data warehouse and robust marketing automation tools, actual intelligence is tough to achieve. Finding the right partner is critical. At Cendyn, that's our forte - we help hotels across the globe achieve up to a 33X ROI on marketing investments using an actual intelligence approach that's backed by deep hospitality knowledge and cutting-edge marketing expertise.

Revenue Manager's guide to CRM

Cendyntm · 9 May 2018
Behind every successful CRM program is a team of committed staff, for many hotels, they are made up of:Marketing Manager/Director of MarketingFront Office ManagerGuest Relations ManagerRevenue ManagerGeneral ManagerTo ensure that no opportunity is missed and no guest is overlooked, all members of the CRM team should have a clear understanding of their individual roles and responsibilities. In this article, we take a look at the important role the Revenue Manager plays when it comes to CRM.The Revenue Manager is primarily concerned with driving revenue. Their use of CRM software tends to be limited, but because CRM efforts have a direct impact on revenue generation they have an important stake in their success. For example, if the hotel is forecasting to fall short of budget, a targeted email campaign with an enticing offer may provide the bump in revenue needed to achieve budget. The Revenue Manager therefore works closely with the CRM team to identify revenue opportunities, create marketing campaigns, and play their part in building guest satisfaction.Key areas of responsibilityPlanning. Oversees the implementation of CRM software, staff training, testing and maintenance, and acts as key operator and liaison to the CRM provider.Pre-stay communications. As head of the reservations department, works with marketing to design pre-stay templates, including confirmations, changes and cancellations.Revenue generation. Over the course of the year, identifies periods of low and high demand and works with marketing to create targeted email campaigns to drive higher occupancy, ADR and total spend.Incremental revenue. Optimizes opportunities to increase overall spend such as upgrade offers and invitations to pre-order amenities.Data integrity. Trains agents to update guest profiles at time of reservation with thorough, accurate information and to search existing profiles to avoid duplicates.Loyalty. Ensures that agents recognize repeat guests, prioritize frequent guests for preferential treatment, and invite new guests to join the loyalty program.Communication. Loads promotions, special offers and conditions into the PMS, CRS and distribution channels and ensures that staff are aware of them.Template updates. Works with marketing to ensure that information on pre-stay templates is kept up to date, including cancellation policies, taxes, fees and hours of operation, and that guests are notified of special events, closures and renovations.Data analysis. Uses the CRM to view data and trends related to revenue generation, booking codes and sources, country of origin, and marketing campaigns.CRM tips and best practices for the Revenue ManagerCollect email. For CRM, the email address is the most vital piece of contact information. It's essential that reservations agents collect the guest's email where possible when taking voice reservations, along with mobile number and mailing address.Direct is best. Ensure that all staff understand the value of direct bookings, and work with marketing to create campaigns to encourage return guests to book directly.Get creative. Work with marketing to find creative ways to enhance the guest experience while driving incremental revenue such as suite specials, food and beverage discounts, and late checkout offers.Be a stickler. Conduct regular data quality checks to ensure that staff complete guest profiles thoroughly and accurately, bring errors and omissions to their attention.Would you like to find out more about how CRM fits in with your role? Download our full guide on CRM team best practices.
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Hotel marketer's guide to personalization

Cendyntm · 8 May 2018
With the vast amount of data we produce online, guests now expect hotels to anticipate their needs and desires. Unfortunately, too often personalization data simply sits there, getting stale, while nobody does anything with it.In this guide, you'll discover how to unlock the power of personalization data across the guest journey to drive revenues and guest loyalty.
Article by Casey Munck

