Cendyn/ONE™ Digital Marketing Campaign for Hotel del Coronado Results in $3.3 Million Revenue Increase in Flat Market
Cendyn/ONE’s Cloud-Based Software and Services Platform Delivers Profitable Marketing Outcome, Strong Increases Year-Over-Year Across All Key Performance Indicators
In the first half of 2013, San Diego was at the bottom of the top 25 U.S. markets for hotel performance. Occupancy was flat and the average daily rate increased only 2.1 percent from 2012. Several new resort competitors opened, adding more than 800 hotels rooms to the already challenging market.
To increase occupancy and revenue, as well as educate consumers about Hotel Del Coronado’s storied history, Cendyn/ONE leveraged its powerful integrated marketing platform to implement advanced digital marketing, cloud-based CRM and interactive design initiatives. The approach included data-driven display, paid search, social and video marketing tailored to the hotel’s target audience of affluent in-market travelers.
The digital marketing campaign, constructed around the Hotel Del Coronado’s 125th anniversary, resulted in over 3,300 bookings and more than 9,100 room nights from January through June 2013. The campaign generated $3.5 million in revenue at a 19 times return on investment. As a result of the campaign, Hotel Del Coronado experienced a 34 percent year-over-year growth in revenue in soft market conditions, and a 46 percent year-over-year increase in room nights generated despite the flat market occupancy rates.
The campaign delivered over 29.5 million targeted impressions and generated over 123,000 direct interactions. Over 17,000 consumers watched videos about the hotel’s history, and there were over 47,000 visits to the hotel’s history microsite created for the campaign.
“We were thrilled to partner with the talented Hotel Del marketing team on this comprehensive digital marketing campaign,” said Tim Sullivan, president of Cendyn/ONE. “By combining the wealth of data intelligence within our CRM platform with market and on-property insights, we were able to drive a result that significantly outperformed the competition in very challenging market conditions, and at a high rate of return on their investment.”
Going to HITEC 2014 in Los Angeles, CA June 23–26? Visit booth 1135 to meet with Cendyn/ONE's team to learn how we can increase your revenue with ONE cloud-based software and services platform.
Phone: +1-561-419- 2262
Cendyn is a cloud-based software and services provider that develops integrated technology platforms for driving sales and marketing performance in the travel and hospitality industry. The Cendyn Hospitality Cloud offers the most complete set of innovative software and services in the industry, covering hotel marketing, guest engagement, group sales, and event management. With offices in Boca Raton, Atlanta, Boston, San Diego, Toronto, Whistler, London and Singapore, Cendyn proudly serves more than 30,000 clients in 143 countries with enterprise spend levels in excess of $1 billion. For more information on Cendyn, visit www.cendyn.com.