Innovation in Hospitality Starts with Strong Partnerships

When a hotel and a technology partner collaborate with a shared vision, the impact extends far beyond system upgrades—it transforms how hospitality engages with and serves guests. True partnerships thrive on collaboration, problem-solving, and a shared drive to elevate the guest experience.

This spirit of partnership is what the Hotel Visionary Awards’ Partnership category, proudly sponsored by Encora, seeks to recognize: hotelier-vendor teams that go beyond implementation to create lasting transformation. Nemacolin, a luxury resort in Pennsylvania, and Hapi, exemplify this ideal, making them well-deserved winners of HT’s 2024 Hotel Visionary Award in the Partnership category.

A Partnership Rooted in Shared Vision and Expertise

The relationship between Nemacolin and Hapi began in early 2023, when Chris Baran, VP of Sales and Marketing, and Dillard Westmoreland, VP of Information Technology, sought to modernize the resort’s CRM system. They reached out directly to Bob Magliozzi, Hapi’s SVP, Commercial, for initial discussions. Even in these early conversations, there were clear signs that this would be a unique partnership. Nemacolin demonstrated a deep commitment to understanding their options, asking detailed questions, and showing a willingness to embrace change to enhance both operations and guest experiences. Their focus on leveraging real-time data from multiple systems aligned seamlessly with Hapi’s capabilities, setting the stage for a truly collaborative effort.

Overcoming Challenges with a Unified Approach

One of the biggest challenges Nemacolin faced was adapting to a post-pandemic shift in guest demographics. Historically catering to business travel groups, the resort needed to pivot toward leisure travelers, which required a more personalized digital guest journey. However, their outdated CRM and fragmented data sources hindered this transition. From the outset, both teams agreed that transparency, collaboration, and mutual respect would be the cornerstones of their partnership.

Seamless Implementation Through Effective Collaboration

The implementation of Hapi Guest, powered by Salesforce, was a game-changer for Nemacolin. By integrating data from key hospitality systems such as property management, spa reservations, table bookings, and guest surveys, the resort gained a 360-degree view of each guest. This allowed Nemacolin to craft highly personalized marketing campaigns while also empowering on-property staff with real-time guest insights.

A key highlight of this collaboration was the deployment of Hapi Guest Focus, which operationalized guest data for hotel team members. To ensure its success, Hapi’s team visited Nemacolin, brainstorming innovative ways to enhance guest interactions. Some of the most impactful initiatives included:

• Utilizing experiential preferences data to help booking agents suggest personalized resort activities.
• Equipping front desk agents with tools to recommend relevant activities during check-in.
• Offering personalized welcome amenities such as favorite treats or custom mini-fridge stocking.
• Alerting staff to VIP arrivals for tailored service.

This hands-on approach ensured that technology was not just a back-office tool but a powerful enabler of exceptional hospitality.

A Lasting Partnership Beyond Implementation

Even after the successful deployment of Hapi Guest, the collaboration between Nemacolin and Hapi continues to evolve. Their current focus is on Salesforce’s Data Cloud, a Customer Data Platform (CDP) designed to unlock even deeper guest insights. With this new initiative, the teams are leveraging advanced segmentation and insightful data calculations to refine marketing strategies and guest engagement.

By analyzing past and future stay patterns, cancellation trends, geographic segmentation, and other key indicators, Nemacolin can now craft hyper-personalized campaigns that resonate with individual guests. This ongoing innovation underscores the strength of their partnership and their shared commitment to elevating the guest experience.

What Makes This Partnership Award-Worthy?

At its core, the success of the Nemacolin-Hapi partnership stems from a mutual dedication to excellence, adaptability, and transparent communication. Several key factors set this collaboration apart:

• Strong Alignment of Goals: Both teams were committed to not just upgrading a system, but revolutionizing guest engagement.
• Deep Industry Expertise: Hapi’s team of former hoteliers provided a unique understanding of operational needs beyond just marketing.
• Seamless Communication: Open dialogue and regular updates ensured challenges were addressed proactively.
• Innovation-Driven Problem Solving: The partnership prioritized creative solutions that leveraged real-time data for practical, on-the-ground improvements.
• Ongoing Evolution: Even after the initial implementation, the teams continue to push boundaries with advanced data-driven strategies.

Moreover, Nemacolin’s private ownership allowed it to remain singularly focused on delivering unparalleled guest experiences. Their investment in future hospitality leaders through university and internship programs further demonstrates their long-term commitment to industry innovation.

Despite challenges such as delays in integration feature development, the partnership remained resilient, with transparency and collaboration steering them to success. The result? A digital transformation that not only improved operations but also elevated Nemacolin’s reputation as a leader in guest personalization.

Conclusion

The partnership between Nemacolin and Hapi exemplifies what can be achieved when a hotel and a technology provider work together with a shared vision and unwavering commitment. By embracing innovation, leveraging real-time data, and fostering a culture of collaboration, they have set a new standard for the hospitality industry. Their 2024 Hotel Visionary Award win is well-deserved, serving as a testament to the power of strong partnerships in driving meaningful change.

“I was honored to accept this award on behalf of Nemacolin at Hotel Technology Forum,” said Westmoreland. “The partnership with Hapi has been instrumental in uniting siloed systems into a single, holistic guest view. This shift empowers us to deliver personalized, real-time messages for targeted campaigns and optimize the operational use of guest profile information. Increasing revenue and creating the Real Life Magic that defines Nemacolin, deepening brand loyalty and elevating the curated guest and member journey. Thank you to Hapi for the collaborative vision and to the Hotel Technology Forum for the recognition of our successful partnership. We look forward to more innovation and impact in the years ahead!”