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The Breakers Leverages "21st Century Web CRM" for Five-Diamond Service Standards

World-class AAA Five-Diamond destinations cannot rest on their laurels, they evolve with their customers to earn their diamonds every day. For The Breakers Palm Beach, the luxury oceanfront resort founded in 1896, it means using the most advanced online internet marketing technology to support today's expectations for world-class customer service.

The renowned Florida resort recently implemented Cendyn's CRM Suite to automate and enhance its "guest experience cycle," which integrates all guest experiences and touch-points. This comprehensive program, beginning with pre-stay customized itinerary creation, to personalized check-in, check-out, guest feedback and follow-up, is seamlessly deployed in one secure database solution.Õ

Guests may wonder how The Breakers' staff intuitively anticipates their needs, but the secret is the resort's dedicated staff and how they utilize their latest tools.

"We are one of the few hotels in the US to remain independent of chain affiliation, and without a large corporate machine behind us," says Christophe A. Dagassan, director of CRM for The Breakers. "As a truly entrepreneurial company, our goal is to anticipate and exceed our guests' expectations and always make them feel special. We can do so by giving highly personalized attention, and Cendyn's CRM Suite helps make that possible. This invaluable resource gives our staff of 1,800 the latest technology and resources to satisfy our guests' needs each and every day."

Everything in one place at, powered by Cendyn's eConcierge system, is an integral part of the resort's website. After guests reserve a room, they log in to their own password-protected web page to check their reservations and peruse activities; they can also book dining, special events and create their own itinerary prior to their arrival. This new channel of guest service also generates incremental revenue.

Sixty-eight percent of confirmed arrivals log onto MyBreakersStay and 20 percent use the site to request services like spa appointments, tee times, transportation, a luxury beach cabana, or to make dining reservations at The Breakers' wide choice of restaurants.Õ

"Our CRM solution empowers guests to engage with our concierge team online to personalize their stay," says Dagassan. "It also generates VIP reports so our team is prepared to create a more personalized service offering."

Targeted marketing supports revenue goals
"The Cendyn CRM suite supports our revenue goals," says Dagassan. "We can market to guests more effectively and enhance our targeting and personalization efforts based on access to accurate historical information. The 360 degree view we have of our customers lets us provide compelling options that suit their interests and preferences while they are on property and when we send offers for future stays."

"Cendyn's eInsight system pulls relevant guest data from our PMS and other systems and provides tools to easily market to their preferences," Dagassan says. In addition, The Breakers recently moved all of its online marketing to Cendyn's 360 degree Marketing platform. Cendyn's advanced hotel internet marketing capabilities not only facilitate the tracking of guest behavior and revenue for each marketing channel, but also expertly target and integrate all campaigns and paid advertising back to each individual guest in eInsight.

The Breakers CRM Suite provides:

  • Visibility into its most valuable markets to develop smarter promotions and higher conversions
  • Real-time guest analytics and modeling to identify its most valuable guests
  • Triggered upgrade offers prior to guest arrival
  • Automated electronic survey delivery to guests after departure to gather feedback.

"Our CRM solution is like a window into how each of our guests structures their leisure time while they are with us," says Dagassan. "Now that we have easy access to our guests' preferences for activities, dining, favorite season, and property amenities, our services are more personalized and our marketing strategies generate more revenue."

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