eInsight, the centerpiece of Cendyn's CRM Suite, is a data warehouse and business intelligence system that contains a robust marketing communications system for distributing highly-targeted and personalized messaging via any digital marketing channel: email, SMS, social media, search, mobile and display.

Sincelaunching eInsight,Cendyn has continuously updated the complete customer profile intelligence system to offer the most up-to-date functionality, driving higher conversion levels and increased revenues for hotels.

With "Do Not Track" initiatives on the rise, more than ever, hotels need the tools and methodologies to fully leverage their first party CRM data to drive repeat visits, guest loyalty and new customer acquisition.

"Hotels that don't have a sophisticated CRM strategy, including integration with data management and media platforms, are already behind the curve," said Cendyn Vice President of Digital Marketing + Advertising Tim Sullivan. "With the proliferation of browser-based Do Not Track initiatives, tactics such as basic website retargeting will become increasingly ineffective and should be replaced by CRM audience targeting with advanced guest data analytics and look-alike modeling."

In the past year (and in the coming months) Cendyn has launched several innovative eInsight integrations to improve hotels' CRM strategies. These include Dynamic Content, loyalty program and Facebook integration.

Dynamic Content integration (launching late July 2012)gives hotels ultimate flexibility in creating customized email campaigns based on business rules, customer preferences, profile attributions and more.

  • Within one email campaign, hotels can have an offer and even an image change within the creative execution to reflect the individual potential guest's number of past stays, in which room type he/she last stayed and number of days since last stay.
  • The Dynamic Content integration expands the number of fields that can be brought into individual emails to further personalize the message. Now, all profile fields, including first and last name, email address and reservation details, can be brought together in both marketing and confirmation emails.

Loyalty program integration helps hotels drive repeat business and customer advocacy by meeting their needs for managing loyalty communications, providing benefits to guests and allowing them to redeem awards. Cendyn's eInsight loyalty module, which among others, is used by one of the largest hotel chains in the world, and, one of the most prestigious hotel collections in the world, features:

  • The ability to send triggered campaigns with messages about account activations, upcoming milestones and special offers.
  • Privately labeled member portals which appear as an extension of the hotel's brand, and are completely customizable to meet hotels' needs.
  • Guest preferences are collected online and passed to the property management system, allowing hotels to deliver truly personalized service.
  • Loyalty program members can manage their upcoming stays, view tracking of past stays, earn credits toward free nights and upgrades, and redeem benefits they've earned.

Facebook integration helps build and accelerate the relationship between hotels and guests, leading to higher customer satisfaction and loyalty.

  • Hotels have the power to create targeted marketing communicationssuch as email and SMS based on guests' publicly displayed interests and preferences information on Facebook. This helps hotels filter their criteria to ensure they send marketing communication that speaks directly to each potential guest.
  • Hotels can customize the pre-arrival and on-property experience with information they have accessed from the guest's publicly displayed Facebook profile, including gender, hometown, university, company, title, likes and favorites. Hotel staff can even know what the guest looks like, and greet them by name upon arrival.

Expanding eInsight's abilities to even further benefit hotels, Cendyn is preparing an integration with social media networks LinkedIn and Klout (similar to the Facebook integration).

"Our goal at Cendyn is to continue to place the most cutting-edge functionality into our products to cater to hotels' needs," said Cendyn Co-Founder and President Charles Deyo. "Since we created eInsight, we have consistently enhanced it with emerging technologies and will continue to do so."

Examples of other eInsight enhancements since its inception include:

  • Enhanced options for utilizing advanced deliverability reporting and performance optimizations
  • New share to social media function, SMS text marketing, eSurvey integration, ability to add adhoc survey to Facebook page, upgraded infrastructure, enhanced profile section, enhance a/b testing, improved stay to date criteria filters, improved campaign search functionality, enhanced eGallery, revamped advanced deliverability reporting, ability to create mobile-friendly link, editor enhancements, link tagging, custom unsubscribe link and view email with images link functionality, inbox tracking and improved campaign alerts
  • Enhanced welcome screen and reporting, cloning function, enhanced From Name capabilities, early identification of spam issues, enhanced seed list functionality, new calendar functionality and 12 new financial/operational reports
  • Email certification, basic validation deliverability reporting, eUpgrade and exclude guests with future reservations function

Visit Cendyn at HITEC 2012 – Booth 413 in Baltimore, MD June 25 - 28,

and learn how Cendyn can drive bottom-line results with increased revenue
using their award-winning online solutions and strategies.

About Cendyn

Cendyn is a global hospitality cloud-based technology company that enables hotels to drive revenue, maximize profitability, and create deeper connections with guests through its integrated solutions. Serving hoteliers for nearly 30 years, Cendyn drives commercial success for hotels through its Find, Book, Grow promise: find the right guests; drive them to book direct, and grow loyalty and revenue across the spectrum of digital guest interactions.

Cendyn has over 32,000 customers worldwide in more than 150 countries. The company supports its growing customer base from locations across the globe, including the United States, France, the United Kingdom, Singapore, Bangkok, and India. To find out more, visit cendyn.com

Ashley Mynchenberg
Marketing Specialist
561.314.1283