Hit the OTAs with a rebound: 5 direct booking strategies for hotels

Cendyntm · 8 May 2018
Maintain your (paid search) brand shareSince search engine ad space is now at the half fold, mark, consumers must scroll a half a page to see organic results. Ads take up half the page and in case you weren't aware, the OTAs are bidding on your hotel's brand terms. So, how do you deal? Maximize your paid search brand impression share to sit at 90 percent or higher. Bid for your own key terms, especially exact match, so your ads show up first. If you have $100 to spend, bid on your own brand terms vs. non-brand terms. Your money goes further, aided by the Google quality score, which recognizes what a consumer is searching for and the most direct route to finding it, eg your hotel web site.Remarket to hotel researchersFor most travelers, hotel research spans about two weeks, with consumers browsing a plethora of sites in search of the best deals and travel experiences. To stay top of mind and finish strong, awareness and re-engagement campaigns are critical. The point is to influence various parts of a traveler's research process throughout the buying journey. This is done through display advertising and ironically enough purchasing data sourced by the OTAs to build audiences with travelers searching for hotels like yours. Custom targeting can be created piecing together relevant data segments and behaviors, including income and travel intent details.Create look-a-like modelsTo reach more guests like the ones you already have had who typically book OTA, you can create look-a-like models and use that data in remarketing display campaigns, even running those ads directly on the OTA sites themselves in the advertising space throughout the sites. Look-alike campaigns use data intelligence to find consumers that look like the best guests in each hotel's database. These campaigns are extremely customizable, and can be implemented from every channel, to really have that 360-degree approach.Give them a reason to book direct Creative for ads to combat OTAs should carry the message to book direct with your hotel for a savings, upgrade or other perk. Entice the customer to book direct for the best rate, best experience and best service. Create an exclusive offer only available through booking direct and use differentiated messaging to get consumers to book through you as opposed to an Expedia, KAYAK or Trivago. One of the most successful messages is the "best rate guarantee" approach as it instills confidence that there isn't a lower price available anywhere but your hotel's website.Utilize CRM dataAmazing things can be done with the data in your CRM to drive repeat bookings and bring in new direct bookings. From database remarketing to look-a-like modeling and display exact match campaigns, the possibilities are endless. The data in your system is like gold. With the email addresses in your CRM, you can create a marketing loop of targeted loyalty offers based on the room type and amenities guest groups enjoyed. Guests are more likely to book again if the offers they receive are tailored to their likes as opposed to mass marketing emails. You can also use those same emails to build exact match display campaigns to influence your guests purchasing decision for future trips.Want more book direct strategies for your hotel? Contact us today for a free consultation.
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Cendyn nominated for two World Travel Awards 2018 across three regions

Cendyntm · 3 May 2018
Cendyn, the leading CRM and sales platform in the hospitality industry, has been nominated for two World Travel Awards across three regions; Leading Hotel CRM Technology Provider 2018 and Leading Data Driven Marketing Agency 2018 in North America, Asia and Europe."It's a true honor for us to be nominated again for these awards, especially across some of our biggest growth regions - Europe and Asia" says Charles Deyo, President & CEO of Cendyn. "Hoteliers are really starting to understand how important it is to embrace new technologies that work to enhance their capabilities as a team and also allow them to put the guest at the forefront of what they do. This combined with our loyal clients benefiting from both our CRM Suite and Digital Marketing Suite every day, is a testament to the hard work the Cendyn team put in to be nominated for such prestigious awards."Cendyn's CRM Suite provides a marketing automation and guest intelligence solution that can easily handle complex interfaces, drive loyalty and leverage real-time data to provide personalized one-to-one communications for every guest, no matter what channel they came through. Using sophisticated and learned guest intelligence, Cendyn's CRM reporting, and analytics can be utilized by every department in the hotel to keep track of ROI and revenue growth.Cendyn's unique Data-Driven Digital Marketing Suite enables hoteliers to learn about and target their most valuable guests more than ever before. By targeting the right guests, at the right time, with the right message, hoteliers are able to cut through the noise of the crowded hospitality industry with personalized multi-channel campaigns that showcase and drive awareness of your brand.Using data to pave the way in how hoteliers communicate with their guests has revolutionized how they can learn more about guests' interactions, drive direct bookings, maintain brand presence with their most valuable guests and stay competitive in their market. Cendyn's CRM and Digital Marketing Suite enables hoteliers to keep their guests at the forefront of what they do, and concentrate on providing exceptional, personalized customer service at all times.About World Travel AwardsWorld Travel Awards was established in 1993 to acknowledge, reward and celebrate excellence across all key sectors of the travel, tourism and hospitality industries. Today, the World Travel Awards brand is recognized globally as the ultimate hallmark of industry excellence.

