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Cendyn/ONE™
Earns Six Awards
in
HSMAI’s Annual Adrian Awards Competition
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HSMAI to present
Cendyn/ONE with three Silver and three Bronze Awards
for excellence
in digital marketing and interactive design in New York
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Boca Raton, FL
– February 2015 / Newsmaker Alert / Cendyn/ONE™,
the leader in cloud-based CRM, data-driven digital marketing and interactive
design for the hospitality and travel industry, has earned six awards in
the 2014 Adrian
Awards competition. Presented by the Hospitality Sales & Marketing
Association International (HSMAI), recognizing outstanding work in digital
marketing for the hotel and lodging industry, the Adrian Award competition
is the largest and most prestigious annual travel marketing competition
worldwide. This year’s competition attracted more than 1,200 entries from
around the globe, which were judged by top executives and marketing experts
from the hospitality sector.
Cendyn/ONE provides hotels
and resorts with a fully integrated cloud-based software and services platform
that turns data into insight, into action, to drive an immediate and measurable
impact via a proprietary process called Data Intelligence™. At the annual
HSMAI Adrian Awards Gala, to be held on February 23rd in New York City,
Cendyn/ONE will be presented with three Silver and three Bronze Awards
for excellence in digital marketing and interactive design for global hotel
clientele, including:
Silver Awards:
Ames Boston Hotel – Display
Advertising Campaign
In order to boost the Ames
Boston Hotel’s competitive edge in a saturated luxury market and attract
more affluent guests willing to pay a higher daily rate, Cendyn/ONE reinvented
the Ames Boston Hotel brand identity. Initial research analyzed the online
consumer profiles of the top Ames Boston guests within Cendyn/ONE’s CRM
database configured for the hotel. This allowed Cendyn/ONE to identify
high indexing behavioral and lifestyle segments that were common among
this group, but less common among general luxury travelers. Some of the
highest indexing segments were Technology Enthusiasts, Apple Aficionados,
Art & Culture Enthusiasts and Trend Setters, which created a profile
for the hotel’s best guest. Cendyn/ONE was then able to build look-a-like
audiences that mirrored these best guests, and tailor creative in such
a way that would resonate with the look-alike target market accordingly.
As a result, the campaigns generated a 33% higher average daily rate then
organic bookings.
OPAL Collection – Display
Advertising Campaign
Cendyn/ONE created the OPAL
Collection identity from the ground up, executing vibrant display campaigns
for both the brand website and the individual property websites to further
educate consumers about OPAL Collection and drive revenue and bookings
for the individual properties. After identifying both the overall brand
audience and the individual property audience segments we used advanced
data modeling by layering first party data (from hotel PMS) and third party
data (cookie data) segments to determine their online habits and what communications
methods were effective in engaging them. The campaign resulted in revenue
exceeding $3.5 million and a Return on Advertising Spend (ROAS) of 15:1.
Noble House – Display
Advertising Campaign
Noble House engaged Cendyn/ONE’s
digital advertising team to create a rich media display advertising campaign
for three of their hotels with the goal of driving bookings and increasing
revenue, while at the same time increasing Noble House’s brand awareness.
By analyzing data from consumers who interacted with the advertising and
entered the booking funnel, Cendyn/ONE gained valuable insights into Noble
House’s guest profile that enabled them to identify and target consumers
with similar behavior profiles and dramatically increase the targeted reach
of the campaign. All campaign objectives were met and resulted in a 13:1
ROAS.
Bronze Awards:
Ames Boston Hotel – Hotel
Website
Cendyn/ONE redesigned the
Ames Boston Hotel website to position the property as a trendy and eclectic
downtown destination, using a design that seamlessly blends the hotel’s
historic character with its sophisticated modern interior. Since the redesign
launch, 35% more consumers entered the booking engine, boosting e-commerce
revenue generated from the site by 83%. Additionally, there has been a
54% increase in the mobile site’s e-commerce conversion rate, resulting
in a 104% YOY increase in revenue.
Gateway Canyons – Social
Influence Campaign
In order to grow Gateway
Canyons Resort’s internal database, Cendyn/ONE hosted a contest targeted
at affluent consumers. By design, the contest captured valuable travel
insights from these discerning travelers and incentivized them to share
the contest with their friends and family. The campaign added 53,621 entrants
to the Gateway database; 702 new Facebook “Likes” representing a 10%-plus
overall fan-base increase and 12,216 shares were witnessed, resulting in
an additional 75,455 consumers entering the microsite. In addition, the
campaign generated international reach and engagement from Japan and Germany
and other countries.
Rosewood London – Display
Advertising Campaign
Cendyn/ONE developed completely
new brand standards for Rosewood’s digital marketing and display advertising
campaigns. The campaign combined first party CRM data with third party
data to target consumers that had similar profiles to Rosewood London’s
best guests. This tactic significantly increased conversion rates and resulted
in a 23:1 ROAS.
“It is an honor to once again
be presented with multiple Adrian Awards from HSMAI, an organization dedicated
to recognizing excellence in digital
marketing and interactive design said Cendyn/ONE president, Tim Sullivan.
“By leveraging data to infuse our clients’ websites, digital marketing
and social media campaigns with a mix of advanced targeting and personalized
design and messaging we are able to increase their conversion rates and
maximize the ROI of their marketing initiatives.”
Following the Annual Awards
Gala, all winning entries will be accessible online in the Adrian Awards
Winners Gallery at www.AdrianAwards.com.
For more information about Cendyn/ONE’s solutions, please call 855-795-4832
or visit www.CendynONE.com.
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About Cendyn/ONE™
As part of the Cendyn®
portfolio with Cendyn Arcaneo™,
the event industry’s most dynamic technology platform; Cendyn/ONE provides
hotels and resorts with a fully integrated cloud-based software and services
platform that turns data into insight, into action, to drive an immediate
and measurable impact via a process called Data Intelligence™.
Cendyn/ONE’s cloud-based
platform delivers an integrated view of guest history, value, behavior,
desire, intent and engagement, which is leveraged to drive higher marketing
ROI while increasing overall guest satisfaction and loyalty. Our team of
experts in data integration, analysis and optimization seamlessly combine
first and third party data sources to deliver dynamically generated, one-to-one
marketing and advertising across all digital channels: Email, Web, Display,
Mobile, Video, Social and Search. For more information, visit Cendyn/ONE
or call 855-795-4832.
About HSMAI
The Hospitality Sales and
Marketing Association International (HSMAI) is committed to growing business
for hotels and their partners, and is the industry’s leading advocate for
intelligent, sustainable hotel revenue growth. The association provides
hotel professionals & their partners with tools, insights, and expertise
to fuel sales, inspire marketing, and optimize revenue through programs
such as HSMAI’s MEET, Adrian
Awards, and Revenue
Optimization Conference. HSMAI is an individual membership organization
comprising more than 7,000 members worldwide, with 40 chapters in the Americas
Region. Connect with HSMAI at www.hsmai.org,
www.facebook.com/hsmai,
www.twitter.com/hsmai
and www.youtube.com/hsmai1.
Contact:
Dee
Surico
Marketing Manager
561-419-2417
Cendyn
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