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Watermark Hotel Group Sees Uptick in Guest Satisfaction with Automated Marketing

When the Australian division of Watermark Hotel Group needed to replace its outdated and labor-intensive eMarketing software, they turned to hotel marketing automation specialist ZDirect. Today, the ZMail® electronic communication platform is installed at the Watermark Hotel & Spa Gold Coast, and soon it will roll out to the Watermark Hotel Brisbane, making "the most refreshing hotel experience" even more fulfilling for guests and far more valuable for marketing staff.
ZDirect, hospitality’s Email Service Provider, has been servicing more than 2,000 hotels and resorts on six continents with eMarketing and eCRM solutions since 2002. ZMail® delivers dynamic, real-time profiles of hotel guests and streamlines and centralizes each property's eMarketing initiative by tracking guest behaviors and preferences. This not only helps to fill unsold rooms by keeping customers engaged and wanting to receive emails and SMS/text messages, but it enables marketers to identify the best possible candidates for increasing occupancy, revenues, and loyalty.
In order to remain competitive today, hotels need much more than a monthly eNewsletter. ZMail not only has an established interface to the PMS, but it enables hotels to send eNewsletters to different market codes and to send automated pre- and post-stay surveys.
Watermark Hotel & Spa Gold Coast is generating significant revenue; its leisure e-newsletter alone generates approximately $7,000 in revenue per month. The PMS interface delivers access to much-needed information, including who our guests are, how long they have stayed with the hotel, where they come from, why they chose the property, and what services or amenities they like or don’t like. The hotel can then draw from this information easily, and confidently incorporate it into its marketing strategy. The post-stay survey program also is proving to be invaluable. On the flip side, pre-stay emails are allowing the Watermark Hotel & Spa Gold Coast to provide guests with more information about the hotel before they arrive, encouraging them to consider and spend more on hotel facilities.
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