Success story
Hotel Astoria Playa
Description
Hotel Astoria Playa, rated as a four-star superior hotel, is located in Puerto de Alcudia (Majorca), just 150 metres from the beach. It has 176 rooms on 6 floors.
It is an adult-only hotel and offers a number of recreation and leisure activities for guests. It has been awarded as one of the top 25 hotels in Spain several years in a row by the tourist opinion website TripAdvisor.
Instead of quantity, we’ve achieved quality.
Miguel Arellano
Marketing Director
BACKGROUND
Goal
- The creation of a consolidated database with valid emails.
- The crossing of data between the PMS data and the database with data obtained through Hotelinking.
- The development of automated and segmented marketing campaigns to increase direct sales.
Solution
Astoria Playa is committed to Hotelinking as the main method for data capture and crossing with its PMS. To increase the number of loyal guests via the website and increase direct sales, they have contracted our Hotel CRM.
What does Astoria Playa expect from Hotel
- Email capture automation: given the manual capture, the number of emails they had was rather small in comparison to the guests that visit the hotel. Before guests checked out, reception would ask them to leave their email address. This process did not allow them to verify that the data were valid and made the reception staff’s work difficult (both data collection and inclusion in the PMS since it was a manual process). The hotel had a base of more than 5,000 users which dropped to only 2,843 when the verification process was over.
- Database enrichment through integration with the PMS: since there was no place to dump and combine the data coming from various sources, they did not have a sufficiently enriched database.
- Implementation of a fast and easy email marketing mailing service that was, above all, automated: even though campaigns were already being done, they were not getting sufficient profitability from the database.
RESULT
The Project
We began holding meetings in November 2017 to implement Hotelinking at Hotel Astoria Playa. Their infrastructure featured Ubiquiti and Hotspot Mikrotik antennae and the external company that provided the hotel’s WiFi was Level. We immediately aligned with them and achieved a fast and easy rollout.
The hotel would not open its doors until the month of April, but Hotelinking wanted to have everything ready. The Customer Success department began working with them to gather the material to create the site in the platform and suggest different features. Our technicians went to the hotel in December to install it and do all the appropriate testing so everything would be ready as soon as the hotel opened.
The features enabled are:
- Promo WiFi
- A pro site
- In-stay satisfaction surveys
Value added by Hotelinking
+14K
E-mails captured in just 2 seasons, verified and matched against the information from their PMS
+88K €
In turnover in 2018 through email campaigns with just 10.000 contacts
+3.000
In-stay surveys answered
Improving the data segmentation with our Hotel CRM and the complete profiles collected by Hotelinking has created very useful guest segments to create campaigns targeting a very specific public to derive 18% of all guests from commissioned channels to the website.
Success stories
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