Nickelodeon Suites grows with targeted digital marketing

Marketing is serious business at the Nickelodeon Suites Resort — the Nick Hotel. Its digital marketing for hotels ensures its whimsical style of family fun stays on guests' radar between visits. Email and social media outreach to its prime demographic produces millions of dollars in additional revenue and phenomenal repeat business.
 
The Nick Hotel was once a Holiday Inn Resort. In 2005 the property converted to a family-themed independent. Nick Hotel is affiliated with Nickelodeon, the #1 children's cable channel. The property chose Digital Alchemy for advanced CRM and targeted digital marketing. Digital Alchemy also provides secure, cloud-based data collection and warehousing to track, deliver, and retrieve guest information for effective marketing.
 
"Digital Alchemy's e-Relationship tool interfaces directly with our PMS and Nick Hotel Club database," said Tony Aslanian, Nickelodeon Suites Resort’s director of sales, marketing and revenue strategy. “Digital Alchemy mines guest data for stay-date preferences, favorite activities and other information to create customized email messages with very high open and response rates.” The system also sends personalized automatic-response confirmations, pre-stay messages, thank you notes, and guest satisfaction surveys.
 
Seventy-five percent of Nick Hotel’s marketing budget is digital. Its primary marketing partner is Digital Alchemy. The hotel staff meets monthly to analyze marketing campaigns and assess results. “We've seen the $20,000-$30,000 in revenue from typical campaigns jump to $100,000-$150,000 with Digital Alchemy’s best practices,” Alsanian said.
 
Prior to Digital Alchemy, Nickelodeon Suites Resorts was e-blasting to its entire database twice a month. But open rates dropped, opt-outs climbed, and ROI sagged. Digital Alchemy recommended that Aslanian’s team segment campaigns based on location, past stay dates, and which guests opened property emails.
 
The Nick Hotel also created messages that established a conversation with recipients with an appropriate call to action. Open rates for Nick Hotel's newsletter jumped from 9.6 percent to 30.5 percent for segmented campaigns in 2015 and ROI also climbed 300 percent for some campaigns during this time period.
 
The Nick Hotel leverages social media for its current marketing success. Early Facebook testing "looks extremely promising," Aslanian said. "Digital Alchemy integrated Facebook messaging with our email campaigns. We have more than 125,000 Facebook fans, a very high level of response to our messages, and a relatively low cost per 1,000. We have more than 20 times the industry standard shares for this type of campaign.”

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