Hospitality Industry Technology Exposition & Conference
April 11–13, 2018
RAI Amsterdam Convention Centre
Hospitality Industry Technology Exposition & Conference
June 26-29, 2018
Hospitality Industry Technology Exposition & Conference
December 5–6, 2018
Cendyntm 7 March 2018
Berlin, Germany -- Sabre Corporation (NASDAQ: SABR), the leading technology provider to the global travel industry, today announced an enhanced technology agreement with Cendyn, the best-in-class customer relationship management (CRM) solutions provider. This arrangement expedites Sabre's rollout of new, intelligent guest profile and experience management capabilites through the SynXis Enterprise platform that will revolutionize insights and personalization opportunities for the hospitality industry."Our SynXis platform is emerging as a single source of truth for the hospitality industry, given the span of our products and Sabre's unique position within the marketplace," said Mike Rodger, vice president of product marketing for Sabre. "As our customers begin to focus on enhancing guest interactions and personalizing offers, an alliance with Cendyn allows us to leverage the power of SynXis to drive actionable insights in this space. We'll enable hotel staff to provide consistently remarkable service and generate new revenue opportunities based on guest attributes - including preferences, insights, stay history and shopping behavior."Sabre's collaboration with Cendyn provides SynXis customers with fully-integrated guest profile management, personalization, audience segmentation, multi-channel marketing automation and loyalty program management, paving the way for cutting-edge innovations later this year from Sabre in the guest experience space.According to Forrester, almost 62 percent of online adults have chosen, recommended or paid more for a brand that provides a personalized service or experience and 51 percent of travelers are open to sharing personal information in return for relevant offers.1"Sabre provides powerful tools for businesses across the travel industry, and we saw an opportunity to partner our technologies to enhance the entire hotel guest experience," said Tim Sullivan, chief sales and marketing officer at Cendyn. "This close collaboration between two industry-leading hospitality technology solutions in the personalization, hotel CRM, marketing automation and loyalty space will create huge opportunities for Sabre's customers to drive profitable revenue growth, guest satisfaction, and loyalty."
Cendyntm 28 February 2018
What does 2018 and beyond mean for your hotel? A hotelier's focus is, and always has been putting the guest first, but what does that mean for the industry right now and over the next few years? We talked to hotel leaders and experts in the industry within Asia-Pacific to see what their plans were and how they were hoping to achieve their goals. Created in collaboration with HSMAI Asia-Pacific, thank you to the following hoteliers and industry experts who shared their insights for this video series:Bryan Bailey, VP Revenue & Distribution for Minor HotelsMarcos Cadena, VP Digital, eCommerce & Distribution for Minor HotelsDr Detlev Remy, Associate Professor, Singapore Institute of TechnologyJai Govindani, CTO Red Planet HotelsJC Wong, Young Tourism Professional Ambassador, PATA
Cendyntm 14 December 2017
1. In your opinion, what are the top three trends that hoteliers should be aware of going into 2018?The evolving nature of the guest experience and keeping up with guests' needs and expectations is a huge focus for the hospitality industry. For a hotel, managing the customer relationship is one of the most critical elements of gaining and increasing loyalty, and yet can be the most difficult for hotels to master, as customers interact with them via a burgeoning number of contact points: email, mobile, social media, at the front desk and throughout the hotel property. Never before has technology played a more important role in improving what is ultimately the human experience of hospitality, both in terms of curating and providing it, but also in the way that customers express their gratitude for that experience in the form of loyalty. Secondly, understanding the capabilities of artificial intelligence (AI) and how that can focus and positively affect the interaction between the guest experience and the hotel. The focus for technology companies serving the hospitality industry is to enable hotels to communicate more effectively with their guests so that they are able to deliver the right message to the right person, at the right time and importantly through the right channel for that guest. With GDPR coming into effect in May 2018, never before has it been so important for hotels to ensure their communication with the guest is relevant and the data they store about a guest is compliant with these new regulations. Lastly, a key focus is personalization. Technology companies will need to work more closely together for the benefit of mutual customers to enable personalization between the hotel and their guests. Customer relationship management (CRM) is no longer just a tool for the sales and marketing departments, CRM is a tool that benefits the operations, revenue management, and distribution departments as well. Because of this, hotels are looking to integrate CRM with their other technology vendors as well, bringing the various data sources into one central place to create a single version of truth about that guest. This enables greater personalized communication between the hotel and the guest. For example, integrating a CRM to a revenue management system has enabled our customers to now offer personalized pricing based on the guests' profile including the recency, frequency and monetary value of that guest to the hotel.2. What is the biggest challenge the hospitality industry is facing? One of the biggest challenges, and opportunities, is how small our planet has become and ultimately how that has made travel easier and more accessible than ever before. This challenge opens up a wealth of opportunity but every culture and guests' needs are different. The industry needs to be mindful of this when managing travel and guest experiences on such a scale. Combine this need with the GDPR regulations coming into effect in 2018, it is imperative that hotels are working with CRM solution providers to ensure the guest profile data is accurate, communication is effective and profile data is managed in compliance with the new regulations.3. In the next 5 years, what role do you see Cendyn playing in the hospitality industry?CRM has become front of mind for hoteliers across the globe. Not just because of its ability to process data and provide a clear, digestible view of that data, but because it is the only way to process data from multiple technology platforms within a hotel and then provide a single version of truth for every guest. This has become imperative for hoteliers who want to provide a truly personalized experience, drive loyalty to their brand and stay competitive. In the next five years, this will become even more apparent as guests become savvier and demand more from their travel experiences. For hoteliers to stay ahead of the curve, we've seen that using data to pave the way in how hoteliers communicate with their guests has revolutionized how they can learn more about guests' interactions, drive direct bookings, maintain brand presence with their most valuable guests and stay competitive in their market. Our continued investment enables hoteliers to keep their guests at the forefront of what they do, and concentrate on providing exceptional, personalized customer service at all times. And as AI becomes more of the norm, hoteliers will need to embrace the ability to use machines/technology to aggregate information and learn from data to provide a seamless experience for every guest.
