The Jewel Dunn's River Beach Resort and Spa, Jewel Runaway Bay Beach & Golf Resort and Jewel Paradise Cove Beach Resort & Spa are sending intelligent and personalized pre-arrival email confirmations and post-departure emails with guest satisfaction surveys to better understand the real people behind each reservation and provide them with individualized services.
ZDirect's Hotel Marketing Automation processes is enabling the three Jewel Resorts properties, managed by Aimbridge Hospitality, to build attractive guest-facing surveys that capture all guest preference information and post stay comments. This data is then used to better prepare each guest before arrival, maximize his/her experience while on property, and learn from each guest after he/she leaves. This intelligence then gets added to the guest profile for quick access by front desk staff and can be used for future marketing campaigns and to gauge customer satisfaction.
Using a dynamic content engine and PMS integration, ZMail® centralizes hotel data for these three resorts, creating the foundation for each property's marketing efforts. It gives Jewel Dunn's River Beach Resort and Spa, Jewel Runaway Bay Beach & Golf Resort, and Jewel Paradise Cove Beach Resort & Spa a 360 degree view of guest booking data, stay preferences, and purchase behaviors. Using advanced analytics disciplines, such as predictive analysis and data mining, ZDirect then crunches all the data, including web clickstream and social media information, and uncovers the hidden patterns and unknown correlations to help management teams make sense of it all. This gives them a competitive advantage over other Caribbean properties, more effective marketing, and ultimately increased revenue.
Asking guests about each desire or preference all at once can be overwhelming, said Caren de'Ath, ZDirect vice president of sales. To be more effective over the long run and get the answers needed, property managers need to gather small amounts of information more often throughout the guest lifecycle. Preferences sometimes change between booking the reservation and arriving on property, especially for stays where the booking window is large. Checking in with guests periodically is enabling hotels to always have the most up-to-date information on hand.