MapInfo Corp., Troy, NY, said yesterday that Fairmont Hotels & Resorts is using its location intelligence solutions to profile customers and validate business opportunities.
Fairmont has 45 hotels and a guest base of 6 million people.
Using the MapInfo PSYTE Advantage neighborhood clustering system, Fairmont gained detailed lifestyle information about its customers such as favorite destinations, hobbies and what newspapers they read.
With this data, Fairmont can improve its understanding of customers' lifestyles and preferences and enhance direct mail campaigns by 300 percent.
Fairmont previously relied on general mailing lists for direct marketing campaigns. After using PSYTE Advantage to better target its direct marketing, Fairmont increased its response rate from 0.5 percent to 2 percent.
Fairmont also identified surprisingly strong customer groups. Fairmont assumed its customer base was mainly middle aged. However, it found that young professionals constituted a significant segment of its guests. As a result, Fairmont began targeting this new group in its direct mail and researched new development opportunities.
PSYTE Advantage and MapInfo's TargetPro were also instrumental in validating the establishment of the soon-to-open Fairmont Mayakoba resort in Mexico and the recent acquisition of London's Savoy Hotel. Fairmont used the MapInfo solutions to identify expansion locations where its existing customer base frequently travels.
Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