Cendyn is the World's Leading Data Driven Marketing Agency 2017 as voted by prestigious World Travel Awards
Cendyntm 11 December 2017
"It's an absolute honor to win this award" says Tim Sullivan, Chief Sales & Marketing Officer at Cendyn. "We see day-in-day-out how many of our customers are now embracing the ability to use their data to enhance their digital marketing efforts to get more guests through the door. Not only do they see more direct, higher yielding bookings but using our CRM integration, they are able to watch those guests become returning, loyal guests."Cendyn's unique Data-Driven Digital Marketing Suite enables hoteliers to learn about and target their most valuable guests more than ever before. By targeting the right guests, at the right time, with the right message, hoteliers are able to cut through the noise of the crowded hospitality industry with personalized multi-channel campaigns that showcase and drive awareness of your brand.Using data to pave the way in how hoteliers communicate with their guests has revolutionized how they can learn more about guests' interactions, drive direct bookings, maintain brand presence with their most valuable guests and stay competitive in their market. Cendyn's integrated Digital Marketing Suite and Hotel CRM Suite enables hoteliers to keep their guests at the forefront of what they do, and concentrate on providing exceptional, personalized customer service at all times.About CendynCendyn 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, Munich 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. About World Travel Awards World Travel Awards was established in 1993 to acknowledge, reward and celebrate excellence across all key sectors of the travel, tourism and hospitality industries. Today, the World Travel Awards brand is recognised globally as the ultimate hallmark of industry excellence.
Cendyntm 22 November 2017
At Cendyn, we help hotels apply this technology to the far corners of their organizations. With an AI foundation, hotel marketers can make better decisions, faster, even automatically, for the betterment of guests and the business.As such, here are five ways we're seeing AI transform hotel marketing: Data-driven marketing Data has shifted the foundation of the hotel industry. Managers can now segment guest profiles to infinite degrees, creating a comprehensive picture of who's staying at their properties. Managers can also track guest habits, interests, preferences and any unrecognized revenue opportunities or paths to stronger brand loyalty -- it's all in the data. Adaptive upsell offerings Understanding a guest's preferences and buying patterns is not unlike predicting a stock price. Artificial intelligence engines not only unlock the future with past data, but create feedback loops so those improvements always build on themselves.No more courting attention with shotgun-approach emails, ads and commercials. Marketers are shifting from a pattern of interruption to weaving offers and touchpoints into the guest's life on and off property. Constantly evolving segmentation Each step of the guest lifecycle contains finely-tuned datapoints; reason for travel, booking date, date of last stay, amenity preferences, activity preferences, dining habits, total spend, not to mention personal datapoints like email, address, birthdate, education, income, job title, primary language and marital status -- even listing them all feels overwhelming. But these pieces fit into one constantly changing puzzle that intelligence algorithms analyze with ease. Enhanced guest profilesGuest data must go far beyond email, age and address. Central data intelligence warehouses can weave disparate databases and create a "Single Version of Truth," which includes guest history, value, preferences, behavior, satisfaction, and intent.Hotel systems for property management (PMS), point of sale (POS), central reservations (CRS), call center, food & beverage, and spa all contain the data to improve guest experiences and build loyalty.Customization across the guest experience Take the confirmation email, a baseline practice for any hotel. Customization is key. "Thanks for your reservation, John. We look forward to seeing you." But with artificial intelligence engines understanding John's history, the next time he makes a reservation -- without human intervention -- that email can read, "Thanks for staying with us again, John. We reserved you a room facing the pool. Click here if you'd like to book a discounted massage at the spa," and contain images most relevant to John's lifestyle. Interested in learning how Cendyn's hospitality marketing solutions can help you succeed? Schedule a demo and free business consultation today.
Cendyntm 20 November 2017
Why is hospitality such a data rich industry? The hospitality industry caters to millions of people daily. It is a data rich field capturing massive volumes of information, all generated from different systems like bookings, POS, PMS and loyalty. It's now possible to add public social media data, online review data, and other sources of guest information like service requests and post-stay feedback to the mix.Where are hotels focusing development in response? Hotels are trying to flow all data from different systems into a centralized location for future analysis and usage. They then develop a system to use the data to create a comprehensive guest profile, which can be referenced to create a unique customer journey and guest experience. That's where Cendyn comes into the picture with our hotel CRM solution. With customer data all gathered in a central place, it makes it easier to see the big picture. Hotels can then make better informed decisions when it comes to marketing and customer service.What is the biggest challenge in working with data and hotel systems? Most hotels use disparate platforms for daily operations like POS, PMS, email marketing and analytics, online reputation management, and others. They are powerful, but do not connect and share data with one another on their own. This makes it difficult to aggregate the data to gain insights and act either on a single guest or the guest database.What are the benefits of centralizing hotel systems to best use guest data?In an increasingly competitive industry, personalized actions will make the difference between an ordinary stay and one that is truly exceptional. A centralized CRM will house all data streams interlinked and create a global guest profile, which can be used to create a unique customer journey and guest experience. At Cendyn, we like to call it a "single point of truth." Hotels need to get familiar with their guests to deliver personalized, high-touch experiences that today's customers expect. They need to think about the relevance of their communications and service to each guest to increase guest satisfaction and loyalty.How can hotels use data intelligence to drive loyalty and revenue? By keeping guest information in a global CRM profile, hotels can personalize the customer experience and always stay one step ahead. Keeping an eye on preferences and the way people use the hotel, such as early morning alarm calls, favorite beverages, and gym use, gives hotels the opportunity to adjust services accordingly. Knowing when the guests are likely to travel and offering them a special deal or an especially warm welcome breeds loyalty. Over time, as you build a relationship with each guest, your profiles will keep growing and expanding, offering a 360-degree view to enable a truly personalized guest experience that drives loyalty and revenue.How can hotels harness aggregated guest data analytics? Once hotels combine data collected from guests in CRM, they can use analytics to segment according to booking trends, behavior and other factors to reveal their likelihood to respond to promotions and emerging travel trends. It is important for hoteliers to understand guest preferences (locations, activities, and room types), purchase behavior (frequency, length of stay, time of year) and profit potential to increase brand loyalty. Focusing on the wrong guests reduces profitability across the enterprise. For example, if a hotel targeted guests who would likely take advantage of spa services, golf and restaurants, rather than guests who only generate room nights, they could significantly increase revenues and profitability.Considering the future of hotels, where do you see data driving development next? Technology in the hospitality industry is getting more sophisticated every year. What's next? Using machine learning to predict future trends for customer behavior and revenue patterns, as well as how to handle large volumes of data for more intelligent processing.
