The Pilgrm's success using Cendyn's eInsight CRM and digital marketing services
Building a strong guest database and driving revenue with Cendyn’s eInsight CRM & digital marketing
Inspired by old world design and the glory of British craftsmanship, The Pilgrm is a thoughtfully curated boutique hotel just a stone’s throw from Paddington Station. The hotel’s design identity focuses on sustainability and seamlessly blending the building’s Victorian features with carefully chosen materials, lighting and furnishings. The hotel boasts 73 bedrooms and a celebrated food & beverage program that includes a rooftop terrace where guests can enjoy brunch while waving at the red London tour busses passing by. With a unique brand and a stellar central London location, The Pilgrim attracts a variety of guests including both leisure and corporate travelers.
When The Pilgrm opened their hotel in 2017, they had several major goals they wanted to accomplish, including: building their guest database from scratch, finding creative and cost-effective strategies to promote their brand in a crowded market, identifying their target audiences, and crafting the right messaging to attract each group.
The Pilgrm knew that in order to generate interest and attract loyal guests, they required a direct approach that would allow them to personalize their marketing communications. They were also looking for ways to use transactional emails to provide more thoughtful and engaged guest experiences while also increasing ancillary spend.
The Pilgrm chose Cendyn’s eInsight CRM to build and organize their guest profiles in one central location. Another reason for selecting Cendyn was the ability to create dynamic transactional emails and other messages for each audience. To further their outreach, The Pilgrm also utilized Cendyn’s Digital Marketing services across all channels, including targeted Paid Search, Display, and Paid Social campaigns designed to speak directly to these audiences. With the robust guest profiles in the CRM, The Pilgrm was able to identify their most valuable guests, create personalized messages by guest type, and increase ancillary revenue by including options to purchase curated amenities and hotel services before the guest even arrives on property.
Increased ancillary spend
Digital marketing campaigns
BOTTOM LINE RESULTS
- In 2019, The Pilgrm drove 3,128 bookings and £1,000,334 in revenue as a result of their advertising activity – a 19:1 return on advertising spend (ROAS).
- Digital marketing via paid social, paid search and display advertising resulted in an 134% YOY increase in bookings and 159% YOY increase in revenue from 2018 to 2019.
- Average Daily Rate (ADR) from attributed bookings increased by 25% from 2018 to 2019.
- The Pilgrm’s database grew from zero to over 20,000.