Kor Announces Alliance with Clairvoyix
Where guests spend, when they spend, what they purchase and how often
LOS ANGELES, CA, September 11, 2006. In an effort to get to know its guests better, luxury hotel operator Kor Hotel Group announces a strategic partnership with Las Vegas-based Clairvoyix to employ software that enables Kor to build highly targeted traditional and electronic-marketing campaigns. Using Clairvoyix Guest Intelligence and the Clairvoyix Knowledge Factory, Kor will receive a wealth of unlimited guest data (including guest preferences, spending behaviors, lifestyle and geographic information) that is imported from a hotel's property-management system and appended from leading data providers.
Kor Hotel Group represents a collection of distinctive boutique hotels offering innovative style, unique design and advanced service in the world's most sought-after destinations - Beverly Hills, Los Angeles, Palm Springs, Santa Monica, West Hollywood, San Francisco, Miami, Washington D.C., Anguilla in the British West Indies and Riviera Maya near Playa del Carmen, Mexico. Clairvoyix is the hospitality industry's leading provider of fully integrated or standalone database management and warehousing solutions that facilitate marketing automation.
"Clairvoyix allows us to effectively target and identify our best guests, including where they spend, when they spend, what they purchase and how often," said Tom Santora, senior vice-president of sales and marketing for Kor Hotel Group. "Through this strategic partnership, we can now personalize our marketing campaigns based on our customers' preferences. Clairvoyix will provide us with a closer focus on our guests, and complement Kor's consistent high level of attention to quality and service."
The marketing automation tools provided by Clairvoyix will give Kor a more laser-focused approach to e-mail marketing and direct mail, which will allow our growing company to highlight specific customers or groups of customers that have the highest revenue and loyalty potential, he said.
"For an independent hotel company such as Kor, these tools typically aren't readily available or affordable," Santora said. "Only a few upcoming companies have the resources to implement such an elaborate database marketing program. Clairvoyix, however, is an affordable, easy-to-use and intuitive solution that will allow us to use our limited marketing dollars wisely. This gives us a significant competitive advantage over other hotel groups."
Mike Schmitt, Clairvoyix president, said that the Clairvoyix Knowledge Factory is the foundation of any guest or prospect marketing initiative. It processes guest data from a variety of sources and from multiple properties to ensure the most accurate marketing database possible. Guest data is cleansed, de-duped, gender coded and first-name standardized. It is further enhanced with appended demographic, geographic and lifestyle data. Single hotels or hotel chains can easily consolidate all guest data into one marketing database. It also supports opt-out requests at the guest level to comply with privacy laws. The Clairvoyix Guest Intelligence analytical reporting engine brings near real-time reporting to the user's Web browser. The dashboard displays key marketing metrics, such as top-producing states, first-time vs. repeat guests, and revenue per stay for the current month, last month or one year ago. Other reports include feeder market analysis and guest demographic profiles.
"Database marketing has become a critical, proven aspect of any hotel's marketing effort," Schmitt said. "Now, when Kor properties send out promotional materials-whether it's through direct mail or e-mail-the information will be laser accurate and match demographic and psychographic behaviors. That means Kor hotels can send out spa promotions to people who actually enjoy going to the spa and group promotions to companies that actually hold off-site meetings and events. Clairvoyix Guest Intelligence can even identify the spending patterns of accompanying spouses and can up-sell various lifestyle and entertainment specials to those individuals. We are excited to be partnering with an industry leading organization like Kor who recognizes our ability to assist them target their discerning audience."
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