Hastings Hotels, the largest independent hotel group in Northern Ireland, has partnered with Digital Alchemy on its hotel email marketing system. The Hastings family founded the chain and now operates six luxurious properties across the province. Guests can choose from deluxe accommodations that include a historic palace and a seaside Victorian hotel adjacent to one of the top 10 golf courses in the world.
"Digital Alchemy interfaces directly with our Visual One property management system (PMS)," said Hannah Corbett, Hastings head of digital marketing for hotels. “This enables Digital Alchemy to mine our guest history database for relevant information, such as seasonal stay and amenity preferences. The system creates personalized hotel email marketing lists that show guests we pay attention to their needs."
Hastings uses Digital Alchemy solutions for all email correspondence. Digital Alchemy provides the email templates, and Hastings’ marketing staff customizes the look and content for each campaign and communication. "We call it the 'customer journey.’” Corbett said.
Digital Alchemy completes:
- Automatic reservation confirmation generated immediately after a website booking.
- Automatic welcome message generated 10 days before a stay that includes amenity marketing based on customer preference.
- A VIP concierge system that allows Hastings Hotels staff to communicate with guests during their stay to fine-tune services and inform customers about value-added amenities and local activities.
Automatic thank-you note generated after each stay.
Guests automatically become Hastings eClub members when Digital Alchemy captures their email from the hotel website. Digital Alchemy also exports guest contact information from numerous online travel agencies so Hastings can conduct direct reservation marketing.