Neolane helps Accor Hotels increase online revenues by over €180m and cut marketing costs by €300k

Enabled by Neolane, improved email marketing at Accor Hotels has contributed to online revenues growing from €619m in 2005 to €710m in the first 10 months of 2006 alone – with at least €800m expected for the year.

Neolane, a provider of customer marketing and communication software is able to reveal that its customer Accor Hotels, part of the Accor hotel and services group, is enjoying significant increases in online revenues and reduced costs since selecting the Neolane solution to centralise and automate its worldwide, online customer loyalty marketing campaigns.

Mathieu Staat, vice president relationship marketing for Accor Hotels Group worldwide said: "In the last 12 months we have sent some 35 million highly personalised emails. Since implementing Neolane in 2004, we have more than doubled reactivity rates to nearly 30 percent. Neolane is helping us to improve campaign finesse which is increasing frequency of web site visits and conversion rates."

Online revenues for 2006 are expected to exceed €800m, having reached €710m to end October; 12.5 percent of total revenues for Accor Hotels. 2005 online revenues were some €619m; 9.8 percent of revenue.

Neolane is helping productivity too: "We have cut the time taken to create communications by half and are saving an estimated €300,000 per annum in marketing costs," said Staat.

Neolane provides Accor with a unified campaign database and performs sophisticated segmentation functions. The solution enables collaborative content creation as well as content personalisation. Consequently Accor is now able to run numerous small, highly personalised campaigns, targeted according to customer profile, card membership type, geographical position and other variables. This is increasing relevancy to the customer and hence campaign success rates. Neolane also tracks campaign responses. AccorHotels.com owns an active customer database exceeding 1.2 million opt-in contacts.

"We are delighted at the success Neolane is bringing to marketing communications campaigns at Accor Hotels," said Neil Anderson, managing director of Neolane UK. "By automating and orchestrating innovative marketing and loyalty schemes throughout the prospect and customer lifecycle, Neolane enables companies to cost-effectively present each contact with the best offer, at the right time, on a one-to-few personalised basis, via the contact's preferred communications channel - without bombarding them with multiple communications."