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Pomeroy Lodging Leverages Online Communication to Manage Guest Relationships

Pomeroy Lodging operates 20 properties that carry IHG, Marriott, Ramada and Motel6 flags as well as its proprietary Pomeroy Family of brands. One thing its properties have in common is a portfolio-wide email guest communication platform from Digital Alchemy that builds loyalty and generates a personalized guest relationship.
Digital Alchemy is a provider of hospitality Customer Relationship Management, guest communications, and email marketing for hotels. Digital Alchemy drives revenue with guest communication solutions that are specifically tailored and personalized per guest, per visit. An in-depth understanding of each customer’s needs, via ongoing client communication, ensures a 400% ROI on every email campaign.   
 “At Pomeroy Lodging our investment goes well beyond the walls of our hotels and the land we build on. We have a dedicated, hands-on leadership team with a clear vision for the business. Our focus on quality is the key to success for all stakeholders from the property teams to corporate leaders and guests,” said Andrea Ventrone, executive director of revenue optimization. “An important part of our guest relationships is our consistent, personalized email communications. Digital Alchemy manages our guest relationship with its excellent guest email processes and marketing that strengthen loyalty and occupancy.”
When guests make reservations at a Pomeroy property, they receive a personal confirmation that details their booking and provides hotel information. Prior to arrival, the guests receive a marketing email containing information on the surrounding area and on-property amenities. Once the guests arrive, they receive a welcome message from the property’s general manager that mentions property offerings like brunch or dinner specials. On their departure date, they receive a thank-you note with their e-folio attached so they do not need to go to the front desk to check out. The e-folio service also supports one of Pomeroy’s green initiatives to reduce paper use and allows guests to click through to their folios to eliminate the possibility of lost documents.
 “After checkout we email guests a Digital Alchemy eSurvey with a TripAdvisor button that allows them to post their comments online,” said Ventrone. “Each property’s eSurvey guest satisfaction score is recorded and tracked. Our questions ask about the room, its temperature, internet speed, and property service. Each property has a guest satisfaction goal, and Digital Alchemy helps us rank each property’s satisfaction index. We compare results across properties to refine processes that continuously improve the guest experience.” Pomeroy also generates monthly reports that show how it performed as a company over previous months.
Pomeroy Lodging also connects with clients via targeted email campaigns. Andrea Ventrone said, “Digital Alchemy provides us with eCampaign services. We just opened our new branded Hotello by Pomeroy Vegreville and shared this announcement with the Pomeroy guest database that Digital Alchemy maintains. We send special announcements about holiday rate packages, pre-Christmas specials, and other offers.”
Digital Alchemy delivers instant revenue statistics that show Pomeroy its return on each email campaign. The system tracks, reservation by reservation, which campaigns resulted in new room bookings and amenity selection.
“All of our proprietary branded hotels use the MSI property management system. Digital Alchemy’s interface to MSI enables us to mine property guest-stay, preferences, total spend, and guest history comments,” Ventrone said. “The MSI–Digital Alchemy communication connects us with guests to get each stay right and be a channel for future marketing based on their preferences and history.”
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