New York Hotel Improves Guest Communications with Automated Marketing

| January 23, 2014

The New York Palace hotel underwent a thorough transformation from a historic Madison Avenue gem to Midtown’s premier modern hotel. To prepare for its reveal and to take personalized luxury service to even higher levels, property owner Northwood Investors Inc. turned to the industry's premier Email Service Provider and pioneer of Hotel Marketing Automation, ZDirect. Equipped with a single platform for electronic communications, customer-relationship management and data intelligence, The New York Palace hotel is putting its new face forward via ZMail®.
 
Using a dynamic content engine, PMS integration, and the practice of Hospitality Marketing Automation, ZMail automatically sends intelligent and personalized confirmations, pre-arrival emails and post-departure emails with guest satisfaction surveys via email, mobile communication, SMS, social networks and more. Not only does ZMail enable hoteliers and marketers to learn about the real people behind every reservation, but Hotel Marketing Automation helps optimize resources. This process takes regular email marketing to new levels, not by eliminating traditional processes, but by enhancing them.
 
ZMail centralizes hotel data, creating the foundation for the hotel's marketing efforts. This gives The New York Palace a 360 degree view of guest booking data, stay preferences, and purchasing behavior. ZDirect then augments that with unstructured data, such as clickstream data, social media activity, and large public data sets. Using advanced analytics disciplines, such as predictive analysis and data mining, ZDirect crunches all the data and uncovers the hidden patterns and unknown correlations to help The New York Palace teams make sense of it all. This gives them a competitive advantage over Midtown Manhattan properties, more effective marketing, and ultimately increased revenue.

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