5-Star Luxury Thailand Hotel Company SALA Resorts & Spas Communicating with Guests Effectively via ZDirect
Global travelers have been enjoying stress-free stays at SALA Resorts & Spas in Thailand for nearly 20 years. As owner and operator of the 5-star luxury brand, SALA Hospitality Group also wanted to create a hassle-free online communication channel for its customers. In December, the ZMail® electronic communication platform from ZDirect was rolled out at the SALA Samui Resort and Spa and the SALA Phuket Resort and Spa. In just three months, SALA is reporting an increase in revenues, and guests have never been happier.
ZDirect has been providing more than 2,000 hotels and resorts on six continents with eMarketing and eCRM solutions since 2002. SALA Hospitality is a Thai hospitality company that owns and operates seven luxury properties under the SALA Resorts & Spas and SALA boutique brands. The award-winning group most recently earned the 2013 Condé Nast Johansens Recommended Resorts award, and in 2012 was recognized with the Trip Advisor Award of Excellence, the Best Hidden Gems Asia Top 10, the Wine Spectator Award of Excellence, and made the Condé Nast Johansens Luxury Spa List.
"In the past, SALA relied on a local company to assist with online marketing and CRM efforts, but their system lacked depth to drill down and provide the analytics we needed to improve our direct market share," said Michael Howard, SALA Resort and Spas vice president sales and marketing. "ZDirect offers a range of options -- from automated birthday cards and post-stay emails to creating a profile and behavioral database and sending out an eBlast newsletter -- that has our guests really happy with the way we keep them engaged and informed. We are thrilled with ZDirect's customer service and the quick financial return.
"As a result of partnering with ZDirect, we have seen an increase in direct channel sales and our guests' satisfaction," Howard said. "We attribute this to the dedicated account manager assigned by ZDirect who is always available to answer our questions and who helps us develop and implement new eMarketing strategies and eCRM programs. I can honestly say that this has been a completely stress-free and hassle-free experience. ZDirect's after-the-sale service continues to exceed our expectations."
Two-Way Communication is Key
ZDirect's technology is designed to help hoteliers uncover the real person behind every reservation. The ZMail electronic communication platform delivers dynamic, real-time profiles of SALA Hospitality's diverse guests, and streamlines and centralizes each property's eMarketing initiative by tracking guest behaviors and preferences. ZDirect is helping SALA properties fill unsold rooms by keeping customers engaged and wanting to receive emails. The ZMail profile and behavioral marketing processes are helping SALA's property managers to identify the best possible candidates for increasing occupancy, revenues, and loyalty.
"We are delighted to add SALA Hospitality Group to our growing list of satisfied customers in Southeast Asia," said Caren de'Ath, ZDirect vice president of sales. "SALA Resorts & Spas are known around the world for their award-winning hospitality service. SALA properties are using ZMail to promote their 5-star service and upsell each location's luxury amenities. With our dedicated account management approach, we view ourselves as an extension of the properties marketing team. Our account managers work with our customers to create offers specifically tailored to each guest or groups of guests. In this way, each hotel is achieving maximum profitability from unsold perishable room inventory and building brand loyalty and trust. As SALA has seen in a very short amount of time, the end result is new revenue streams with measurable results."
ZDirect is helping SALA Samui and SALA Phuket t
- Manage custom databases
- Optimize delivery rates for each message via desktop and mobile
- Create e-Questionnaires on the fly -- including queries for cancellations, meeting planners, and pre-stay requests -- with the ability to edit existing forms or create new ones as needed
- Analyze statistical reports driven by interfaces to the hotel's PMS and CRS
- Personalize campaigns that boost brand loyalty and bottom line revenues
- Build opt-in subscribers
- Use purchasing habits and shopping preferences to attract the best customers
- Modify existing campaigns for last-minute promotions
- Establish a mobile web portal that is fully integrated with the hotel's PMS
- Leverage text and SMS to increase customer interaction and communication
For more information on ZDirect, please visit www.zdirect.com. For details on SALA Resorts & Spas, visit www.salaresorts.com.