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Luxury Hotel Sees Uptick in Direct Channel Sales with Improved Guest Communication

Global travelers have been enjoying stress-free stays at SALA Resorts & Spas in Thailand for nearly 20 years. As owner and operator of the 5-star luxury brand, SALA Hospitality Group also wanted to create a hassle-free online communication channel for its customers. In December, the ZMail electronic communication platform from ZDirect was rolled out at the SALA Samui Resort and Spa and the SALA Phuket Resort and Spa. In just three months, SALA is reporting an increase in revenues, and guests have never been happier.
ZDirect has been providing more than 2,000 hotels and resorts on six continents with eMarketing and eCRM solutions since 2002. SALA Hospitality is a Thai hospitality company that owns and operates seven luxury properties under the SALA Resorts & Spas and SALA boutique brands. The award-winning group most recently earned the 2013 CondÉ Nast Johansens Recommended Resorts award, and in 2012 was recognized with the Trip Advisor Award of Excellence, the Best Hidden Gems Asia Top 10, the Wine Spectator Award of Excellence, and made the CondÉ Nast Johansens Luxury Spa List.
In the past, SALA relied on a local company to assist with online marketing and CRM efforts, but their system lacked depth to drill down and provide the analytics needed to improve direct market share. ZDirect offers a range of options -- from automated birthday cards and post-stay emails to creating a profile and behavioral database and sending out an eBlast newsletter.  
ZDirect's technology is designed to help hoteliers uncover the real person behind every reservation. The ZMail electronic communication platform delivers dynamic, real-time profiles of SALA Hospitality's diverse guests, and streamlines and centralizes each property's eMarketing initiative by tracking guest behaviors and preferences. ZDirect is helping SALA properties fill unsold rooms by keeping customers engaged and wanting to receive emails. The ZMail profile and behavioral marketing processes are helping SALA's property managers to identify the best possible candidates for increasing occupancy, revenues, and loyalty.
ZDirect is helping SALA Samui and SALA Phuket to:
* Manage custom databases
* Optimize delivery rates for each message via desktop and mobile
* Create e-Questionnaires on the fly -- including queries for cancellations, meeting planners, and pre-stay requests -- with the ability to edit existing forms or create new ones as needed
* Analyze statistical reports driven by interfaces to the hotel's PMS and CRS
* Personalize campaigns that boost brand loyalty and bottom line revenues
* Build opt-in subscribers
* Use purchasing habits and shopping preferences to attract the best customers
* Modify existing campaigns for last-minute promotions
* Establish a mobile web portal that is fully integrated with the hotel's PMS
* Leverage text and SMS to increase customer interaction and communication

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