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Washington Duke Inn & Golf Club Increases Revenue, Guest Satisfaction with Cendyn's eConcierge

The transparency of room rates in virtually any city today makes it is easy for hotel guests to rate shop and change their mind after they book a reservation. The Washington Duke Inn & Golf Club is reversing this trend by using the Internet to build stronger relationships with their guests. The property implemented Cendyn’s eConcierge, a web-based system which enables guests to begin the process of planning their stay weeks or months before arrival as soon as they make their reservation.
The AAA Four-Diamond Washington Duke Inn & Golf Club, located on the campus of Duke University in Raleigh, NC, had a higher cancellation rate than it preferred before it implemented eConcierge. Today, the online Internet marketing system enables guests to create and maintain a personal preference profile and connect with the property by making dining reservations, scheduling golf tee times, and other property activities long before they check in. eConcierge responds to reserved guests with personalized confirmations and allows guests to pre-plan and book excursions to nearby attractions and recreational activities to make their stay more memorable. And guests respond with far fewer cancellations and additional revenue.
“We offer our reserved guests activity packages, room upgrades, and a host of other amenities and revenue generating services they can schedule online to enhance their stay,” says Lene Kiester, revenue/reservation manager. “The result is fewer cancelations because our guests value being informed about the details of their visit before they arrive. This strengthens their commitment to our property because they plan their activities in advance.”  To further strengthen the relationship, the property uses eConcierge to create itineraries and email them to guests so they can begin their activities as soon as they check in. “Guests have a more personal relationship with Washington Duke Inn & Golf Club, and those relationships result in higher revenue and greater guest satisfaction.”
A strategy to increase ‘stickiness’
eConcierge is a web-based solution that enables Washington Duke Inn & Golf Club to counter the habit of many travelers to quickly book a room online to ensure they will have a place to stay during their trip, then comparison-shop and revise their decision. “eConcierge increases the ‘stickiness’ of our online reservations and builds loyalty because our guests value our suggestions for services and activities that enhance their visit,” says Kiester.
eConcierge also tracks each guest’s activities and preferences for a more comprehensive CRM strategy. “The Cendyn data goes directly into our PMS’ guest profile so our staff knows what each guest requested in past visits,” says Kiester. “This helps increase our repeat business because we can assure guests we know their preferences and will honor them every time they visit us.  Repeat guests are treated like family at Washington Duke Inn & Golf Club, and the family is growing.” 
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