Segmentation throughout the guest journey

Cendyntm · 2 May 2018
Do they all receive the same communication to confirm their stay and/or before their arrival?Are they all confronted with the same post-stay survey communication once they check-out?What level of interaction, outside of face-to-face encounters, do you provide to each guest?With 62% of online adults choosing, recommending or paying more for a brand that provides a personalized service or experience, it's vital that hotels are listening to consumers and providing the experience and service they now demand.The true guest experienceHospitality is no longer predicated on a handshake when the guest arrives and departs, nor is it based on the exchange of some pleasantries during or at the end of a guest's stay. This by all means is still incredibly important, but it's also about making experiences memorable throughout the whole travel journey. This means considering aspects where human interaction cannot play a role. For example:In front of the customer when he or she is not in residence at a brand property, whether that be online, mobile, or emailIn the back office, storing guest records and strictly maintaining the privacy of that informationIn the marketing department, helping to formulate personalized campaigns for greater revenue and loyaltyWith the customer in between visits, reminding him or her of the affinity he or she has for the brand, and when the next stay might beUsing technology solutions to assist in these important moments is key and enables hoteliers to keep up with higher consumer expectations and technology trends.How do you put this into practice at your hotel?Use your data. Your PMS, spa booking, food and beverage, CMS software and others are all working hard in the background to process data and churn out automated triggers based on guest data. While these systems continue to gather, sort, and categorize information about each guest, their disparate nature makes it challenging for hotels to act on it.By using a platform, such as a CRM, hotels can gain a better understanding of each guest and use the technology to enhance the guest experience where human interaction cannot. By bringing disparate data systems together, hoteliers are provided with a single source of truth for every guest, regardless of their booking channel, interests, reasons for travel, previous stay data, favorite wine, spa preferences and more.Communicating in the right way with each guestOnce the data is centralized, hoteliers can begin to act on the information available. This is where segmentation really comes into play and where hotels can enhance the experience for each guest once a booking has been made.One of the first pieces of information that will be collected from a guest at the time of booking will be an email address. The email address almost immediately becomes the main conduit by which the hospitality operator establishes a channel of communication with the guest. How that channel is then managed will set a tone for the relationship going forward, and this should be one of the guest's first options: does he or she want to hear from the hotel, and if so, under what circumstances?Once that has been determined, it is now possible for the hotel to provide each guest with communications, through multiple channels that are relevant and personalized for each guest. Using the data collated from multiple systems, hoteliers can then begin to automate and segment their communications based on a multitude of data points, such as:Spend per stayFrequency of visitsPreferred locations and booking patternsInterestsBehaviorSatisfactionReasons for travelThis work behind the scenes, not only helps marketing set out segmented automation for pre-arrival, in-hotel and post-stay communications, but will also help the front desk offer a proper greeting, allocate the correct level and location of room, and tailor the rest of his or her stay in a way that ensures that stay is just one of an ongoing choice.A robust, centralized technology platform that enhances personalization and segmentation gives hoteliers the tools they need to be competitive in a growing but already exceptionally crowded marketplace. It also helps to positively manage the guest relationship and drive guest retention through a holistic approach.Want to find out more about segmentation? Read our two-part blog series, written in conjunction with Triptease where we look at segmentation techniques before a guest makes a booking as well.
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Whitepaper: Integrating social with hotel CRM for cross-channel marketing

Cendyntm ·24 April 2018
By blending the ample amount of information available on social media with guest data in a hotel CRM platform, it's possible to create exceptionally effective, highly segmented, targeted marketing campaigns. In this guide, we'll explore how powerful data segmentation can be when these two information systems are used together.
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The Set Hotels looks to the future and implements world's leading hotel CRM platform, Cendyn eInsight, across their hotel group