Cendyntm 12 October 2017
Cendyn, the leading CRM and sales platform in the hospitality industry, has been nominated for two World Travel Awards; World's Leading Hotel CRM Technology Provider 2017 and World's Leading Data Driven Marketing Agency 2017. "It's an absolute honor to be nominated for the fourth year in a row" says Charles Deyo, President & CEO of Cendyn. "We have seen such incredible continued growth from both product suites and have an exciting roadmap in place for 2018 and beyond. This combined with our loyal clients benefiting from both our CRM Suite and Digital Marketing Suite every day, is a testament to the hard work the Cendyn team put in to be nominated for such prestigious awards."Cendyn's CRM Suite provides a marketing automation and guest intelligence solution that can easily handle complex interfaces, drive loyalty and leverage real-time data to provide personalized one-to-one communications for every guest, no matter what channel they came through. Using sophisticated and learned guest intelligence, Cendyn's CRM reporting, and analytics can be utilized by every department in the hotel to keep track of ROI and revenue growth.Cendyn's unique Data-Driven Digital Marketing Suite enables hoteliers to learn about and target their most valuable guests more than ever before. By targeting the right guests, at the right time, with the right message, hoteliers are able to cut through the noise of the crowded hospitality industry with personalized multi-channel campaigns that showcase and drive awareness of your brand.Using data to pave the way in how hoteliers communicate with their guests has revolutionized how they can learn more about guests' interactions, drive direct bookings, maintain brand presence with their most valuable guests and stay competitive in their market. Cendyn's CRM and Digital Marketing Suite enables hoteliers to keep their guests at the forefront of what they do, and concentrate on providing exceptional, personalized customer service at all times.VOTE FOR US!About World Travel AwardsWorld Travel Awards was established in 1993 to acknowledge, reward and celebrate excellence across all key sectors of the travel, tourism and hospitality industries. Today, the World Travel Awards brand is recognised globally as the ultimate hallmark of industry excellence.
Cendyntm 30 August 2017
Hotels and their amenities are designed to provide guests with a truly unique experience, and your hospitality marketing should do the same. With the advancement of Hotel CRM and digital technology, it is now possible to create meaningful interactions throughout the entire guest journey, starting at pre-arrival and continuing post-stay through the loyalty loop. The key to success is simple: know your guest so you can anticipate their preferences and desires. Hotels who personalize their communications to plan, guide and nurture their guests' experiences are able to turn those guests into loyal brand supporters and advocates. With value and experience at the center of their campaigns, these hotels are able to break away from discount-driven marketing.When it comes to personalizing their communications and implementing one-to-one marketing, many hoteliers are not sure where to start. At first glance the process can seem intimidating, but with the right guidance and tools, you can implement one-to-one marketing with confidence and ease.Download the Report
Cendyntm 25 July 2017
Cendyn, the leading CRM and sales platform in the hospitality industry, has been selected as the partner of choice for Minor Hotels, a diverse spectrum of hotel chains and brands connected to the needs and desires of today's global travelers.Cendyn was selected by Minor Hotels to help drive loyalty and improve engagement with their guests to deliver the right communication, to the right guest, at the right time. Using unrivalled connectivity to third party vendors, reporting and analytics, Cendyn will provide all five brands in the Minor Hotels group with true intelligence of every guest, across all their hotels, no matter what channel they came through.Eric Cartwright, Director Loyalty & Partnerships, Minor Hotels, commented, "We are delighted to begin our relationship with Cendyn. As a CRM leader, Cendyn embodies what Minor Hotels feels to be a like-minded partner. While we grow beyond our current state, following our roadmap of expansion, we need to future-proof our customer platforms to allow us the ability to immediately recognize our valued, repeat guests as well as our first-time guests in a manner that augments our existing DISCOVERY loyalty program, by delivering insights on each individual so that we can drive loyalty through service delivery, analytics, and timely communication. As we expand, this platform will enable us to easily add functionality and service to our growing portfolio, without the need to rethink platforms."Cendyn will implement a guest intelligence solution utilizing data collected from multiple sources to provide a true, single profile of each guest. This visibility will enable every brand in the group to gain a clear understanding about the history and preferences of each guest in real time, regardless of how they booked."We are honored to be partnering with the prestigious Minor Hotels group. One thing that resonates with Minor Hotels is their drive to put the guest first in everything they do." said Charles Deyo, CEO & President of Cendyn. "Using Cendyn's fully integrated eInsight CRM solution will allow each of their five brands to harness their data to better understand their guests and improve how they engage and drive loyalty with them. Year on year, Cendyn's eInsight CRM customers continue to see increased brand loyalty from their guests which has led to significant return on investment for each of our clients. We look forward to seeing such growth with the Minor Hotels group."Using data to pave the way in how hoteliers communicate with their guests has revolutionized how they can learn more about their guests' interactions, drive direct bookings, maintain brand presence with their most valuable guests and stay competitive in their market. Cendyn's CRM and Loyalty Suite enables hoteliers to keep their guests at the forefront of what they do, and concentrate on providing exceptional, personalized customer service at all times.About Minor HotelsMinor Hotels is an international hotel owner, operator and investor currently with 154 hotels. As an international hotel group, we passionately explore new possibilities in hospitality with a diverse portfolio of properties designed intelligently to appeal to a variety of travellers, serving new passions as well as personal needs. Through our Anantara, AVANI, Elewana, Four Seasons, Marriott, Oaks, St. Regis and Tivoli properties, Minor Hotels operates in 24 countries across Asia Pacific, the Middle East, Africa, the Indian Ocean, Europe and South America. With dynamic plans to expand our existing brands and explore strategic acquisitions throughout opportunistic markets, Minor Hotels pursues a vision of a more passionate and interconnected world.
