Libra OnDemand Cloud-Based Solution Provides Valuable Guest Intelligence To Dolce Hotels and Resorts

  • Libra OnDemand, A Division of Newmarket® International
  • 10.04.11
Libra OnDemand and its comprehensive Hospitality Management System is providing Dolce Hotels and Resorts with a complete 360-degree view of the company’s global customer base, resulting in a better understanding of their guests.

Libra OnDemand's cutting-edge customer relationship management (CRM) functionality enables the creation of comprehensive guest profiles, including tracking of customer preferences, shareable across Dolce’s entire portfolio.

New Jersey-based Dolce selected Libra OnDemand as a guest communication tool, interfacing with its corporate marketing platform and using it to generate pre- and post-stay confirmation emails and other guest correspondence. As a result, Dolce hotels are now able to deliver personalization of guest experiences while also executing targeted marketing campaigns via an integrated email marketing platform. Just as important, Libra OnDemand is helping Dolce identify high-value guests and is helping ensure that the proper level of service is provided to them.

"We wanted to find out who our guests are—what their interests are, what VIP spend should look like—but it's grown to become a property-level tool that can really affect guest service," said John Edwards, Dolce's corporate director of information technology. "At the hotel level, we will use Libra as a tool to look up guests and find out what we know about them, including their past guest survey scores and any issues they may have had. Libra is really a single point of reference—a guest data warehouse. This is what a CRM system is supposed to be."
Libra OnDemand’s hospitality solutions are natively built using cloud technologies, meaning the applications available to interface with the system are virtually infinite. “Because it’s in the cloud, we can use Libra as a sales tool as well, leveraging the data there via add-on applications for a ton of flexibility,” Edwards said. “It’s suddenly data overload over here, with more information than we know what to do with. It’s a very good problem to have, believe me.”

The cloud aspect of Libra OnDemand has also saved Dolce considerable money and effort from a data security standpoint. Not only does Libra OnDemand require almost no new hardware, it also has international safe harbor and data security rules built in for nearly all major country markets. “Each country has its own unique requirements on data security, but the Libra system takes care of figuring all of that out for me automatically,” Edwards said. “More to the point, with a traditional CRM system, I would have to stand up data centers in any given country we do business in; with Libra, that’s not necessary.”

The dashboard tool within Libra OnDemand interfaces with an array of different property management systems, including all three platforms employed by various Dolce properties. “That has made data analysis incredibly easier,” Edwards said. “For the first time, we’re able to view and sort performance results across properties in a single, standardized report. We’re not only comparing apples to apples, but we’re now able to do it in a way that is intuitive and logical.”

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