Cendyntm ·10 April 2018
The Set Hotels, known for their modern take on grand luxury, is leading the trend for hoteliers across Europe with their decision to partner with Cendyn, the leading hotel CRM platform.Headquartered in London, ultra-luxury hotel group The Set owns and operates three iconic properties in Europe: Hotel Cafe Royal in London, Conservatorium in Amsterdam and Hotel Lutetia in Paris. With a unique, grand take on each property, The Set prides themselves as a group of hotels that puts the modern guests' needs and expectations at the heart of what they do.Martijn van Eijk, Director of Guest Loyalty & Retention commented, "We're extremely excited to be embarking on this partnership with Cendyn. As one of the most important aspects of what we do, we are looking at multiple ways in which we can leverage the data we have to help drive loyalty and guest retention, whilst ensuring it is managed and utilized in a secure and compliant way. In order for us to use this data in the right way and provide the best possible experience for all our guests, we need an engine to help power that, and that engine is Cendyn."Cendyn will implement a guest intelligence solution utilizing data collected from multiple sources, to provide a true, single source of truth for each guest. This visibility and accessibility will enable each property to gain a clear understanding of their guest history and preferences in real time. It will also keep their guests at the forefront of what they do and allow them to concentrate on providing exceptional service for every guest."We are honored to be partnering with The Set. We are always delighted to see hoteliers looking to the future and embracing technology that will enable them to drive success for years to come" said Charles Deyo, President & CEO, Cendyn. "Using data to pave the way for how they engage with their guests will revolutionize their approach and enable them to provide the experiences that the modern-day guest now expects. As a testament to their plans, our partnership will drive loyalty and brand recognition with every guest, no matter which channel they book through." Transparency and collaboration are at the core of how the team at The Set operates. With the decision to embark with CRM, they have allocated a team of CRM Discovery Experts who sit within each property. They are departmental experts who collaborate and share ongoing updates across the team to ensure a seamless implementation and ongoing commitment to their new approach at driving guest loyalty and retention.About The Set HotelsFounded in 2011, The Set hotels is a collection of modern grand hotels of our time. Located in distinguished addresses in the most vibrant cities across the world, the collection currently comprises Hotel Cafe Royal in London, Conservatorium in Amsterdam and Lutetia in Paris (opening spring 2018). The Set transforms heritage properties into dynamic, diverse hotels offering luxurious contemporary experiences created to engage and inspire guests and leave them with the desire to return. A stay at one of The Set hotels is always 'beautifully composed'.

Hotel marketing to millennials

Cendyntm · 3 April 2018
Millennials, defined as people born between 1982 and 2000, now make up the largest living generation. And they are spending more than ever on travel, with 26% saying they spent more on vacations than in the previous year. What's more, they are also taking charge in helping plan vacations with their parents, with multi-generation travel making up 32% of anticipated domestic trips, higher than any other generation.They are obviously ready to travel and willing to spend on what matters to them, offering tremendous marketing opportunities. However, they are not often swayed by traditional marketing methods. To effectively target millennials, hotels need to embrace their needs and celebrate their passions.Millennials at a glance * Born between 1982 and 2000* Make up the largest living generation* 70% follow travel brands on social * 97% post on social while traveling* Spends higher on experiences vs. purchasing items* Craves personalized engagement with brands * Adventure-seeking with heart for authenticityWhat makes millennials differentBorn and raised in the midst of the Internet revolution, millennials are tech-savvy digital natives who crave experiences over things. While they may not be as willing to splurge on a designer bag or luxury car, they are more likely to indulge on a lavish vacation. More than 70% of millennials would rather spend money on amazing experiences than on purchasing items, and 86% say they don't want to miss out on life experiences. That's the key to reaching them. You can't just market to millennials -- you must speak to their love of adventure and showcase your hotel as the hub of their travel experience. Authenticity is a priority Study after study has shown that millennials in general gravitate toward travel at higher numbers than previous generations, which is great news for the hotel industry. They consider travel a priority and want to feel like they're collaborating with their favorite brands and that companies are speaking to them directly. Authenticity is key. For millennials, personalization is a basic demand, so hotels must ensure their marketing conveys a relevant, personalized and curated message that conveys how your hotel is a match to their personality, lifestyle and interests. Transparent & vocal Millennials are primed and willing to engage with companies they appreciate, and 70% of them already follow travel brands on social media. Just as important, they are happy to share their amazing travel stories with friends and family. A whopping 97% post on social media while traveling, with 75% of them posting once a day or more. They are ready to shout from the mountaintops about their positive experiences in their favorite hotels and resorts. The flip side of that is they demand prompt responses when they reach out to companies on social media about any problems, and can quickly sour on a brand if they feel their needs are being ignored. It's wise to invest the resources in making sure social media platforms are being frequently monitored.Millennials at workMillennials are more than merely consumers. They are professionals rising quickly through the ranks as they advance their careers, which means hotels are increasingly working with them in a B2B capacity, especially when it comes to event planning. Millennial event planners often have different priorities and career goals, with a focus on increasing efficiency, making work fun, and environmental responsibility. They seek out advice on social media, not just from hotel sales managers. And much like in their personal life, they are incredibly tech savvy and demand a seamless user experience that is mobile-friendly, includes real time information access and integrates easily with the apps they are already using. Creating dynamic experiencesTo attract and retain millennials, hotel brands need to embrace data analytics, targeted messaging and programmatic advertising. Sending mass emails that aren't hyper targeted to their individual interests will do nothing to attract millennials as customers, and may in fact drive them away. And mobile is a must, since two-thirds of millennial travels are willing to book their entire trip from their cell phone. That's why innovative mobile integrations like allowing customers to check-in from their phones or open their doors from their smart watch are very attractive to millennials. They don't just appreciate personalized experiences -- they refuse to be satisfied with anything else.

