Hotel del Coronado Increases Revenue in Flat Market With Cendyn/ONE™ Digital Marketing Campaign

  • Rainmaker Group (The Rainmaker Group)
  • 06.13.14
Cendyn/ONE™ has generated $3.3 million in revenue for  Hotel del Coronado in San Diego, Calif. from January through June 2013 with an integrated, data-driven digital marketing campaign.

 
The results were revealed in a recent case study prepared by Cendyn/ONE.
 
Part of the Cendyn® portfolio, Cendyn/ONE provides a cloud-based software and services platform, allowing marketers to capture, store and analyze a hotel or brand's unique data to make it actionable. This creates new and compelling ways to drive a more profitable marketing outcome and increase overall guest satisfaction and loyalty. The platform provides a single integrated view of guest history, value, behavior, desire, intent and engagement, culminating in dynamically generated, one-to-one marketing across all digital channels.  
 
In the first half of 2013, San Diego was at the bottom of the top 25 U.S. markets for hotel performance. Occupancy was flat and the average daily rate increased only 2.1 percent from 2012. Several resort competitors were entering the market, adding more than 800 hotels rooms to the already challenging climate.
 
To increase occupancy and revenue, as well as educate consumers about Hotel del Coronado's storied history, Cendyn/ONE leveraged its digital marketing, cloud-based CRM and interactive design and development. The approach included data-driven display, paid search, social and video marketing tailored to the hotel's target audience of affluent in-market travelers.
 
The digital marketing campaign, constructed around the Hotel del Coronado's 125th anniversary, resulted in over 3,300 bookings and more than 9,100 room nights from January through June 2013. The campaign generated $3.5 million in revenue at a 19 times return on investment. As a result of the campaign, Hotel del Coronado experienced a 34 percent year-over-year revenue growth in soft market conditions, and a 46 percent year-over-year increase in room nights generated despite flat market occupancy rates. 
 
The campaign delivered over 29.5 million targeted impressions and generated over 123,000 direct interactions. Over 17,000 consumers watched videos about the hotel's history, and there were over 47,000 visits to the hotel's history microsite created for the campaign. 
 
"We were thrilled to partner with the talented Hotel del Coronado marketing team on this comprehensive digital marketing campaign," said Tim Sullivan, president of Cendyn/ONE. "By combining the wealth of data intelligence within our CRM platform with market and on-property insights, we were able to drive a result that outperformed the competition in very challenging market conditions at high rate of return."



Related Articles
want to read more articles like this?

want to read more articles like this?

Sign up to receive our twice-a-month Watercooler and Siegel Sez Newsletters and never miss another article or news story.