HENDERSONVILLE, TN – ZDirect, Inc. has partnered with Boomerang Hotels to build an electronic Customer Relationship Management (eCRM) platform for both the GuestHouse International and Settle Inn brands and its nearly 100 locations. This initiative allows hotels to dramatically improve customer information by communicating with guests based on online profiles in order to enhance the customer experience, gain loyalty and increase revenue.

Leveraging its product offering, ZMail® and RezQueue®, ZDirect enables both corporate marketers to streamline their entire electronic marketing efforts and send highly targeted and relevant messaging to customers via email and mobile communication. This technology will drive new revenue, boost customer loyalty, and expand Boomerang Hotels customer base by converting inquiries into guests. According to Boomerang Hotels President and CEO Brendan Watters, "the ZDirect eCRM platform will generate thousands of new dollars for both GuestHouse and Settle Inn franchise partners. ZDirect's technology initiative is just the beginning of a major effort to build relationships with our guests and build a model that will be the envy of other service chains."

Boomerang's new eCRM program also provides automated solutions and interfaces with both the central reservation and customer satisfaction systems. The initiative features the following:

  • Centralized Data warehouse, automated segmentation, list hygiene and customer preferences.
  • Access by each individual property to access a subset of the overall database and communicate with their guest, all under a corporate approval and branding program,
  • Best of breed, "intelligent" automated electronic communications including reservation confirmations, pre-arrival information and thank you letters with guest surveys. Each communication will be highly personalized
  • Electronic newsletters, target marketing and promotional programs at every level corporate and property specific.
  • Property specific electronic communication templates
  • Reward program facilitation and development
  • Advanced electronic marketing techniques such as dynamic content and behavioral profiling
  • Mobile CRM.
ZDirect's Chief Strategy Officer, Bob Fill outlines, "We are extremely excited about cultivating our relationship with Boomerang Hotels as they are a perfect fit and will experience immediate results. Literally within days of our implementation their return on investment will be evident. We intend to work closely with not only the corporate partners to implement their electronic marketing plans but to provide tools that each franchise partners at each hotel can utilize that translates into instant revenue on the property level. It is also our goal to empower both brands with the latest in CRM technology and drive new reservations to more profitable booking channels."

About Boomerang Hotels:

Boomerang Hotels is a brand with a simple approach to lodging that focuses on delivering the most important services and amenities to guests at a reasonable rate. Comprised of Settle Inn & Suites® and GuestHouse International®, Boomerang Hotels is based in Hendersonville, Tenn. Boomerang Hotels® brands focus on what guests really want: clean, comfortable accommodations, friendly helpful staff, time-saving amenities, and consistently great rates.

To learn more about Boomerang Hotels, please contact Dennis Cummings, CHA at 615-264-8046 or [email protected].

About ZDirect

Based in Hallandale Beach, Florida, ZDirect, an Enterprise Email Service Provider (ESP) for the Hospitality Industry, is a leading provider of electronic customer relationship management solutions for the hospitality industry. The maintenance of a single guest profile is essential for an effective eCRM strategy. With the Dynamic Content Engine and PMS integration, ZMail® automatically sends intelligent and personalized confirmations, pre-arrival emails and post-departure emails with guest satisfaction surveys via email, mobile communication, SMS, social networks and more. Learn about the real people behind every reservation. Let ZDirect help you convert your prospects to customers and your customers to loyal customers. Real People. Real Profiles. Real Results. www.zdirect.com