A hotel marketer's guide to CRM

Cendyntm ·15 March 2018
Typically, the marketing department plays the lead role in CRM, acting as the primary user and key operator of CRM software and managing guest communications and data.As the guardian of the hotel's brand, the marketing manager ensures that all guest communications are on brand and on message. Additionally, as a primary generator of demand, they use the CRM system to find opportunities to drive revenue and increase profits.The marketing manager also acts as data scientist, extracting data and running reports to keep colleagues informed of trendsand patterns in guest behavior and preferences. Key areas of responsibility for the hotel marketerCRM administration: Oversees the implementation of CRM software, staff training, testing and maintenance, and acts as key operator and liaison to the CRM provider.Planning: Works with the CRM team to set objectives, strategies and KPIs for the coming year and align them with marketing activities. Creates an annual calendar of marketing campaigns to keep the hotel top of mind, boost occupancy during periods of low demand, and drive higher ADR during periods of high demand.CRM evangelist: Ensures that all staff understand the value of CRM to the hotel, use the software to its fullest capabilities, and input data correctly. Branding. Ensures that all guest communications are consistent with the hotel's branding, including messaging, tone and visual appearance.Messaging: Works with the CRM team to create templates and customized emails, including confirmations, pre-stay emails, promotional offers and newsletters.Segmentation: Creates targeted subscriber lists based on variables such as location, interests, nature of travel, rate code, booking source, time of stay, stay frequency and total spend.Marketing campaigns: Works with the revenue manager to identify revenue opportunities and sends customized offers to subscriber lists to achieve objectives.Template updates: Updates email templates promptly to reflect changes to staffing, cancellation policy, check-in procedures and other details.Loyalty programs: Oversees guest loyalty initiatives, including program membership, guest recognition, and tracking of stay frequency and total spend.Guest feedback: Works with the CRM team to create guest satisfaction surveys and response templates and analyze results.Internal communications: Ensures that front desk, reservations and sales staff are aware of marketing campaigns and can respond knowledgeably to guest inquiries.Performance measurement: Monitors performance related to guest communications, marketing campaigns and revenue generation.Reporting: Keeps staff informed of trends, opportunities and insights and recommends actions. Prepares and distributes monthly CRM reports summarizing the results of guest engagement activities and marketing campaigns.Compliance: Keeps up to date on laws and regulations regarding email marketing, privacy and data protection, ensuring compliance.CRM top tips and best practices for the Marketing ManagerTest, test, test: Before sending messages to guests, test them internally to ensure that they display correctly on all devices--desktop, tablet and smartphone. A great CRM solution has automated display and deliverability testing built in. Take advantage of it!Humanize communications: Show there's a person behind the brand by addressing guests by name and personalizing messages from the general manager, concierge team or other hotel representative.Upsell and cross-sell: Drive incremental revenue by inviting incoming guests to upgrade their room and pre-order amenities and services such as wine, flowers, meals, spa treatments, activities and recreation.Slice and dice: With CRM software, there's no excuse for "spray and pray" or "set it and forget it" marketing. Create targeted subscriber lists and send customized offers. The more timely and relevant the message, the higher the conversion rate.Write compelling copy: The email subject line, heading and body text should answer the question on everyone's mind: "What's in it for me?" Keep messaging short, speak to emotions like desire, nostalgia and FOMO, and include a prominent call to action.Experiment: Try creating variations of the same message, altering subject lines, leads, offers, calls to action and even imagery and colors to see which elements generate the best results.Make loyalty a priority: It's far more cost-effective to entice guests back than to find new guests. Loyalty programs are highly effective for driving repeat business, data collection and behavior tracking. Whether or not you have a formal program, track stay frequency and total spend to identify your most valuable guests.Reach out to OTA bookers: Many OTAs withhold email addresses, but there's a workaround. Send a message to the proxy email address assigned by the OTA, inviting the guest to pre-check in or provide their arrival time. When the guest replies, update the email address in the profile, and let the relationship-building begin!Spread the love: Use cost savings from direct bookings to reward guests for direct bookings and to incentivize OTA guests to book directly on their next stay. Build contact lists. Display an email subscribe form prominently on your website, and include invitations in guest emails to follow your hotel on social media and join your loyalty program.Mine guest feedback: Look for comments in guest surveys and reviews to use in sales and marketing messaging to highlight strengths and competitive advantages.Give a gentle nudge: Program the CRM to send a second email with a more enticing offer if recipients don't open or click on a promotional message. If you see a spike in unsubscribe rates, reevaluate the frequency and quality of communications.Be a data geek: Obsess over subscription rates, email open rates, click-throughs and conversions. They are true measures of a marketer's success.Be safe, not sorry: Violators of laws regarding commercial email, privacy and data protection can face stiff penalties. For a list of spam laws by country, check out our infographic. As a best practice, follow the regulations of the strictest countries--Germany and Canada. If your hotel does business in the European Union, you should be familiar with the General Data Protection Regulation, which comes into effect on May 25, 2018.Would you like to find out more about how CRM fits in with your role? Download our CRM Best Practice Guide.
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Sabre teams up with Cendyn to enhance the SynXis platform with advanced CRM capabilities

