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Resort Enhances Guest Communications & Boosts Revenue via eCRM

Bluestone National Park Resort enjoys a 94% year-round occupancy from its mix of nearly 300 lodges, cottages and studio apartments, attributes its tremendous success to its eCRM initiative and unwavering commitment to customer service. Continual communication with guests during the guest lifecycle (before, during and after their stay) via ZDirect's ZMail Electronic Communication Platform, Forms Center Surveys and Social Media campaigns, combined with Hotel Marketing Automation practices has resulted in exceptional customer satisfaction and an impressive return on investment based on total email list size in the two years the resort has been a ZDirect customer.
Since Bluestone National Park Resort began working with ZDirect in 2012, the company has seen a 38.66% increase in revenues generated solely from new reservations; a byproduct of highly targeted and personalized eMail Marketing, social media/website marketing, eSurveys and Drip Marketing campaigns. Since partnering with hospitality's leading provider of above property marketing solutions, the resort has seen a 20% gain in new emails captured.
Bluestone National Park Resort sends email campaigns daily via ZMail. Whether they are sending an email targeting four people or their entire database in a given day, the system enables Bluestone to segment and target each guest based on relevant data.
Through a direct two way interface with Opera, ZMail completely takes over the pre-arrival function. Starting six months ahead of arrival, guests begin receiving pre-arrival information about restaurants, spa and activities for both adults, children and families. If adults are traveling with children, they will receive information about the Blue Lagoon Waterpark and Adventure Center, whereas couples will receive messages containing details about spa packages, restaurant specials and adult activities.
Bluestone National Park Resort relies heavily on ZDirect's integration with its Opera PMS to aide with check in and to deliver the right messaging to the right people at the right time. ZMail pulls data from pre-registration fields in Opera to get to know each guest better and personalize future email campaigns with a more targeted approach. In this way, families traveling with children will receive information on relevant activities to heighten engagement, secure bookings and boost revenues rather than sending generic content to all guests with offers that are not relevant and that they may ignore. In addition, the website features a "Manage Your Booking" tool that provides a direct link to each guests' pre-scheduled itinerary. Pre-arrival emails direct guests to the Manage Your Booking link, and some of the guests' purchasing and preference information is then stored in Opera and shared with ZMail.
One of the best ways to collect data about a guest's stay is to give them the opportunity to recall and retell their experiences in their own words. Bluestone National Park Resort leverages ZDirect's Forms Center to create surveys on the fly. Not only is the guests opinion taken after check out but periodically, equipped with iPads, staff poll guests in the Waterpark, for example about their experiences and satisfaction. The same queries are posted on the resort's website and on Facebook to generate feedback.
Bluestone National Park Resort also uses ZDirect to initiate Drip Marketing campaigns as a post-booking satisfaction tool. Various automated emails are sent based on actions taken or actions not taken in previous emails. Thirty minutes after a booking confirmation is sent, the resort will send another email asking if the booking process was satisfactory. This Hotel Marketing Automation tool from ZDirect keeps travelers interested and always ensures communication with the resort.
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