Cendyn/ONE reports that it has generated $3.3 million in revenue for its client Hotel del Coronado in San Diego from January through June 2013 with an integrated, data-driven digital marketing campaign.
Part of the Cendyn portfolio, Cendyn/ONE provides a cloud-based software and services platform, allowing marketers to capture, store and analyze a hotel or brand's unique data to make it actionable. This creates new ways to drive a more profitable marketing outcome and increase overall guest satisfaction and loyalty. The platform provides a single integrated view of guest history, value, behavior, desire, intent and engagement, culminating in dynamically generated, one-to-one marketing across all digital channels.
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 resort competitors were entering the market, adding more than 800 hotels rooms to the already challenging climate. To increase occupancy and revenue, as well as educate consumers about Hotel del Coronado's storied history, Cendyn/ONE leveraged its digital marketing, cloud-based CRM and interactive design and development. 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 more than 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 revenue growth in soft market conditions, and a 46 percent year-over-year increase in room nights generated despite flat market occupancy rates.
The campaign delivered more than 29.5 million targeted impressions and generated more than 123,000 direct interactions. More than 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.