Minor Hotels' success with eInsight CRM
Marcos Cadena explains: “I would say that the relationship we want to have with our guests is that we want to treat every single customer in the best possible way by providing the most unique experience for them all. But of course, some of our brands are better equipped for this than others. The Ananatara brand is all about experiences, while most of the others are more about appealing to the modern traveler – and that has a different touch to it. We believe each brand has its own uniqueness and we need to deliver unique treatment to each one of those brands.”
“We turned to Cendyn to help us deliver the right offering for every guest. They were able to help us achieve our key goals:
- Adapt to the needs of each brand, in each region, knowing that not every brand requires the same thing.
- Create a single customer view and a single database that consolidated all our data for every brand within the group.
This in turn, provided us with the ability to learn more about each guest and provide the best experience for them.”
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“After just four months using Cendyn, we started seeing incredible results. The open rate for our emails had dramatically increased, we were ahead of the benchmark and the revenue generated from our campaigns had dramatically increased as well. We went from producing $600,000 from some of our campaigns to $1.5 million. The unsubscribe rate went down, and our overall database had almost doubled in size. The results have been just incredible, and we are really happy.”