Bluestone National Park Resort enhances guest communications, boosts revenues

Bluestone National Park Resort and its Blue Lagoon Water Park and Adventure Center has continual communication with guests during the guest lifecycle  via ZDirect's ZMail electronic communication platform, forms center surveys and social media campaigns, combined with Hotel Marketing Automation practices. Since Bluestone National Park Resort began working with ZDirect in 2012, the company has seen a 38.66 percent  increase in revenues generated solely from new reservations. The resort says this is a byproduct of highly targeted and personalized eMail Marketing, social media/website marketing, eSurveys and Drip Marketing campaigns. The resort has seen a 20 percent gain in new emails captured.

"Bluestone National Park Resort has been open for seven years, and during that time we've experimented with numerous campaigns to raise brand awareness," said Yvonne Buckingham, head of marketing. "The automated system we now have in place has proven to be simple and effective. Previously, this was a manual process that was tedious and time consuming. We needed a solution that would keep up with our continual growth, generate revenues and automatically produce reports on the revenue generated and the effectiveness of each campaign.  We wanted a tool that brought everything into one system, and which worked seamlessly with our Micros Opera property-management system."

Bluestone National Park Resort sends email campaigns daily via ZMail. Whether the resort is sending an email targeting four people or the entire database in a given day, the system enables Bluestone to segment and target each guest based on relevant data.

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Bluestone National Park Resort relies on ZDirect's integration with its Opera PMS to aide with check in and to deliver the right messaging to the right people at the right time. ZMail pulls data from pre-registration fields in Opera to get to know each guest better and personalize future email campaigns with a more targeted approach. In this way, families traveling with children will receive information on relevant activities to heighten engagement, secure bookings and boost revenues rather than sending generic content to all guests with offers that are not relevant and that they may ignore. In addition, the website features a "Manage Your Booking" tool that provides a direct link to each guests' pre-scheduled itinerary. Pre-arrival emails direct guests to the Manage Your Booking link, and some of the guests' purchasing and preference information is then stored in Opera and shared with ZMail.

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