Cendyntm · 7 March 2018
Berlin, Germany -- Sabre Corporation (NASDAQ: SABR), the leading technology provider to the global travel industry, today announced an enhanced technology agreement with Cendyn, the best-in-class customer relationship management (CRM) solutions provider. This arrangement expedites Sabre's rollout of new, intelligent guest profile and experience management capabilites through the SynXis Enterprise platform that will revolutionize insights and personalization opportunities for the hospitality industry."Our SynXis platform is emerging as a single source of truth for the hospitality industry, given the span of our products and Sabre's unique position within the marketplace," said Mike Rodger, vice president of product marketing for Sabre. "As our customers begin to focus on enhancing guest interactions and personalizing offers, an alliance with Cendyn allows us to leverage the power of SynXis to drive actionable insights in this space. We'll enable hotel staff to provide consistently remarkable service and generate new revenue opportunities based on guest attributes - including preferences, insights, stay history and shopping behavior."Sabre's collaboration with Cendyn provides SynXis customers with fully-integrated guest profile management, personalization, audience segmentation, multi-channel marketing automation and loyalty program management, paving the way for cutting-edge innovations later this year from Sabre in the guest experience space.According to Forrester, almost 62 percent of online adults have chosen, recommended or paid more for a brand that provides a personalized service or experience and 51 percent of travelers are open to sharing personal information in return for relevant offers.1"Sabre provides powerful tools for businesses across the travel industry, and we saw an opportunity to partner our technologies to enhance the entire hotel guest experience," said Tim Sullivan, chief sales and marketing officer at Cendyn. "This close collaboration between two industry-leading hospitality technology solutions in the personalization, hotel CRM, marketing automation and loyalty space will create huge opportunities for Sabre's customers to drive profitable revenue growth, guest satisfaction, and loyalty."
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What does the future look like for the hospitality industry?

Cendyntm ·28 February 2018
What does 2018 and beyond mean for your hotel? A hotelier's focus is, and always has been putting the guest first, but what does that mean for the industry right now and over the next few years? We talked to hotel leaders and experts in the industry within Asia-Pacific to see what their plans were and how they were hoping to achieve their goals. Created in collaboration with HSMAI Asia-Pacific, thank you to the following hoteliers and industry experts who shared their insights for this video series:Bryan Bailey, VP Revenue & Distribution for Minor HotelsMarcos Cadena, VP Digital, eCommerce & Distribution for Minor HotelsDr Detlev Remy, Associate Professor, Singapore Institute of TechnologyJai Govindani, CTO Red Planet HotelsJC Wong, Young Tourism Professional Ambassador, PATA

