Personality Hotels, a collection of seven San Francisco boutique hotels, selects GuestWare to power its fast-growing Personality Perks guest loyalty program. GuestWare's Enterprise Guest Recognition system makes it easy for the company to recognize and reward those loyal guests who visit any of its seven boutique properties.
The new Personality Perks Web profile sign-up screen interacts directly with GuestWare using Web services to collect guest preference information such as preferred hotel, room location, bed and pillow type, and whether or not a guest wishes to receive a complimentary newspaper or snack. GuestWare Enterprise consolidates these preferences as well as the history of every guest's stay into one database to efficiently manage the loyalty program and help the hotels consistently meet or exceed guest expectations.
Executive office personnel, central reservations and front office staff all have access to the data that forms the basis for Personality Hotels' guest recognition program. Before implementing GuestWare, a manual process was used to track the stays of the company's repeat guests. Now, thanks to an interface with Personality Hotels' property management system, expected arrivals are automatically matched with previous customers and loyalty members to prepare for each repeat guest arrival and automate rewards and redemption.
"Every morning, we review a list of arrivals that have already been matched up with names in GuestWare," says David Issel, COO of Personality Hotels.
Personality Perks participation growing
Travelers who sign up for Personality Hotels' Personality Perks program are rewarded with a complimentary gift and are given free local phone calls, free wireless Internet access, a free bottle of water, and a free room upgrade upon availability. Guests who stay a total of 20 room nights receive a free night. According to Issel, approximately 1,500 people now participate in Personality Perks.
"We have been very pleased with Guestware," Issel says. "It gives us the ability at the corporate level to quickly identify our most loyal guests. The database within GuestWare gives us the information we need to tailor and push promotions to our guests, and analyze the demographics of our most frequent visitors."
GuestWare's Enterprise software allows any group of hotels to recognize repeat guests and efficiently deliver upon personal preferences at every location. GuestWare Enterprise allows small and mid-size hotel groups like Personality Hotels to create and manage unique recognition- and reward-based loyalty programs to compete with the larger brands. Providing immediate perks for guests to sign up for not only makes it easier to recognize repeat guests but helps build the ideal database for targeted marketing. GuestWare uses the same database for marketing and service delivery to support a single view of the customer and to create sustainable customer relationships.