Newton, MA
June 1, 2009
Grupo Posadas Chooses Neolane for Improved Cross-Channel Marketing Across Its Hotel Brands
Leading Latin American Hotel Operator Selects Neolane to Strengthen Customer Loyalty with More Consistent, Targeted Offers Across Marketing Channels
Enterprise marketing software provider Neolane, Inc. today announced that Grupo Posadas, the leading Latin American hotel operator in its region, has selected Neolane's Cross-Channel Marketing Optimization solution to efficiently deliver consistent, personalized customer communications across e-mail, direct mail and mobile channels. With 111 hotels across seven brands, including the Fiesta Americana Grand and Fiesta Americana hotels, Grupo Posadas chose Neolane for streamlined campaign management within its loyalty programs, which are supported by as many as 800,000 customer messages per month.
Neolane's platform features a centralized data mart that tracks customer interactions across various marketing channels to enable Grupo Posadas to execute more effective marketing campaigns. With a single, up-to-date view of the customer, Grupo Posadas will benefit from Neolane's marketing automation technology to achieve greater personalization and segmentation across all customer communications – including event-triggered and transactional messages – that result in deeper, more profitable customer relationships.
"With our customer loyalty programs involving thousands of customers across multiple hotel brands, it was becoming difficult to issue timely, personalized offers to encourage repeat bookings based on established preferences and interests," said Liliana Franco, marketing director, Grupo Posadas. "We evaluated multiple marketing software vendors, but selected Neolane based on the sophistication and flexibility of its platform and its proven ability to execute and measure complex campaigns across channels."
In addition to forming deeper customer relationships through consistent messaging and increased response rates, Grupo Posadas anticipates better measurement and significant time savings by executing campaigns through streamlined processes with Neolane's single code base and online workflows, validation and alerts.
"Marketers in the hospitality industry often miss out on repeat visits because their customer data is siloed and not incorporated into marketing messages across channels," said Stephan Dietrich, president, Neolane, Inc. "Grupo Posadas is at an advantage because it can use Neolane to improve both the efficiency of campaign execution and the quality of customer communications by leveraging a single, cross-channel view of its customers and prospects through Neolane's automated marketing platform."
About Grupo Posadas
Grupo Posadas, with more than three decades in the hotel marketplace, operates more than 111 hotels and 19,800 rooms in 50 beach and city destinations in Mexico, Brazil, Argentina and Chile. In Mexico, the company operates 20 percent of its rooms in the tourism segment. Its seven hotel brands are AQUA, Fiesta Americana Grand, Fiesta Americana, Fiesta Inn and One Hotels in Mexico, and in South America, the company operates Caesar Park and Caesar Business, making Grupo Posadas the leading Latin-American hotel operator in the region. For additional information, visit its website www.posadas.com
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