Miraval Resorts success story - combining CRM & Digital Marketing

After experiencing record highs of engagement going into the first two months of 2020, Miraval, like many resorts, faced a wave of new challenges brought on by the global pandemic. In addition to the issues facing their popular Arizona resort, Miraval was also in the process of launching two new locations in Austin, Texas and Lenox, Massachusetts. Miraval needed a way to keep engaging with previous guests while travel was on hold as well as come up with a strategic plan for re-entering the market, including when to launch new initiatives, which audiences to focus on and what messaging to send.

During the height of the COVID pandemic, Miraval had to temporarily black out their digital marketing
campaigns while still keeping guests engaged and informed about the status of each resort location. With the help of Cendyn’s eInsight CRM, Miraval was able to use their data to clearly communicate with guests regarding overall brand messaging, property status, health and safety protocols and other important information.

Once digital marketing was back on the table, the Cendyn Digital Marketing team closely worked with Miraval to create dynamic, audience-targeted campaigns to drive distinct demand to each of the resort’s three destinations without cannibalizing any single location or “stealing” market share from one another.

“Miraval Austin is a success story in itself. As a new resort there are always challenges at the beginning, including construction delays and other issues that did initially impact the guest experience. With our CRM and Digital Marketing efforts, we’ve had a very quick recovery and recently had our best performing month ever. That’s a great milestone for a resort that is less than two years old and had to close and reopen during the pandemic.”
– Heather David, Director of Digital Marketing, Miraval Resorts