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Your Desires Program What is it?

Your Desires Program What is it?

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Your Desires Program What is it?

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  1. Your Desires Program What is it? Desires Hotels customer relationship management (CRM), guest recognition, loyalty, and concierge program “Your Desires” is designed to customize each guest’s stay, and increase a hotel’s customer intent to return and repeat guest factor resulting in increased revenues and profits. The focus of this program is based on personalized service and recognition, in lieu of earning points or airline miles. It is designed to reward our most loyal guests, with benefits, offers and privileges that fulfill their travel needs and an enhanced level of service at each hotel. Guests will enjoy personal preferences as indicated on their on-line profile, including their preferred beverage, snack (munchie), and music, as well as a listing of their particular interests.In addition they will receive monthly special “members only offers”.

  2. Where we been & How we doin?

  3. Where we been ? • Introduced GMS to hotels to improve CRM capabilities • Beefed up staffing at some of our hotels • Had second annual MOD meeting • Changed info on on-line profiles to further personalize stays • Added Iron Horse Hotel & Sagamore Hotel to the Program

  4. How we doin? WHATS THE B.F.D ? 2007 • Over 7,600 Members (4 hotels) • 8,560 Room Nights • Over $2,400,000 in revenues • Average LOS 3.3 Nights • Audit Scores YTD 47%

  5. How we doin? WHATS THE B.F.D ? 2008 • Over 12,600 Members (5 hotels) • 12,750 Room Nights • Over $3,800,000 in revenues • Average LOS 3.2 Nights • Audit Scores YTD 69%

  6. How we doin? Desires Vs Non Desires? • Average Revenue Per Stay- $4.2K vs. $3.4K • Average Rate - $240 vs. $246 • Average LOS- 3.2 Nights vs. 2.9 Nights • Average Room Revenue Per Stay- $767 vs. $640

  7. What’s coming? • Improved integration of technology • Improved direct marketing efforts to existing members and prospective members • Partnership marketing opportunities to enhance program for members • Branding of membership across hotels • More audits with action plans for improvement • What else? It’s up to us!

  8. “Chasing cool is a really bad idea; inspired by cool is a great idea. Walk the streets, see what’s going on and spit it out in your own way.” Russell Simmons, entrepreneur, co-founder Def Jam Records

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