Contact Center Solutions Featured Article

CRM Credited for ClubHotel's 'Recession-Proof' Marketing Program

April 03, 2008

Hospitality Marketing Concepts officials say they're expanding the company’s ClubHotel program, "escalating the worldwide network of over 450 four and five-star hotels to additional key cities in the Asia-Pacific region."
 
The creation of ClubHotel by HMC in 1997 has seen good results, HMC officials say, citing one partner hotel in 2007 "realizing over 100,000 room nights, $15 million in room revenue and $5.5 million in food and beverage revenue solely from ClubHotel members."
 
Company officials claim similar benefits "in major hubs throughout the Asia Pacific, in China, Taiwan, Japan, Philippines, Thailand, Malaysia and Singapore."
 
The announced expansion is directed toward Hong Kong, Shenzen and Macau, with confirmed hotel participation prior to May 1, 2008 receiving high priority. The services of ClubHotel are offered at no cost to hotels, but offer affiliates unlimited access to the global database of HMC for promotional purposes.
 
In spite of a global economic slowdown plaguing the travel industry, Stuart McAusland, Senior Vice President & Managing Director Asia Pacific, called ClubHotel a "recession-proof marketing program."
 
"Our proprietary CRM technology allows hotels to reach thousands of qualified customers and target periods of low occupancy with specific and tailored promotional offers," said McAusland, calling ClubHotel "a powerful marketing tool, regardless if we are in a recession or not."
 
Earlier this year HMC officials said the firm was expanding its ClubHotel program in Europe and North Africa.
 
In 2007, according to HMC officials, ClubHotel generated "substantial revenue" for its European hotel partners, including 29,000 room nights and EUR 2 million in F&B revenue for one hotel group in Portugal, and 6,500 room nights and GBP 900,000 in F&B revenue for a single hotel partner in London.
 
"As demand to join the ClubHotel network has been very strong," HMC officials said in March, "only a limited number of participating hotels will be accepted in each city. Qualifying hotels confirming participation before May 1, 2008 will receive top priority."
 

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David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

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