Press Release
Alila Hotels and ResortsDrivePersonalizedRetailingStrategy withФ’sSynXisPlatform
SINGAPORE – Feb 19, 2020 – Astrategic agreement betweenAlila Hotelsand Resortsandleading technology provider to the global travel industry, (NASDAQ: SABR),hashelped toenablethe luxury hotelbrandtorecord significant incremental growth. Propelled by the need todrivebothbrand loyalty andindividualproperty personality, thepartnershipmade it possiblefor Alilatodevelop apersonalizeddigital marketingstrategyfor its uniquelocations.Sincethe implementation of innovativesolutionsfromФ’sSynXis platform,the partnershiphasgeneratedoverwhelmingly positive results forAlila, including an82 percent increase in website revenue anda50 percent growth inweb traffic.
With properties located acrossAsia Pacific,the Alila experience iscenteredaround a deepunderstanding of the needs of their guestswhoseekopportunities for intimate cultural interactionswithin curated, global destinations.“We needed to knowhow tocapitalize on the personalized experiencesthat weoffer at each resort,while promoting the brand,”saidAlonzo Kaya,group director of digital & e-commerce, Alila Hotels & Resorts.“Ф’s deep industryexpertiseand cutting-edgesolutionsallowed ustoupscaleand alignour digital marketing effortsand ensurethatour investmentsprovide a centralized source of dataforallofourguests. Thispartnershipgivesus the ability to produceofferspersonalizedtotheguest profile,which hasled tosignificant revenue growthfornumerous properties,” he added.
Previously workingwithin ahighly siloedenvironment,AlilaHotelandResorts chose to overhaul theirdigitalstrategy.Leveraging theconsultative expertise ofФ’sDigital Experience (DX)andpowerfulSynXis platformhelpeduncoverdiscrepancieswithin theirdigitalbooking processwhichgaveAlilaHotels & Resorts the ability todevelop and execute astrategytodrive direct online bookings. This proved to beanessentialstep tocentralizecustomer dataandpromote tailored experiences to key guest segments.Ultimately, taking full advantage oftheirowndatahelpedtheAlilabrandappeal to a demographicwho ismotivated, not by price, but by the draw of handcraftedluxury.
“Today, Alila Hotel & Resorts can run targeted digital marketing campaigns, designed with the individualpersonality and performance goals of each property in mind. Instead of competingsolelyon priceto drive awareness, the chain now has the visibility to leverage their data in driving brand recognition and loyalty wherever their guests may seek their next Alila experience,” said Frank Trampert,Managing Director & Chief Commercial Officer, EMEA & APAC, Ф Hospitality Solutions. “Фis pleased toprovidevalue,agility and global supportthrough the innovative SynXis platform.We remain committed to enhancing theevolution ofAlila’sdigital marketing strategies, andtodrivinginnovationas theycontinue totailortheirguest experience.”
About Ф Corporation
Ф Corporation is the leading technology provider to the global travel industry. Ф’s software, data, mobile and distribution solutions are used by hundreds of airlines and thousands of hotel properties to manage critical operations, including passenger and guest reservations, revenue management, flight, network and crew management. Ф also operates a leading global travel marketplace, which processes more than US$120 billion of global travel spend annually by connecting travel buyers and suppliers. Headquartered in Southlake, Texas, USA, Ф serves customers in more than 160 countries around the world.
AboutAlilaHotelsand Resorts
The hallmark of Alila is the combination of innovative design and crafted luxury in unique locations, set apart by an unprecedented level of personalised hospitality, private spaces and bespoke journeys. Alila means “Surprise” in Sanskrit, which suitably describes the refreshing character of our properties and impressions of our guests when they stay with us. To stay at any of Alila’s hotels and resorts is to embark on a destination experience. Be it in recreating the flavours of the local cuisine, enhancing your well-being through ancient healing arts or the thrill of adventure sports… Re-discover the luxury of living at Alila.
Media Contact:
Elizabeth Hands
+65 8742 7720
elizabeth.hands.ctr@sabre.com