ZDirect Fortifies Global Growth; Providing Service to Six Continents

  • ZDirect, Inc.
  • 01.17.13
ZDirect, a company that has been providing hotels with electronic customer-relationship management solutions since 2002, enters the new year with its customer base now spanning six out of seven continents, and 2,000+ hotels and resorts using its ZMail® electronic communication platform. With more than half of hotels (58 percent) projecting marketing budget increases by at least 10 percent this year and more than 56 percent of marketers planning to grow their email marketing budget, ZDirect is positioned to grow exponentially in 2013.

"Reports on HospitalityNet.com and MarketingLand.com are substantiating that reliance on email marketing to boost business and maintain customer loyalty is growing by leaps and bounds," said Caren de’Ath, ZDirect vice president of sales. "Combine this with ZMail's proven ability to help hoteliers during tight economies and 2013 is positioned to be a very good year. Hoteliers have been exceedingly successful with ZDirect because our technology makes it easy to uncover the real person behind every reservation. We deliver dynamic, real-time profiles of today's diverse guests; streamline and centralize a hotel's electronic marketing initiative by tracking guest behavior and preferences across multiple platforms; and provide multiple, personalized touch-points between the hotel and the guest.

"From up-selling a hotel's amenities online -- or via mobile device -- with personalized pre-arrival emails, to creating offers specifically tailored to meet the individualized needs of one’s guests or groups of guests, ZDirect is helping hotel owners, operators and marketers achieve maximum profit from unsold perishable room inventory," de'Ath said. "Our online tools are always accessible, and our team is always available to work side-by-side with hoteliers to build brand loyalty and trust, and ultimately generating new revenue streams and measurable results."

ZDirect Differentiators:

1. ZDirect only provides services to the hotel industry, unlike other email service
providers (ESPs) that provide service to multiple vertical markets.
2. ZDirect's Dynamic Content Engine or Business Rules Engine is patented and collects
hospitality-specific data.
3. ZDirect owns its solution from data entry (capturing the guest's email and contact
information) to inbox delivery.
4. ZDirect has interfaces to all major PMS and CRS systems.
5. ZDirect uses business intelligence to identify the right customers for
the right offer vs. list marketing that runs the risk of attracting "opt out" requests.

"ESPs typically perform list marketing to fill unsold rooms, but sending one email to an entire database of past guests can potentially jeopardize your relationship," de'Ath said. "If a consumer receives an email about a topic or purchase request that they have no interest in, chances are they will opt out of receiving future emails. This can be detrimental to your entire e-marketing efforts. Instead, ZMail uses profile and behavioral marketing to identify the best possible candidates to increase occupancy, revenues and loyalty."

Profile marketing uses rich, targeted data to match what a hotel wants to sell with whom will buy it. For example, if it is Wednesday and a hotel needs to fill unsold rooms for the upcoming weekend, ZDirect can perform a profile search to identify past guests who booked four to five days out, arrived on a Friday or Saturday, and live within a 500 mile radius (as the likelihood of someone flying to a destination last minute is slim). Behavioral marketing searches for customers based on purchase history from within the PMS and identifies how much money they spent on past stays, how many times they stayed, and in which market segments to create promotional offers based on that criteria.

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