Data analytics and eCRM strategy
achieves impressive incremental revenue
while reducing operational overheads
challenge
Keen to maximize regular visitor loyalty, the Rezidor Hotel Group asked ICLP and
Vivid Lime to design and present a business case for a pan-European points-
based programme.
The programme had to deliver genuine revenue benefit for the Rezidor Hotel
Group, by attracting customers to the scheme itself and then encouraging them to
stay more often and to spend more at the 300 hotels across EMEA, which include
Park Plaza Hotels & Resorts and Radisson Edwardian hotels.
results
A highly successful loyalty initiative – generating loyalty, increased revenue and
reduced costs.
Our role involved building a customer analytics database to drive all eCRM digital
communications. The overall programme quickly delivered real business benefit for
the Rezidor Hotel Group and continues to outperform business forecasts.
The tracked KPIs from the business model include:
An increase in room nights across the board – with 47% of members having 1+
stays and 17% with 2+ nights.
An impressive points redemption rate of 3.1%.
A reduction in costs thanks to 70% web enrolment.
Average member email open rates of 25% and click through rates of up to 17%.

deliverables
- eCRM communications strategy
- Data analysis, pen portraits segmentation and predictive modelling
- Creative development for the goldpoints plus programme
- Targeted acquisition strategy, delivery and fulfilment in six languages across EMEA
work
Working closely with the Rezidor Hotel Group brand, we created a distinct
goldpoints plus look, feel and tone of voice. And we deliver that through online
and offline acquisition, fulfilment and ongoing member communications.
These include in-hotel acquisition activity, member welcome packs, regular
member emails and special redemption packs and emails.
The programme won Best Member Communications: Frequent Guest Pro-
gramme, EMEA at the 2007 Freddie Awards.
“A lot of what we do today couldn’t have been done without them.”
John Kennedy, Vice President of CRM and Marketing for the Rezidor Hotel Group.