Success story
PortBlue Hotel Group
Description
Founded in 2015, PortBlue Hotels Group is a chain that currently has nine hotels spread over Mallorca, Menorca, Punta Cana and a newly-opened property in Astorga. In total, over 1,100 rooms.
The chain, a leader in the provision of superior category holiday experiences, has a sustainable model based on personal attention, respect for the environment and innovation.
What matters is not just capturing the datum but activating it.
Ana Ortiz
Digital Marketing Manager
History
Goals
Once the new Data Protection Regulation (GDPR) was launched, PortBlue once more found itself in need of collecting a vast amount of guest data quickly.
Besides, other goals were set:
- Managing that the WiFi network could support the high flow of people visiting the hotels every year.
- Starting to create communications aimed at their guests to improve and increase direct sales through their web.
- Improving brand perception to foster their guests’ loyalty.
Solution
PortBlue decided to contract us as their primary source for guest data collection. To make the most of their database, they also contracted our hotel CRM and, among other features, they activated satisfaction surveys while guests were still in-house.
What was expected
- Collecting data to have a reliable database that met all GDPR requirements.
- Improving the experience of in-house guests hence helping to create a bond.
- Creating automated marketing campaigns to increase direct sales.
Result
The project
After a meticulous analysis and subsequent planning, in May 2018 PortBlue started to integrate Hotelinking progressively in all their hotels, collecting their guests’ data in real-time through a WiFi network that was unified and renovated by our team of engineers.
During the first stages of the implementation, hotel General Managers had their reservations about the platform since they believed it would increase the time needed to manage data collected by Hotelinking. Once it was activated in the different hotels, they realised that their expectations were completely wrong since, in addition to saving them time, Hotelinking was helping them to improve the services offered by the different properties. PortBlue is now one of our brand ambassadors.
The main features that were activated were:
- Satisfaction surveys during the stay.
- Online reputation management through automated post-stay deliveries.
- WiFi loyalty program thanks to its integration with the booking engine.
- Automated birthday message for all their guests.
In the last year only, nearly 60k records have been collected in the database.
Hotelinking has enabled them to make the most of their database from day one and, thanks to our engineers, they have been able to administer and manage their WiFi networks more efficiently.
Value added by Hotelinking
+57K
Records to launch email marketing campaigns
+11K
Surveys during the stay that have enabled to improve the brand’s reputation
+100K €
Benefit in birthday communications only
Hotelinking has been of benefit to both hotel management and the chain’s head office. Hotels have been able to identify unhappy guests at the right time, when they still have time to meet their needs, and the hotel chain’s head office has been able to create a vast database to be able to make the most of sales through the direct channel.
Success stories
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