Cendyntm 20 July 2017
The CSA is a not-for-profit organization with a mission to promote the use of best practices for providing security assurance within Cloud Computing, and to provide education on the uses of Cloud Computing to help secure other forms of computing."We pride ourselves on our continued commitment to data and cloud computing security at Cendyn." said Charles Deyo, CEO & President of Cendyn. "Our clients range from some of the largest groups of hotels in the world, to some of the most bespoke independent, boutique properties, all with different needs for their data. While the data landscape and security needs are continuously changing for every one of our clients, our membership with the CSA is a testament to our dedication to them, no matter who or where they are in the world."Cendyn's membership in the Cloud Security Alliance assures hoteliers that all Cendyn products have the security and credibility required of more than 200 other businesses. This demonstrates their dedication to providing secure technology products through this membership."Cendyn is a cloud-based organization that puts security and data integrity at the heart of what they do," said Jim Reavis, co-founder and CEO of the CSA. "With their extensive experience delivering secure data across the globe, for all their clients, we welcome them and look forward to Cendyn sharing their wealth of insights on data security and deliverability with our membership." About Cloud Security AllianceThe Cloud Security Alliance (CSA) is the world's leading organization dedicated to defining and raising awareness of best practices to help ensure a secure cloud computing environment. CSA harnesses the subject matter expertise of industry practitioners, associations, governments, and its corporate and individual members to offer cloud security-specific research, education, certification, events and products. CSA's activities, knowledge and extensive network benefit the entire community impacted by cloud -- from providers and customers, to governments, entrepreneurs and the assurance industry -- and provide a forum through which diverse parties can work together to create and maintain a trusted cloud ecosystem. CSA operates the most popular cloud security provider certification program, the CSA Security, Trust & Assurance Registry (STAR), a three-tiered provider assurance program of self assessment, 3rd party audit and continuous monitoring. CSA launched the industry's first cloud security user certification in 2010, the Certificate of Cloud Security Knowledge (CCSK), the benchmark for professional competency in cloud computing security. CSA's comprehensive research program works in collaboration with industry, higher education and government on a global basis. CSA research prides itself on vendor neutrality, agility and integrity of results. CSA has a presence in every continent except Antarctica. With our own offices, partnerships, member organizations and chapters, there are always CSA experts near you. CSA holds dozens of high quality educational events around the world and online. Please check out our events page for more information.About CendynCendyn 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.
Cendyntm 17 July 2017
Managing the customer relationship is one of the most critical elements of gaining and increasing loyalty, and yet can be the most difficult for hospitality chains to master, as customers interact with chains via a burgeoning number of contact points; email, mobile, online, and of course, at the front desk. Never before has technology, and specifically software, played a more important role in improving what is ultimately the human experience of hospitality, both in terms of curating and providing it, but also in the way that customers express their gratitude for that experience in the form of loyalty.
Cendyntm 17 July 2017
Piers Hughes, Cendyn's Chief Information Officer shares his insights with us on how integrations with CRM and third party technology vendors lay the foundations to data insight for hoteliers and how they, in turn, can use CRM to evolve alongside the changing landscape of the hospitality industry. Data acquisitionThe way we use data has changed. As a CRM platform and data warehouse, we used to just focus efforts on getting enough information to send communications out to guests or even just to get enough details to fill out a guests' profile. We now need to focus our efforts on looking beyond that profile to see what the guest wants and needs are and use it to predict their behavior throughout the guest travel journey. Using data in this way has revolutionized how hoteliers can look to target their most valuable guests, look at how they can reduce costs, drive more direct bookings, maintain brand presence and stay competitive. How do they do all of this? Well, we've seen that the best way to achieve this is to pull data, from as many sources as you possibly can, configure it into a consistent format and relay that information and data into one single platform or dashboard to get a complete picture for the hotelier. From there, hoteliers are able to action that data in the ways that work for their guests. The evolution of technology in the hospitality industryBack in the day, everything in hotels used to be manual. From entering in a new booking, logging housekeeping activity to tracking room keys. It was a high cost, labor-intensive industry with no means to understand the difference between loyal guests and their preferences and those who visit once, never to return again. What we've seen in the industry however, is revolutionary. Technology advancements and changes in consumer travel behavior, whether it be for business or leisure, has shaped how hoteliers engage, manage bookings (direct or via other channels), measure and drive revenue and work together within the hotel. There are hotels leading the way in how they use technology and those at the other end of the spectrum, but what we do see day-in-day-out is in those hotels that have done so, have an improved ability to; send the right message to the right guest, through the right channels; gain a clear understanding about the history and preferences of each guest in real time regardless of how they booked; empower their guests to receive information and communicate in the ways that work for them; and deliver the best kind of service, whether it be human interaction or through the use of technology. I see the future of this industry evolving further on this basis with more open integrations between technology platforms and a higher flow of data between platforms. From this we'll see an increase in learned automation and intelligence that can deliver more of the right messages, at the right time through the right channel. Whatever those channels may be. Where does what you do fit into all of this?As the most connected customer relationship management (CRM) solution in the hospitality industry, Cendyn works hard to continue to innovate, evolve and partner with other leaders in the industry. We provide the solution to, what can feel like, a data avalanche by providing integrations to over 170 technology partners. These integrations all pull into our solution to provide a cohesive, clear way to view and take action on all that data. We like to think of our CRM as the glue that binds PMS data and third-party vendors together to push out consistent information for hotel brands to help retain and nurture guests. Each entity, or integration is unique, so every interface at the integration level is tailored specifically for that hotel, hotel group or brand. In order to be this specific, we have to continuously evolve to be in tune with emerging and fast-growing markets around the world. Data privacy laws vary in every region too, so we ensure we're aligned with every region and their laws to maintain the most secure data for every hotelier and their guests. It's a huge bonus for hoteliers as they have the freedom to pick and choose the vendors they want to work with but have the knowledge that their CRM will always be able to bring that information together into a single point of truth for every guest. It's now on the hotelier to demand the need for a CRM that will provide good quality, secure data that puts their guests first.
Cendyntm 27 June 2017
Cendyn, the most integrated CRM provider in the hospitality industry, is proud to announce the international debut of the company's flagship enhanced loyalty solution, eLoyalty. Created specifically for hotels, it gives loyalty members an easy-to-use portal to view status, redeem rewards and manage profiles, while providing staff with centralized management across the loyalty ecosystem.eLoyalty, which is fully-integrated with Cendyn's eInsight CRM, is one of the hospitality industry's only dedicated loyalty platforms on the market today. Offering flexible configuration, eLoyalty boasts off the shelf scalability and automation with the flexibility needed by hotels to build unique loyalty programs.HHM's Independent Portfolio of Hotels, with 12 boutique hotels in cities like New York and Key West, recently selected Cendyn eLoyalty alongside Cendyn CRM, email marketing and other Cendyn technology solutions."Cendyn e-Loyalty helps us better serve our guests and improve the guest experience," said Anthony Scotland, Senior Manager for Loyalty and Brand Marketing for HHM's Independent Portfolio of Hotels. "Cendyn gives us the ability to see data more clearly and better understand a guest's journey."eLoyalty gives hoteliers a 360-degree view of guests and the ability to nurture customer relationships with a natural cadence that drives repeat bookings and brand loyalty."A loyalty program is one of the most important weapons a hotel can deploy in competing against the OTAs for direct bookings," said Tim Sullivan, Cendyn Chief Sales and Marketing Officer. "eLoyalty is the most powerful loyalty platform available, backed by the innovative technology and services that hoteliers have come to love from Cendyn."About Cendyn 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. About Independent Collection HotelsThe IC is a growing collection of cultivated lifestyle hotels located in unique residential neighborhoods of gateway cities across the US. Founded in New York, first in Tribeca and then in Brooklyn, it has grown to Philadelphia's Midtown Village, Boston's West End and Cambridge, Washington's Capitol Hill and Dupont Circle, down to South Florida in Miami's South Beach and Key West, and west to Santa Barbara and Santa Monica across the last five years. This distinctive hotel concept is renowned for its simple sophistication, authentic connection to local communities and personalized service. Independent Collection hotels are created for the independently minded traveler and invite guests to experience the true spirit of the city. For more information on Independent Collection, please visit www.independentcollection.com.
