Project Phoenix aims to increase member bookings for Sterling Holiday Resorts. Key insights from member surveys and studies include: 1) Members are unaware of new resort developments due to impersonal communication. Relationship managers will personally engage members. 2) Availability issues exist as members feel non-members get preferential treatment. A "Only For You" program will communicate benefits and change booking patterns. 3) Packaged trips could increase if food prices and fees are clarified and partnerships offer complete trips. Member engagement strategies like city events, privileges, and transferring memberships aim to boost unique member holidays.

1. P RO J E C T P H O E N I X
G e t t i n g m o r e m e m b e r s t o
h o l i d a y w i t h u s …

2. Objectives
 Increasing the room nights from member booking
 Increase number of UMH (Unique Member Holidays)
 Increase frequency of member holidays
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3. Process Flow
 First business brainstorming session conducted with cross functional
team to arrive at project flow: Meeting 1 output
 UHM Data studied
 Dial dipstick conducted with 2 segments of members (25 calls each):
 Core marrow group - members who have been holidaying
regularly for the last 5 years
 Intermittent Holiday Group- members who have holidayed once
in last 5 years but haven’t come back to us
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Dipstick questionnaire Sample audio call

4. Process Flow
 Inputs taken from non-holidaying members study (2015)
Ormax Study
Non-holidaying members telephonic study
 All insights garnered converted into implications and actionables and
agreed on in second business brainstorming session
Meeting 2 output
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5. 5 March 2019 5
Process Flow
Actionables
to impact
business
Management
Reco
Key
Insights

6. Key Insights
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Impersonal
Communication
 Customers are not aware of the new &
upgraded resorts as they have not
received communication / don’t read
mails (consider it impersonal)
 10.75% of the members site unaware
of current developments
 60% of non-holidaying members reside
reside in 5 cities
Engage through whatsapp (broadcast),
video messages
Closed member group on FB for building
social profile of members
Challenge
Backlash by unsatisfied member
Member outreach program through city
event(pilot event)
Challenge
•Backlash by unsatisfied member
•Cost estimates
20 Relationship managers for 30,000
members
Industry practice- ICICI
Recommendati
ons

7. Key Insights
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Availability issue
 Members have a perception that non
members are given preference
because of OTA rates
 Key reason for not holidaying is the
availability at different resorts
 12.4% of the members site room
availability issue
Only For You PROGRAM
•Attempt to change the holiday pattern
• Proactive Communication/Creatives
to the members through relationship
Managers
Way Ahead
•Find out the VO Members-Allotted
week holiday data
•Resort-wise Seasonality occupancy pattern
Highlight the member benefits
Discounts on restaurant food, Spa
Member perks & privileges program
Speedy check-ins, welcome drink, up-gradation
of room in off season,
Recommendati
ons

8. Key Insights
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Membership
Transfer
•Most of the old customers are
aging and gifting their RNs to their
children
• > 5% of the members might be
impacted
Membership Transfer at Free/Reduced
cost; approx VTS/PTS members – 40,000
Better Profiling will lead to high usage and
revenue
Recommendati
ons

9. Key Insights
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Communication to be enhanced
Existing members getting new membership
mail
Prospect Database to be updated
Member Engagement workflow to be updated
Creative to be developed explaining
ASF (use as and when query comes up)
Recommendati
ons
PackagedTrip
ASF and Utility charges not understood by
customer
ASF Charges
Tie-ups with Airlines/Zoomcar to offer
complete package
Food price are perceived to be exorbitant
Breakfast+ Lunch/Dinner combo- Rs 599
Psychological pricing
Highlight member benefits
Growing preference for packaged trips
among customers
Our food prices are perceived to be
exorbitant by customers

10. Key Insights
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No show
• No show percentage has increased from 1%
to 8% in last 3 years
• VTS members are the main contributors
• Corporate booking(ICICI) also contribute
Utility charges need to be paid by the
member while booking the resort
Guest phone no. for all corporate
bookings in the CV
Reconfirmation call/sms to be done but
there is no tracking mechanism
Recommendati
ons

11.  Customer Engagement data required on…
 Seasonal occupancy trends for members
 Members holidaying in the allotted week
 Further research ??
 Research Brief
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Next Steps

12. THANKYOU

13. City Event for members…
BRAND
REINVIGORATION
MEET
2016
Brand Refresh
VO Leads
HSD Promotion
New resorts
communication
Unique
Member
Holidays
Member details
update
Referrals
Product
communication

14. City Event for members…
Target is to
make 4000
members
holiday with
Sterling
Generate
6000*3= 18000
VO Leads
HSD coupons
2*6000= 12000
coupons to
promote our
HSD
New Brand
communication
to the members
Cost effective and High Impact
No. of members in 5 cities – 6000
Cost estimates
•Food Cost: 6000*600: Rs. 36 Lacs
•Promotion cost : Rs. 10 Lacs
•Total Cost: Rs. 46 Lacs
Back

15. Relationship Manager Best Practices
Whole idea is to give a personal touch
to the customer(make him feel
privileged) through pro-active
communication
•Target Members- 30,000
•No. of Relationship Manager- 20
•Each RM to handle- 1500 members
• Avg no. of calls/RM/Year- 4500
Personal Touch
Relationship Manager’s
email id and Contact no.
Back

16. Only ForYou Program Attempt to change the holiday pattern of
members by proactive communication
through Relationship Manager to help
impact quiet season occupancy, increase
member holidaying frequency
Actions
•Find out the no. of members who holiday in
their allotted week
•Analyze the seasonal occupancy trend of
all resorts e.g Goa is off season in Apr, May,
June (data awaited from customer engagement
team by 31st March 2016)
• With pro-active communications/creatives
through relationship manager attempt to
change the holiday pattern/destination of
the members
Personalized Mailers/Promotions like
“Only For You Go Goa in Monsoon”
Monsoon tourism @ Goa
Back

17. Member Perks & Privileges
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Back
Full booklet Details

18. UHM Data
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