A hotelier's guide to the top social platforms in Asia-Pacific

Cendyntm ·16 February 2018
The Asia-Pacific region, not including South Asia, already boasts over two billion mobile users, with China accounting for just under half of that. These countries have an average mobile phone penetration rate of 62 percent, with that number expected to climb to 69 percent in the next few years. An effective marketing strategy for hotels must include mobile - if customers are willing to respond to it. Because of the level of mobile penetration, social media as a platform plays a critical role forengagement with both business and leisure travelers in Asia, and as such, are part of the complete travel journey.Facebook, Instagram, LinkedIn, and Twitter, along with messaging app Whatsapp, enjoy similar penetration and popularity in many Asia-Pacific markets, especially in markets including Australia, Hong Kong, Japan, and Singapore. However, locally developed applications, due to user preference or regulatory restriction, may rival or outstrip that of the aforementioned social media channels. For example, in China (excluding Hong Kong, Macau, and Taiwan), Facebook, Instagram, and Twitter are actively blocked by the government, and are accessible only by using virtual private networks, giving rise to homegrown competition.Younger travelers who have not yet established loyalty relationships with hospitality brands are more likely to do so with those providers who use media they know and like. Increasingly, social media is that conduit, and especially for operators that accept social media-connected payment options, these could make or break first brand impressions with Asia's next generation of travelers. Below is an introduction to a few of the most influential social media platforms in China and Japan, along with suggestions for their best use.WeChatCreated by Shenzhen-based internet giant Tencent, Weixin (literally "micro message") WeChat is the go-to communication app for business and leisure in China. Tencent recently claimed that nearly one billion people use WeChat. While that might be a stretch, no one in China would be suspicious of claims in the 500-600 million user range. That means WeChat users could form their own nation more populous than the United States, and likely double or more its size.Free to download and use, aside from person-to-person messaging, it is often compared to Whatsapp, but is more robust and more entrenched in the lives of its users. WeChat also allows for the easy formation of groups, either work-related or social, for announcements such as early office closures, corporate events, or departmental meetings. WeChat has further integrated itself into its users' lives by adding cashless payment. The payment system can be used at numerous stores, restaurants, and even smaller vendors for fruit and taxis. Both Chinese and English versions of the app are available.Where once business people exchanged business cards as an expression of recognition and respect during any meeting in China, it is now equally or more common for one person to ask if he or she may scan the other's QR code (the junior person always does the scanning, as the senior person may then approve or reject the request to connect). Moments, WeChat's most social function, is similar to a person's Facebook Wall, although a user's post may only be seen by those who are connected to the user. The poster may respond to comments by others, but those other users will not see the comments if they are not connected to the third person. Regardless, WeChat users regularly post photos relating to where they are staying, dining, drinking, partying, or otherwise out and about.Also part of WeChat is a newsletter publishing function that allows commercial users to publish and send regular updates on an opt-in only basis. Newsletters are grouped under a section called "Subscriptions" that users may look at whenever they choose. Less intrusive than short messaging service (SMS) or email, companies may present offers via these newsletters. Often companies require users to scan and subscribe to their WeChat newsletter in order to earn a discount or use a free service, such as guest Wi-Fi.WeChat is now considered an absolute must for any company or service provider's marketing plan in China. One 2017 survey stated that as many as 92 percent of luxury brands operating in China were using official WeChat accounts to communicate with customers.Most or all of China's 100 million-plus annual outbound travelers likely use WeChat as part of their daily lives, and increasingly expect service providers abroad to allow WeChat's use for payment and communication. Collecting a traveler's personal WeChat handle is of little use to the hospitality operator; instead, their operator must create an opportunity for the traveler to scan the corporate WeChat QR code and engage with official account - complete with appropriate Chinese content designed to extend the user's interest in the brand and encourage repeat visits. Additionally, hospitality brands could use WeChat to collect data on the specific companies of business travelers. Once captured this information becomes a data source and could be used as a filtering criteria in marketing automation campaigns.WeiboDeveloped by China internet pioneer Sina, Weibo is sometimes referred to as "China's Twitter," and performs a similar microblogging function. Prior to the launch of WeChat, Weibo was China's leading social tool. Although WeChat is more personalized, Weibo's public nature still has broad appeal for both the user and the hospitality provider looking to engage new and repeat customers. Just as Twitter is now used by any number of users including the U.S. President to make public announcements, Weibo is used in the same way to notify a large number of users, both followers and non followers, of events and offers they may find relevant.While Weibo is seen as a less important medium than WeChat due to less personalization, it is simply a different kind of engagement. It's less intrusive than email, yet requires user opt-in to follow; can be forwarded or replied, similar to a "retweet"; and can also be read by non-followers looking for offers or other promotions. It is another opportunity to request engagement by customers in exchange for an incentive. A user's Weibo profile can also potentially be scraped or analyzed for preferences. Cendyn's CRM platform provides Weibo integration, whereby a user's social profile can be pulled into their guest profile, providing the hotel brand with a single source for deeper insight into the guest and their preferences. Like WeChat, Weibo's user base numbers in the hundreds of millions.LINEJapan's most popular social networking application, about half of LINE's user base is outside of that country, including in Taiwan and Thailand, where it is the most popular app of its type, and claims about 220 million active users per month, (although like WeChat, those numbers may be exaggerated. ) LINE features "include private messaging, sharing pictures, music, gaming and posting moments in a timeline."Despite its popularity and ubiquity in Japan, LINE is much more private than other messaging apps,giving operators few opportunities for use in engagement other than advertising and marketing.

