From OTAs to Direct: How a Hotel Group Drove €3.2M with Cendyn CRM
About The Client
An established hotel group operates a portfolio of 15 properties across across 5 coastal destinations, supported by a sizable guest base and a growing loyalty programme. The group is committed to building direct guest relationships and reducing reliance on third-party booking channels.
THE CHALLENGE
Like many hotel groups operating at scale, the group’s commercial performance was constrained by OTA dependency, limited personalization and automation across the guest journey, and fragmented guest data. The team needed to unify guest profiles into a single view, automate communications across the full stay lifecycle, and prove the revenue impact of marketing activity, all while accelerating loyalty programme growth.
THE SOLUTION
The group partnered with Cendyn and adopted Cendyn CRM as the foundation for a modernized, data-driven marketing strategy. The platform unified guest data from PMS and reservation systems, powered automated lifecycle campaigns, and gave the team revenue attribution at the campaign level.
Key capabilities:
- Lifecycle automation across pre-stay, post-stay, OTA win-back, reactivation journeys
- Personalization powered by a unified 360° guest view
- Real-time reporting and campaign performance tracking with revenue attribution
- Loyalty-integrated campaigns to accelerate programme sign-ups and repeat bookings
RESULTS
- €3.2M in attributed campaign revenue in 2025
- 323 campaigns sent across 1.49M emails – full portfolio reach at scale
- Open Rate: 44.9% – well above hospitality industry benchmarks
- +8,800 new loyalty programme sign-ups in 2025
- 3,583 campaign driven bookings
