Aimbridge Hospitality Implements ZDirect

  • ZDirect, Inc.
  • 04.30.14
Three Aimbridge Hospitality resorts in the Caribbean are using ZMail®ZDirect's electronic communications platform, to better understand the guests by sending intelligent and personalized pre-arrival email confirmations and post-departure emails with guest satisfaction surveys.

The Jewel Dunn's River Beach Resort and Spa, Jewel Runaway Bay Beach & Golf Resort and Jewel Paradise Cove Beach Resort & Spa in Jamaica are using ZMail® to identify these preferences and provide personalized service before, during and after each guest's stay.

ZDirect's hotel marketing automation processes is enabling the three Jewel Resorts properties to build guest-facing surveys that capture all guest preference information and post stay comments. This data is then used to better prepare each guest before arrival, maximize his/her experience while on property and learn from each guest after he/she leaves. This intelligence then gets added to the guest profile for quick access by front desk staff and can be used for future marketing campaigns and to gauge customer satisfaction.

"ZDirect does a great job with responding to specific guest requests and preferences," said Urpi Mercado, interactive marketing manager for The Jewel Resorts. "ZDirect has helped to pioneer hotel marketing automation, and its ZMail® solution is extremely intuitive. ZMail enables us to send pre-stay emails promoting different activities that would enhance the stay experiences for different guests. In a resort environment, this is very important, especially when trying to maximize services for our spas, golf course and other revenue enhancing activities and departments."

Using a dynamic content engine and PMS integration, ZMail® centralizes hotel data for these three resorts, creating the foundation for each property's marketing efforts. It gives Jewel Dunn's River Beach Resort and Spa, Jewel Runaway Bay Beach & Golf Resort, and Jewel Paradise Cove Beach Resort & Spa a 360-degree view of guest booking data, stay preferences and purchase behaviors. Using advanced analytics disciplines, such as predictive analysis and data mining, ZDirect then crunches all the data, including web clickstream and social media information, and uncovers the hidden patterns and unknown correlations to help management teams make sense of it all. This gives them a competitive advantage over other Caribbean properties, more effective marketing and ultimately increased revenue.

"Post-stay emails are critical to a successful email campaign," Mercado said. "We use guests' comments to commend our staff for jobs well done, improve on service areas that may need more attention and continually add new amenities and activities upon request. Not only are we quite pleased with ZDirect, but our customers are equally as comfortable with ZMail®. In fact, we are adding a significant number of guest emails to our database."

"Asking guests about each desire or preference all at once can be overwhelming," said Caren de'Ath, ZDirect vice president of sales. "To be more effective over the long run and get the answers needed, property managers need to gather small amounts of information more often throughout the guest lifecycle. Preferences sometimes change between booking the reservation and arriving on property, especially for stays where the booking window is large. Checking in with guests periodically is enabling hotels to always have the most up-to-date information on hand."

"ZDirect helps identify when to send surveys, what to ask for, how often and by using which mediums, while ZMail® identifies which activities, cuisines and even cocktails guests enjoy the most to help Jewel Resorts managers to continually maximize each experience," de'Ath said. "Aimbridge Hospitality is a recognized hospitality management leader throughout the Caribbean, and when a company of this caliber selects ZDirect as their email service provider, it speaks volumes. We are delighted that Jewel Resorts is experiencing such great success with ZMail®."

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