Cendyntm 25 June 2017
Let's face it, the OTAs are not getting any smaller. Online travel agent (OTA) bookings have steadily increased at the expense of hotels, taking advantage of a thriving digital travel market to strengthen their position and impose conditions in exchange for increased exposure - including 15% -25% commissions. The resulting rise in distribution costs and the pressure on those rates are challenging hotel owners and managers to maintain profit levels. Understandably, hotels prefer direct bookings.
Cendyntm 25 June 2017
Toronto - June 26, 2017 - Cendyn, the most integrated CRM provider in the hospitality industry, is proud to announce the international debut of the company's flagship enhanced loyalty solution, eLoyalty. Created specifically for hotels, it gives loyalty members an easy-to-use portal to view status, redeem rewards and manage profiles, while providing staff with centralized management across the loyalty ecosystem.eLoyalty, which is fully-integrated with Cendyn's eInsight CRM, is one of the hospitality industry's only dedicated loyalty platforms on the market today. Offering flexible configuration, eLoyalty boasts off the shelf scalability and automation with the flexibility needed by hotels to build unique loyalty programs. HHM's Independent Portfolio of Hotels, with 12 boutique hotels in cities like New York and Key West, recently selected Cendyn eLoyalty alongside Cendyn CRM, email marketing and other Cendyn technology solutions. "Cendyn e-Loyalty helps us better serve our guests and improve the guest experience," said Anthony Scotland, Senior Manager for Loyalty and Brand Marketing for HHM's Independent Portfolio of Hotels. "Cendyn gives us the ability to see data more clearly and better understand a guest's journey."eLoyalty gives hoteliers a 360-degree view of guests and the ability to nurture customer relationships with a natural cadence that drives repeat bookings and brand loyalty. "A loyalty program is one of the most important weapons a hotel can deploy in competing against the OTAs for direct bookings," said Tim Sullivan, Cendyn Chief Sales and Marketing Officer. "eLoyalty is the most powerful loyalty platform available, backed by the innovative technology and services that hoteliers have come to love from Cendyn." About Cendyn 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.About Independent Collection HotelsThe IC is a growing collection of cultivated lifestyle hotels located in unique residential neighborhoods of gateway cities across the US. Founded in New York, first in Tribeca and then in Brooklyn, it has grown to Philadelphia's Midtown Village, Boston's West End and Cambridge, Washington's Capitol Hill and Dupont Circle, down to South Florida in Miami's South Beach and Key West, and west to Santa Barbara and Santa Monica across the last five years. This distinctive hotel concept is renowned for its simple sophistication, authentic connection to local communities and personalized service. Independent Collection hotels are created for the independently minded traveler and invite guests to experience the true spirit of the city. For more information on Independent Collection, please visit www.independentcollection.com.Media Contact: Casey Munckcmunck@cendyn.com
Cendyntm 28 April 2017
Cendyn's Chief Sales & Marketing Officer Tim Sullivan on the three essential components of true hotel CRM. Cendyn's CRM platform is designed specifically for hotels and resorts. Discover the three core components of true hotel CRM and how these features address the unique challenges and opportunities within the hospitality industry.
Cendyntm 7 April 2017
Cendyn, the hospitality software leader, is continuing to broaden its reach in the Asia Pacific region with Hotel ICON, the latest property in Hong Kong to select Cendyn as their CRM and loyalty partner.With its unique and upscale design concept, Hotel ICON prides itself on providing the ultimate experience for every guest. Using Cendyn as their CRM and loyalty provider, Hotel ICON will be able to consolidate their revenue and marketing strategies to complete the guest experience from booking to departure."We have been looking for a highly-advanced CRM which can help us integrate our customer retention and revenue management strategy," said Mr. Richard Hatter, General Manager of Hotel ICON. "We are so glad that Cendyn could provide us with a solution to do just that. Furthermore, Cendyn provides us with a platform that can enhance the guest experience prior to and during their stay with us."Cendyn's CRM will provide a guest intelligence solution that utilizes data collected from multiple sources to provide a true, single profile of each guest. Using that data, Hotel ICON will be able to communicate to each guest through the channels that work for them and learn more about each guest throughout their travel journey. It will drive guest retention over time and create more loyal, brand advocates from their customer base."Hotel ICON is a hotel that pushes the boundaries of innovation within the luxury hotel sector. Understanding and ensuring they meet every guest's needs is at the core of everything Hotel ICON stands for. Cendyn is proud to be Hotel ICON's chosen CRM & Loyalty technology partner," said John Seaton, Managing Director, International of Cendyn."The Cendyn Marketing Cloud provides a fully integrated platform which harnesses hotel data from across all its systems to create a single version of truth as it relates to their guests' profile data," Seaton said. "This in turn empowers the hotel and its staff to deliver the right message, to the right guest, at the right time and most importantly through the right channel. We are excited to bring the benefits of our unrivalled CRM and loyalty technology platform to Hotel ICON as we continue to grow aggressively throughout Asia Pacific and worldwide."Cendyn combines first and third party data sources to deliver dynamically generated, one-to-one marketing across all digital marketing channels: email, web, display, mobile, and social. This in turn allows Hotel ICON to have a better understanding of who their guests are, personalize the experience for every guest, increase guest satisfaction and loyalty and drive revenue.About Hotel ICONUnlike any other, Hotel ICON is an upscale Hong Kong hotel in the heart of Tsim Sha Tsui East. Standing as a testament to Hong Kong's creative energy and vibrant arts scene, Hotel ICON showcases work from the city's celebrated designers and the world's most acclaimed architects. Offering the ultimate in comfort and committed to service excellence, Hotel ICON's 262 stylish guestrooms comprise seductive extras, including complimentary wired and Wi-Fi internet connections, smartphone with unlimited mobile data and an ultra-slim 40" Ultra High Definition LED TV.Located on level 9, Hotel ICON's Angsana Spa is a tranquil oasis while the harbor-facing outdoor swimming pool and fitness center allow guests to exercise while enjoying views of Hong Kong Island's spectacular skyline.With a maximum capacity of 580 persons, Hotel ICON's grand Silverbox ballroom is the ideal venue for a celebration or theatre-style conference. Hotel ICON houses three restaurants: Above & Beyond, The Market and GREEN, providing guests with exceptional quality of the food and impeccable service. wallpaper* magazine included Hotel ICON in its 2011 list of the world's Best Business Hotels and DestinAsian included the hotel in its Luxe List 2011. The premier hotel has also won in 2 categories including the Top 25 Hotels in Asia in the 2017 TripAdvisor Traveler's Choice Awards.
