Brand
Sheila Johnson is the founder of this company. Salamander Collection Forbes Triple Five Star Salamander MiddleburgThe Virginia countryside is home to a property with a strong equestrian theme. Salamander Washington DCThe elegant Hotel is located on the vibrant Southwest waterfront of the capital. Half Moon, the legendary resort in Montego Bay Jamaica Aspen Meadows ResortIt is located in the west end of Aspen, CO, and covers 40 acres. Hotel BennettLocated in Charleston’s historic Marion Square is the spectacular Grand Hotel. Innisbrook Resort in the St. Petersburg/Clearwater area, which hosts the PGA TOUR’s Valspar Championship each year on its famed Copperhead Course.
The challenge
The Salamander Collection had plenty of guest data — but it was siloed in different software solutions with different functions across their portfolio. Teams couldn’t use their data without a centralized database and easily accessible reporting to improve guest experience, drive revenues, or analyze the effectiveness their marketing efforts. They were looking for a solution that would streamline their operations, increase revenue, improve reporting and boost guest satisfaction at all touchpoints.
Reservation teams in particular needed a platform that would help them with agent training and improve productivity. They also wanted to track their success. Alexandra Jonker is the Director of Reservations for Salamander Middleburg. She explains: “We needed to find a way to record calls and track them to improve training quality. We also wanted to be able to report on revenue generated in the reservations department.”
Marketing also needed to find a way to create customized email campaigns. Liz Longo Martin summarized the challenge of Salamander Collection succinctly. It felt like you had to have a degree in MIT before you could build a list, or send an email using our old email solution. It was old and cumbersome.”
The team’s previous CRM was difficult to use and had a steep learning process. It also lacked key features, such as robust segmentation tools and accurate revenue reporting.
The Solution
Salamander Collection is already in use Revinate Guest Feedback And were happy with service, solution, or innovation. The brand Revinate was a good fit for them from an usability and data perspective. They added Reservation Sales You can also find out more about the following: Revinate Marketing The hotel industry is excited about the prospect of a single-view of guest data that can be used on phones as well as for marketing campaigns. With the help from RezForceRezForce agents were able to take overflow and late-night reservations.
Reservation Sales is a huge success for the Reservations team. Agents have never been more productive, thanks to features that allow them to follow up on abandoned reservations, call previous visitors and initiate outbound calls. The solution allows the team to easily access the profiles of guests while on the phone, personalizing their conversation or adding notes that can be useful for other teams on property.
Lexi Rumley says that she is the Reservations Manager at Innisbrook Resort and Golf Club. “Reservation sales allows us to easily track our agents’ success and set goals. “Training can then be tailored to the results.”
Liz explains, “Having one guest profile is very powerful.” The Reservations Team uses it to personalize their calls. This is the fuel that drives all of our guest engagement. All systems are connected, so our data is always up-to-date, clean and usable.This data is valuable for both the Reservations and Marketing teams.
Revinate Marketing can be used to increase guest engagement via email marketing by the corporate office, as well as individual properties. Annie Heffernan, Corporate Marketing Specialist at Annie Heffernan, uses the solution to create lifecycle campaigns and send corporate emails. The creation of templates that are on brand is easy, and every email created reflects both the personality of the property as well as the corporate brand.
Revinate Marketing’s segmentation capabilities power personalized email campaigns. As an example, the Family/Spring Break (featured on right) campaign was created for past guests exclusively and cross-promoted properties. It had a 39 percent open rate. The email drove 969 nights of room revenue and 570K dollars in direct revenue.
Revinate Marketing’s automation features allow Salamander Collection scale their marketing efforts. The “We Miss You!” campaigns sent to guests who have not visited in a while are very effective. This campaign has so far generated over $100K, with an open rate of 63% and a click-through rate of 4%. An automated qualification email for Half Moon Resort’s E Club has generated $225K direct room revenue. It had a 75% opening rate and a 21% click through rate.
Revinate is a full-service solution for enterprise that delivers real results. Liz Longo MartinVice President of Marketing at Salamander Collection
The results
Revinate Marketing is the marketing platform that the team has been waiting for. Liz’s real-time reports, which are easy to read and understand, help her to share email performance data to foster a culture of continuous improvement.
With Reservation Sales, reservations has seen a month-over-month increase in revenue. There’s friendly competition between agents who can now access reporting easily. Lexi explains, “We are a competitive group and we love monthly competitions where the team competes to book the highest outbound revenue. The Reservation Sales software allows agents to compare their outbound bookings and to discuss what other agents are doing to improve.
Performance highlights include:
- Email channel generates $45M in lifetime room revenue
- Average room revenue: $34K per campaign
- Growth in outbound revenue: 270% increase from March to April 2020
About Revinate
Revinate is the leading direct booking system in the hospitality sector, driving direct revenue to hotels and increasing profitability.
Our people and products combine to give hoteliers superpowers to achieve their goals. Revinate helps hoteliers to shift market share away from OTAs, and achieve tangible results for an individual property or a whole portfolio. Our AI-powered, industry-leading customer data platform collects and unifies data, giving hoteliers a competitive advantage.
Hoteliers gain critical intelligence — guest lifetime spend, stay preferences, ancillary revenue, and more. With Revinate’s Rich Guest Profiles™ data, hoteliers don’t need to guess who their most profitable guests are or struggle to drive conversions across email, voice, messaging, and digital channels.
Revinate’s direct-booking platform and omnichannel communications technology power 950+ millions Rich Guest Profiles in 12,500+ Hotels to generate over $17.2 billion direct revenue.
