Cendyn President Charles Deyo Anchors Panel on Driving Marketing ROI at Loyalty Expo

  • Cendyn
  • 06.10.11
Charles Deyo, president of Cendyn, a full-service sales and marketing firm, anchored a leadership panel at the 2011 Loyalty Expo that presented attendees with effective strategies to increase marketing ROI through emerging communication tools.

Other panel members were Tammy Lucas, director of marketing programs for Best Western International; and Christophe Dagassan, director of CRM for The Breakers Palm Beach. 
Deyo’s presentation, titled, “The NEW 360:  Driving ROI in the New Era of Communication,” took place during the conference held at the Hyatt Regency Grand Cypress in Orlando, Fla.  Cendyn is a leading single-source provider of turnkey offline and online marketing solutions that increase profitability for hotel companies.

“The rapid adoption of mobile, social media, e-newsletters, video, SMS and other channels creates a 360-degree marketing environment that enables operators to reach guests any time,” Deyo said.  “Selecting the most appropriate channels for each market and using them effectively can generate big money.  Year over year, Best Western has seen a 70 percent increase in revenues derived from its e-newsletters.  It attributes this significant improvement to the company’s enhanced focus on customer analytics, including the refined segmenting capabilities facilitated by Cendyn. This is a solid marketing ROI.”

Deyo said many factors influence travel shoppers’ buy decisions, but an online purchase is usually attributed to the last click a shopper makes.“The travel-buy decision is actually based on a combination of things that include checking review sites, talking with friends, evaluating competitive alternatives, and reading property-generated content,” he said.  “A 360-degree marketing strategy that addresses all these factors will generate more sales.”
The Breakers’ Dagassan uses social media channels to engage with guests on a more personal level based on past preferences.  “Sixty-eight percent of our confirmed arrivals log on to our MyBreakersStay.com website before checking in to customize their stay,” Dagassan explained.  “They frequently request services that add value to their visit and generate incremental revenue.   Our eSurvey post-departure service gives guests an opportunity to customize future stays with personal information, which adds to our CRM database for future marketing.” 

Interested parties can visit Cendyn in booth No. 639 to meet with Cendyn’s team and learn about its award-winning online solutions and strategies.

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