Success Story
Hotel Monterey
Hotel Monterey leverages Appier’s martech solutions for five-star hospitality marketing and engagement
Hotel Monterey has partnered with Appier to leverage its suite of martech solutions for the most advanced marketing and engagement in the hospitality industry. This partnership is accelerating the hotel group’s digital transformation, and creating insights that it can use for data-driven decision-making. By presenting guests with the right information and recommendations, Hotel Monterey can deliver an optimal user experience and achieve higher customer loyalty.
About Hotel Monterey
- Industry: Travel & Hopitality
- Company Size: over 1,500 employees
- Location: Japan
- Goal: Hotel Monterey has partnered with Appier to leverage its suite of martech solutions for the most advanced marketing and engagement in the hospitality industry. This partnership is accelerating the hotel group’s digital transformation, and creating insights that it can use to formulate effective marketing strategies.
Hotel Monterey, like most established businesses in traditional industries, has been undergoing a digital transformation to keep up with a changing consumer landscape. At a time when third-party cookies are on their way out but personalized content is becoming the norm, the Japanese hotel group sought a partnership with Appier to leverage AI-powered martech solutions to better understand and engage with its guests.
Existing customer analysis and engagement challenges
One key legacy issue the nearly 40-year-old Hotel Monterey wanted to address was its customer relationship management (CRM) system. The hotel group had been using the same one since 2000, and most of its data, fragmented and siloed, were stored in this singular system. The original system could not provide the attribution, engagement, or retention analysis the group needed to gain comprehensive insights about its guests.
A subsequent, related problem that would persist even with better data unification and a more robust customer profile was using the insights and personalizing content for potential guests at scale. Manually personalizing the email content for tens to a couple hundred of guests is doable, but Hotel Monterey was thinking about the thousands of people visiting its website each day, and it needed a better solution.
Enterprise martech solutions for real-time analysis and personalized engagement
When Hotel Monterey met with Appier, the former was clear on what it wanted: one vendor that could deliver on all the solutions it needed for its digital transformation and effective marketing. Luckily, three of Appier’s SaaS products come together as the solution for the hotel group’s problems.
To counter the issues with the old CRM system, Appier’s newest solution, AIRIS, is a next-generation, AI-powered customer data platform that rapidly unifies customer data and generates real-time customer journey/booking analyses without any coding from the hotel group.
The two industry-first real-time prediction features that Hotel Monterey is taking full advantage of are the “conversion score” and the “price sensitivity score.” The two work together to forecast the likelihood of a user making a reservation at Hotel Monterey at a given price point.
As AIRIS continues to gain a deep understanding of the people visiting Hotel Monterey’s website, AIQUA and BotBonnie can use these insights for personalized recommendations and conversational marketing. With just one platform, AIQUA can personalize and send messages to visitors on any owned channel Hotel Monterey chooses, thus saving time and manpower. For example, Hotel Monterey can recommend specific dining offers to loyal guests based on on-site behaviors after they have booked their stays.
The combination of personalized marketing (AIQUA) and conversational marketing (BotBonnie) allows Hotel Monterey to present the right content at every stage of the customer journey — content that will effectively move them along all the way to a stay and a repeat stay at a Hotel Monterey in Japan.