Cendyntm 30 March 2017
Hoteliers have an amazing collection of raw data, which when stitched together, form a digital trail of all the interactions that occurred during the guest journey. Predictive analytics, a type of artificial intelligence (AI), uses that data to segment guests. This allows marketers to move past basic audience characteristics and discover more specific, and more relevant, audience attributes that are at the foundation for marketing engagement and personalized product offerings.Connecting personas to offersArmed with this data, hotels can create meaning and turn major audience segments into personas that connect lifestyles and life stages to the various guest experiences the hotel offers, both on and around the property. These include classifications like romantic getaways, family vacations, active lifestyle, sports, adventurous excursions, pampering and/or luxury.With real-time insights about guest history, value, preferences, behavior, satisfaction, and intent at their fingertips, marketers can then build meaningful interactions throughout the guest cycle.Lookalike modeling Predictive analytics can also expand your direct channel reach. With look-alike modeling, hoteliers can target prospects who look like their most valuable guests, and assist with making ultra-targeted programmatic ad buying decisions.Succeeding with predictive analyticsThe most common barrier to implementing predictive analytic marketing is that the data is siloed in disparate systems, including property management system (PMS), point of sale (POS), central reservation system (CRS), call center, food & beverage, spa, etc. and it doesn't get consolidated with the rest of the hotel's extensive online data (email, web analytics, guest satisfaction surveys, and social media platforms). To eliminate those silos, savvy hospitality marketers centralize their data in a CRM system that cleans, augments, and curates the data into a 360-degree view of the guest. This is also called the single version of truth.The right technology partner Building a predictive analytics marketing plan is a multi-step approach which gets more powerful and efficient with each new iteration. While this strategy taps into amazing advances in digital technology, it also goes back to the fundamentals of choosing core systems and technology partners you can trust that will turn your vision into reality. Experience is the differentiating factor and Cendyn has over 20 years in the business, turning data into action for over 30,000 hotels large and small.
Cendyntm 8 March 2017
Berlin, Germany -- The Cendyn Hospitality Cloud announced today its most recent integration partnership with Oracle as a Platinum Partner. The latest addition to the vast number of integrations and partners that Cendyn works with now make the Cendyn Hospitality Cloud the most integrated and connected in the industry.With over 175 integrations, spanning across property management systems, point-of-sale systems, spa software, food and beverage vendors, maintenance, security and many more, Cendyn has more readily available data connections than any other CRM SaaS vendor in the hospitality space. By working with hundreds of partners across industries, Cendyn also provides the most consolidated view of hospitality data available to hoteliers."We've built our integrations to be flexible, reliable, secure and configurable so we can adapt to fit every hotelier's needs. We did this to ensure our platform is in line with future trends and allows our clients to maintain the highest level of service to all their guests, no matter what channel they come through," said Charles Deyo, president & CEO of Cendyn. "Cendyn is the new standard in CRM. Whether you're an enterprise hospitality organization or an independent, boutique hotel, we've got the solution to help harness your data to drive profitable revenue growth."Becoming an Oracle Platinum Partner provides Cendyn's Opera PMS clients with unprecedented flexibility and reliability with their data, full Oracle support and provides recognition for Cendyn's specialization within the data integration field. Cendyn's eInsight CRM, combined with the recent acquisition of Guestfolio, now a product within the Cendyn Hospitality Cloud, the new standard in CRM, is accessible to all hoteliers and hospitality brands, worldwide.
Cendyntm 19 January 2017
Boca Raton, Fla. -- Hospitality software company Cendyn marked its 20th anniversary with the introduction of a new brand and repositioning of its comprehensive suite of products.Founded in 1996, the cloud-based software and services provider has spent the past 20 years providing innovative sales and marketing technology solutions for the hospitality industry."Our brand is not just a logo or positioning statement," said Tim Sullivan, Chief Sales and Marketing Officer. "It's not what we say, but rather what we do to make our customers believe in us. Every interaction provides us with an opportunity to improve the customer relationship, build trust and demonstrate our deep industry expertise."As part of the launch, the company repositioned its products under the Cendyn Hospitality Cloud. To speak clearly and directly to the distinct buyers for the company's various services, it has realigned its products into three core solution sets within the Cendyn Hospitality Cloud: the Marketing Cloud, the Sales Cloud, and the Events Cloud. This new structure creates a clear framework for targeted customer engagement, while also allowing Cendyn to rapidly scale the business."This is a new chapter in Cendyn's story," Sullivan said. "It celebrates our evolution from a start-up to a mature company without losing sight of who we are and the achievements we've made developing innovative hospitality technology for over two decades."
