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SKIFT Trend Report

The Hotel Industry’s Automated Future

A Framework for AI with a Human Touch

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, not to mention personal datapoints like email, address, birthdate, education, income, job title, primary language and marital status – even listing them all feels overwhelming. But these pieces fit into one constantly changing puzzle that intelligence algorithms analyze with ease.

In this report, you will learn how marketers are shifting from a pattern of interruption to weaving offers and touchpoints into the guest’s life on and off property.

Case Study

Data Driven Digital

The Cendyn Effect

Can we combine Cendyn CRM guest data with third-party travel intent data to power a digital marketing campaign that drives a measurable improvement in campaign performance?

Hotel CRM Guide

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. The key to success is simple: know your guest so you can anticipate their preferences and desires. Hotels who personalize their communications to plan, guide and nurture their guests’ experiences are able to turn those guests into loyal brand supporters and advocates. With value and experience at the center of their campaigns, these hotels are able to break away from discount-driven marketing.

When it comes to personalizing their communications and implementing one-to-one marketing, many hoteliers are not sure where to start. At first glance the process can seem intimidating, but with the right guidance and tools, you can implement one-to-one marketing with confidence and ease.

SKIFT Trend Report

Hotel CRM: Enhancing Guest Profiles and Automating Communications

Data, guest intelligence, and hotel communications

Data is driving the evolution of guest profiles and guest lifecycle models. As the insights emerging from analytics technology give marketing and operations a better understanding of guests’ behaviors and preferences, hotel bookings, services, and ancillary outreach are poised to become more effective still.

Hotel CRM Guide

Anatomy of an Email

Curate the guest experience with data and design

While personalized emails have been around for a long time, they still remain extremely under-utilized within the hospitality industry. In this helpful email marketing guide, you will learn how to use design along with your existing hotel data to create dynamic, audience-specific email campaigns that turn guests into loyal brand advocates. Discover the four basic steps of personalization and the foundation of successful email design, along with use cases that illustrate the different types of campaigns you can create.

Hotel CRM Guide

10 Questions Hoteliers Should Always Ask Before Investing in a Hotel CRM

An Easy Guide to Benchmarking CRM Solutions for Hotels + Resorts

Benchmarking hotel CRM solutions can be a challenging task in the current CRM vendor landscape. Our guide will help you ask the right questions during the consideration and due diligence phases of a possible CRM solution, allowing you to assess vendor competency and ability to lead a hotel implementation to completion.

In this guide you will find:

  • 10 Questions You Need to Ask a Prospective Hotel CRM Vendor
  • The Type of Answers You Should Expect from a Qualified Vendor
  • A Summary Check List

Benchmark Report: Hotel Supplier Websites

How Shifts in Mobile Usage are Affecting Direct Bookings

3-year Benchmark Study Comparing Conversions by Device

Cendyn looked at the evolution of traffic and bookings by device in a sample that included more than 100 three- to five-star boutique hotels, resorts and casinos around the world, totaling over 400 million dollars in room revenues. The study compared visits, transactions, room revenue, ALOS and ADR to uncover how shifts in mobile usage are affecting e-commerce and website direct bookings.

In this report you’ll learn:

  • Why mobile phones are to become the primary device for trip planning
  • How the increasing gap in ADR and booking yield by device affects bookings
  • Why smartphones are becoming a growth segment

SKIFT Trend Report

From Data to Action: The Future of Hospitality Marketing

Cendyn + Skift

Big data is driving opportunities to create loyalty and conversions for the hospitality industry, but it’s also posing challenges. Databases are often dispersed across disparate sectors of hotel brands’ infrastructures. The key to leveraging the power of customer information is to bring these datasets together. This report examines how to do that, and at the value that can be extracted from big data once integration is underway.

Case Study

RFP Tool Kit Case Studies

The Impact of RFP Technology on Group Business

Hotels today are drowning in RFPs, facing a 300% increase in lead volume compared to just five years ago. As a hotel, how do you handle the onslaught on these incoming requests? Do you hire an army of sales managers or do you miss out on the opportunity to increase yield and RevPAR? Ideally, you won’t have to deal with either of those scenarios. The advance of electronic RFP technology has finally given hotels the ability to streamline, automate and curate RFP responses, giving each request the attention and personalization it requires to secure that business. Cendyn recently conducted a case study on two major global chains that implemented and white labeled our RFP Toolkit. In both cases, they found significant gains when comparing the hotels’ average response times and rates before and after they began using our RFP Toolkit.

Industry Guide

10 Ways to Maximize Group Business

Increase Conversions and Nurture Repeat Business

A 2012 Pricewaterhouse-Coopers study "The Economic Significance of Meetings to the U.S. Economy," shows that meetings account for $280 billion in direct spending, out of which $39 billion is spent on accommodations, $30 billion on food and beverage and $10 billion on venue rental. In the past decade, group business has been growing at an accelerated pace.

So how can hoteliers capitalize on this trend? Our experience shows that the key to success is to plan, guide, and nurture the best possible attendee and planner experience throughout the group business cycle. In this guide, you will learn how groups and events technology can help curate and personalize that experience, while streamlining operations and producing measurable results.