10 most influential hospitality trends and insights to start 2018

Cendyntm · 9 January 2018
Jump start the year with our round up of the top trends and insights shaping the hospitality industry right now. The hotel industry's automated future Each step of the guest lifecycle contains finely-tuned datapoints; reason for travel, booking date, date of last stay, amenity preferences, activity preferences, dining habits, total spend - even listing them all feels overwhelming. But these pieces fit into one constantly changing puzzle that intelligence algorithms analyze with ease. Read more ... Definitive guide to hotel digital marketing Major changes in the hospitality industry and the constant evolution of digital marketing have created a demand for a truly definitive guide to hotel digital marketing. In this new report, you'll learn best practices and ideas, hear from top industry experts and see how leading brands stay on top in a competitive landscape. Read more ... 5 ways AI is transforming hotel marketing Artificial intelligence is enabling the hotel industry to do incredible things. From creating hyper personalized guest experiences to identifying unrecognized revenue opportunities. Our blog looks at how AI can empower innovation and growth by distilling information and deducing patterns into actionable insights. Read more ... How to combat OTAs and drive direct hotel bookingsHotels must figure out how to compete for direct bookings while still maximizing the distribution potential of the OTA channel. The answer is building an effective marketing strategy that ensures your hotel gets its fair share of direct bookings, rewards brand loyalty and converts the right guests. Read more ... Digital marketing plan & budget guideOne of the most important services for hotels is preparing a yearly digital marketing plan and budget. The whole process includes a significant amount of data, analytics, and research. In this guide, we offer insight on the most important factors to consider when creating your annual plan. Read more ... Enhancing loyalty: best practices for CRM Created in conjunction with Skift, this report takes a deep dive into the technology and trends driving CRM and Loyalty specifically in the Asia-Pacific region spanning the important economies of China and Japan, through the hospitality heartland of Southeast Asia, down to the developed market of Australia. Read more ... Key trends shaping hospitality in 2018 The evolving nature of the guest experience and keeping up with guests' needs and expectations is a huge focus for the hospitality industry at the moment. For a hotel, managing the customer relationship is one of the most critical elements of gaining and increasing loyalty, and yet can be the most difficult for hotels to master, as customers interact with them via a burgeoning number of contact points: email, mobile, social media, at the front desk and throughout the hotel property. Read more ... The importance of connectivity in the hospitality industryThe future of the industry is evolving further with more open integrations between technology platforms and a higher flow of data between platforms. From this we'll see an increase in learned automation and intelligence that can deliver more of the right messages, at the right time through the right channel. Whatever those channels may be. Read more ... Journey to loyalty: personalizing the guest experience Hotels and their amenities are designed to provide guests with a truly unique experience, and your hospitality marketing should do the same. With the advancement of Hotel CRM and digital technology, it is now possible to create meaningful interactions throughout the entire guest journey, starting at pre-arrival and continuing post-stay through the loyalty loop. Read more ... 9 steps to a successful hotel CRM implementationDeploying a CRM is a big change for any organization. It takes vision and endurance to align systems and teams. So, how do you manage the process, integrate data sources and deliver a single point of truth? It's a bit like putting a puzzle together. Our step-by-step guide takes the guesswork out of a successful CRM implementation. Read more ... Interested in working with Cendyn? Contact us today for a personalized demo and business consultation.

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