Cendyntm 30 November 2016
Cendyn, the leader in cloud-based software and services for driving sales and marketing performance in the travel and hospitality industry, announced today that it has acquired Guestfolio Communications ("Guestfolio"), a leading CRM marketing platform for boutique hotels.With Cendyn's acquisition of Guestfolio, the company will offer an unprecedented ability for hoteliers to tailor their guest experience and digital marketing solutions to meet competitive marketplace demands and drive profitable revenue growth. Guestfolio's focus on guest engagement and marketing automation for independent boutique hotels combined with Cendyn's data-driven enterprise hotel CRM solution will create the most comprehensive and scalable CRM product suite in the industry."We are thrilled to welcome Duane and the talented Guestfolio team to the Cendyn family," said Cendyn CEO, Charles Deyo, "Both Cendyn and Guestfolio are experts in leveraging data to engage guests throughout their travel journey, and this acquisition will allow hoteliers of all sizes the ability to scale a CRM solution that drives loyalty, guest engagement, and profitable revenue growth"Duane Hepditch, CEO of Guestfolio, will join the Cendyn executive team as the Senior Vice President of Product Marketing, and the remainder of the Guestfolio team will serve as the West Coast hub for Cendyn, with offices in Whistler, British Columbia."Cendyn provides the global experience and service infrastructure we need to satisfy the incredible demand in the hospitality industry and our growing customer base," said CEO of Guestfolio Duane Hepditch. "Bringing our teams together will allow us to accelerate our product development and truly define the future of travel technology."About Guestfolio Guestfolio is the hotel marketing platform for boutique hotels that drives guest engagement, retention and conversion throughout the travel journey. With the guest profile at the heart of what Guestfolio does, independent hoteliers have the opportunity to personalize the travel experience for their guests, gain insights on their guests and use tools that build lasting brand loyalty and encourage increased conversions from OTAs to direct bookings. Guestfolio also provides a unique marketing resource and community for hospitality professionals around the world.
Cendyntm 26 October 2016
Cendyn/ONE and Cendyn/Events. While Cendyn/ONE creates a fully integrated CRM and digital marketing platform based in guest data through the entire guest lifecycle, Cendyn/Events provides a complete meetings and events planning, sourcing, execution, and measurement platform.Happ joins Cendyn with more than 25 years of accounting and finance experience in both the private sector and public accounting. He spent the first 14 years of his career at Ernst & Young in Assurance and Advisory Business Services. Previously the CFO of two publicly-traded healthcare services and technology companies, most recently Happ served as CFO of a private equity-backed software company where he led its successful sale.Happ holds a bachelor's degree in Economics from Cornell University and a master's in accounting from Northeastern University. He also is a Certified Public Accountant.Michael Bennett comes to Cendyn as senior vice president of global marketing and business development after spending almost 10 years as a marketing executive for hospitality management and development companies, most recently at White Lodging. Prior to his time in hospitality marketing, Bennett spent 10 years working on the agency side of the business as owner and chief creative officer of Madhaus Studio, a digital agency in the Chicago suburbs.In 2011, Bennett was recognized as a "Top 25 Extraordinary Minds in Sales & Marketing" by the Hospitality Sales & Marketing Association International. He has a degree in design from the American Academy of Art.Kidd is a 14-year veteran of product management for SaaS-based "interconnected intelligence" solutions. His expertise lies in aligning product management and development teams and building highly effective software requirement processes for global software companies. He has an MBA in International Business from the University of Miami, and is both a Certified Scrum Master and Certified Product Owner.
Cendyn to Provide Cain Meetings & Incentives (CMI) the MetronXpress Event Management & Registration Platform
Cendyntm 17 October 2016
- Cendyn is pleased to announce that Cain Meetings & Incentives (CMI) will be adopting the MetronXpresstm application. A strategic leader in creating customized corporate meetings and incentive travel, CMI turned to Cendyn to enhance their events technology while strengthening operational intelligence. CMI's customers span numerous industries and are located across the globe, entailing unique requirements that demand the highest attention to detail.To meet these specific demands, Cendyn is helping CMI implement MetronXpress, a Cendyn/EVENTS application which offers the powerful strategic meetings management components needed to effectively plan, source, manage and measure the event lifecycle, as well as achieve compliance and track spending. Through the operational intelligence that MetronXpress provides, CMI will be able to streamline their internal processes, allowing them to focus more attention on delivering unmatched meeting and incentive travel experiences.MetronXpress features an intuitive dashboard where planners can create events, source venues through a media rich global directory, and manage event delivery. The application also generates real time operational intelligence and KPIs with in-depth reporting, turning data into insights that measure the attendee experience and the return on event objectives."We are very excited to help CMI elevate and refine the technology they currently employ with the addition of MetronXpress. This platform will provide real time access to data and improve CMI's ability to track spend, meet compliance regulations and manage the multitude of tasks associated with running successful corporate meetings and incentive travel," said Cendyn Enterprise Business Officer Robin Deyo."We are impressed with the modular functionality of MetronXpress which will facilitate its seamless integration into our current events technology strategy," said Michael Cain, President of Cain Travel Group . "We also know that its more robust real time reporting capabilities will help us continue to deliver exceptional customized events tailored to the specific business requirements and needs of our clients, regardless of the industry they represent," he continued.About CMI A division of Cain Travel Group, CMI specializes in customizing corporate meetings & incentive travel programs for a wide range of industries. Our services range from simple sourcing & site selection to full logistical planning, all executed with unsurpassed attention to detail and uncompromising customer care by our vibrant team of passionate professionals
Cendyntm 21 June 2016
Cendyn(r) is proud to announce the worldwide release of the Cendyn Hospitality Marketing Cloudtm(CHMC), an integrated technology platform with the most complete set of solutions available in the industry. Designed specifically for travel and hospitality, the CHMC drives sales and marketing performance to generate profitable revenue growth through two main solution sets: Cendyn/ONEtm and Cendyn/EVENTStm. Cendyn/ONE drives transient leisure direct bookings and personalized guest engagement through integrated Hotel CRM and Data-Driven Digital Marketing technology. The solution centralizes data from multiple sources, including Property Management Systems (PMS), Point of Sale (POS), Central Reservation Systems (CRS), Call Center, ancillary systems, Guest Satisfaction Surveys (GSS), Social Media, Loyalty and more, into a single view of guest data that enables marketing automation across all digital media channels, and guest engagement throughout the entire guest lifecycle. The entire process is measured and optimized via a powerful analytics and reporting solution with real-time insights to maximize ROI. Cendyn/EVENTS (formerly Cendyn Arcaneo) offers Event Management and Hotel Sales technology that increases group business and streamlines the event sourcing, planning and execution process. These collaborative solutions connect hotels and resorts with planners, while venue management technology enables clients to automate and measure meetings and events. The Hotel Sales Suite provides a wide range of software modules for growing group business, including the award-winning eProposal, eMenus, getplanning, getregistered, eLeads and RFP Toolkit. "We are thrilled to announce the Cendyn Hospitality Marketing Cloud at HITEC today," said Charles Deyo, Cendyn President and CEO, "It represents the culmination of over two decades of experience focused on developing the most complete suite of innovative applications for driving bottom line results." Charles continued, "Now we are delivering these applications to our customers via a secure, integrated cloud platform built for scale and speed."
