Customer story - Hotel Chain - Advanced Analytics

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Getting the right offers to the right customers at the right time

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When a large global hotel chain wanted to tailor its marketing to individual customers, we helped build a system that provides the right offers to the right people at the right time.

For its largest public campaign of the year, this global hotel chain used advanced analytics to optimize the right offer for the right person at the right time—a win-win for both its customers, who got a personalized experience, and its hotels, which saw improved returns.

Blue connected dots
“This project was a great example of how we leverage Slalom's analytics expertise, along with our marketing and strategy knowledge, to deliver large returns for our clients and engaging experiences for their customers.”
Adam Hood, Solution Principal
Slalom Consulting
Blue connected dots

One size no longer fits all

Consumers are no longer satisfied with the one-size-fits-all approach. They want to have an experience that’s customized to their needs and interests. Similarly, promotions must be tailored to the customer’s demand and propensity to drive the final sale.

Our client embraces this consumer-centric model and partnered with us to provide each of its guests with tailored offers.

Hyper-personalized connection

Together we built the analytics framework and predictive data models for hyper-targeting individuals down to specific activity level based on their past travel patterns. Using this framework, the client can offer a personalized call-to-action and incentive to each guest.

We helped define and develop a system to manage points and miles distribution and the administrative roles to support the analytics platform. The system provides customers with the right offers based on their unique customer journey.

A customized engagement wins customers

Our client created a promotional campaign to motivate its loyalty members to make hotel bookings and reward them incrementally for their loyalty. With the analytics framework, the hotel chain:

  • determined a set of offers that can be tailored to each guest

  • matched the incentive amounts to the customer based on the value needed to motivate the customer to take action and incremental value those actions provided

  • improved returns on its campaign by driving, and rewarding, incremental activity

  • focused the marketing spend and rewards costs on customers with the greatest opportunity costs

  • increased engagement across its marketing channels

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