Cendyntm 3 June 2016
Data is changing the foundation of hospitality marketing. With personalized content, hoteliers can now engage and nurture their guests like never before. As a result, they have a new way to increase satisfaction and cultivate loyalty to generate profitable revenue growth. In that respect, Marketing departments are realizing that using their own data to compile audiences has become one of their biggest assets. Audience segmentation is the key process that not only makes their data actionable but enables personalization. It allows marketers to change their approach from a pattern of interruption (e.g. TV or radio commercials) to a more efficient engagement strategy that focuses on quality instead of quantity. Below are the steps you need to take to segment your audience and enable true one-to-one marketing.Centralize your Data to Build a Robust Guest Profile Hoteliers have a wealth of data in their systems, including Property Management System (PMS), Point of Sale (POS), Central Reservation System (CRS), Call Center, Food & Beverage, Spa, etc.) that they can integrate with online data (Email, Web Analytics, Guest Satisfaction Survey (GSS), and Social Media Platforms) to build the foundation of a robust guest profile. By augmenting their first party data with third party data, they can then access a complete view of their guests that covers an array of useful dimensions:Guest historyValueStatusBehaviorPreferenceInterestIntentEngagementImplementing Audience Segmentation - Step 1: Know Your AudiencesNow that you've consolidated all of your data into a single view, it's time to cluster guests into relevant marketing segments that you can use to build, automate and personalize your campaigns. There is a wide range of clustering techniques that you can use to segment your audience, most of which are easy to implement. Many people think that clustering techniques require an advance knowledge of statistics or a database, but this is not the case. A simple tool like Cendyn/ONE's Audience Builder, makes guest segmentation relevant and accessible to hoteliers.We recommend to start your basic segmentation process with the RFM technique, which looks at frequency, recency and monetary value as a way to differentiate your guests. This allows you to organize your profiles in a way that enables you to answer the following important questions:Who stays with you the most often?When do they stay?Have they visited lately?How much do they spend?How much have they spent over time?Who are your high-yield guests?Who are your lapsed guests?In addition to the RFM technique, you will want to personalize communications based on specific distribution channels:Direct bookers:Call CenterWebsiteOTA bookersTravel agency reservationsWe also highly recommend segmenting your guests based on where they stand in the guest cycle:Pre-Stay Guests with a ReservationOn Property GuestsPost-StayStep 2: Keep Exploring Your Audience Segments Once you have the basic segmentations in place, there is no limit to what you can do to further slice and dice your data and create personalized communications. For example, you can always add dimensions to differentiate your audiences based on age, gender, income, the device they use to book their reservation, or interest (golf, spa, food, culture). The idea is to leverage your hotel CRM to move past the basic audience characteristics and discover more specific attributes. Performing exploratory segmentations is easier when you keep in mind what type of organizational needs your marketing needs to support:Transactional:need period campaigns,room upgrades,remarketing to third-party distribution channel guests,prospecting for new guests.Operational:personalized check-ins,reservation confirmation and cancellations,guest service issues.Revenue management:rate categories with different terms and conditions,fencing,a change in hotel occupancy or REVPAR.The end game is gaining the ability to summarize your major marketing segments into personas that connect lifestyles and life stages to the various guest experiences you offer, both on and around the property. For example:romantic getaway,family vacation,active lifestyle/sports/adventurous excursionspampering,Step 3: Mine your Big Data, Segment with Clustering TechniquesBy and large, we find that a simple, business focused approach to clustering is very effective in serving the specific functional and business needs of hotels or resorts. However, for larger hotels with a complex offering of products, it might be worth exploring more advanced clustering techniques - especially if their guests are demographically diverse and cover a greater range of lifestyles. Those techniques rely on algorithms, and each one of them has its own strengths and weaknesses. They are particularly sensitive to statistical assumptions, for example, some will require your data sample to be normally distributed in order to produce meaningful results.When segmenting data, it is important to first perform a discriminant analysis to reduce the number of factors involved and determine which variables should be included in your cluster analysis. While there are a variety of clustering techniques available, the most commonly used is K means and decision trees. K means provides interesting insights into the persona behind your marketing segments by looking at the difference in means among groups.Overall, and before anything else, the most important concern to keep in mind when personalizing content is manageability. The more audience segments you have, the more assets marketing must deliver to launch a new campaign. However, having numerous marketing segments should not hinder the ability to quickly deploy new campaigns.Furthermore, exploring and mining your data on a frequent basis is a great source of inspiration for personalizing content and finding new opportunities for guest engagement. It is also a good way to stay in touch with how fast guest behavior can change, as we are currently seeing with the rapid adoption of mobile as a booking device.So at the end of the day, how do you know if your segmentation works? If you are measuring campaign performance, you should be able to see an increase in ROI, email open rates and click-through rates, and 'likes' after implementing a relevant audience segmentation.
Cendyntm 23 May 2016
Cendyn, the leader in software solutions for driving sales and marketing performance in the travel and hospitality industry, announced today it has received a growth equity investment from Accel-KKR, a leading technology-focused private equity firm. As a result of the new partnership, Cendyn will accelerate its investments in its existing product portfolio, new product innovation, and market expansion driving more value for its current and future customers. Terms of the investment were not disclosed.Founded in 1996, Cendyn develops cloud-based software used by tens-of-thousands of hotels and resorts around the world. Cendyn offers two core product lines. Cendyn/ONE combines CRM with Data-Driven Digital Marketing in a single, fully integrated platform. This innovative solution delivers a centralized view of guest data that enables highly targeted communications across all digital media channels and throughout the entire guest lifecycle. Cendyn Arcaneo, provides an integrated platform for meeting planners, suppliers, and enterprises to plan, source, manage, and measure end-to-end meetings and events execution."For more than 20 years, Cendyn has found success by leveraging our deep travel and hospitality domain expertise to develop market leading products that meet the needs of our clients," said Charles Deyo, CEO of Cendyn. "We are excited to be partnering with Accel-KKR. This partnership positions us to capitalize on the growth opportunities in the market and to accelerate our product innovation.""Cendyn has all the characteristics that Accel-KKR looks for in an investment: an industry-leading technology platform, a superior service delivery platform, proven market leadership demonstrated by a world-class client base and a talented management team," said Rob Palumbo, Managing Director at Accel-KKR.