It's a key issue for Rezidor SAS to know who its customers are and what are their needs and expectations in order to align the best strategy in order to target them and to make them more loyal. Moreover, it will allow determining who customers are the most profitable. The CRM vision of the company is to “maximise value for owners by securing customer engagement through benefit, reward and recognition in order to fully exploit opportunities to up-sell, cross-sell, retain and increase share of wallet extracted from Rezidor SAS CRM Business Plan.” Rezidor SAS has a multi-brand portfolio: its hotels are divided into four market-specific brands: from high-class comfort to high-class luxury hotels. It allows the company to attract more customers and also to respond better to the needs and expectations of the customers (each hotel target a specific kind of customers). Then, Rezidor emphasizes on the customers relationship with a devoted department and tools for customers retention: partnerships (Airline, car rental, credit card companies…), Gold Points. To be efficient in its loyalty programme, the company has developed an IT platform, database management, reporting, card fulfilment and member centre servicing.
[...] Mission The mission of Rezidor SAS is to provide business and leisure travellers with a choice of excellent hospitality products that offer good value for money, while assuring a good return to owners and shareholders and inspiration to employees. Values The main values emphasized by the group are: trust, confidence, and openness, empowerment, fighting spirit, flexibility and responsible business. II. Recommendations 1. Increase the Gold Points by Rezidor SAS membership First, Rezidor SAS has to develop more partnerships in order to create a network. [...]
[...] It's an opportunity for Rezidor which has a wide choose concerning the price, the services and Rezidor hotels are located in major cities and close to airport. Moreover, people travel a lot, not only for business but also for discover new culture, for holidays, for honeymoons In fact, with the new technologies development; it has become easier to travel. Another opportunity for Rezidor SAS is to enter new markets. Currently, the company operates in Europe, the Middle East and Africa. [...]
[...] Moreover, Rezidor operates in Europe, the Middle East and Africa. The group can increase the number of hotel in the countries in which they are already implemented. And also, it can invest in new market and penetrate for example in US, Canada, Russia or China. The company could make market analysis in order to determine in which countries the business people travel the most and also with travel agencies to see which countries people travel the most for holiday or when they get married. [...]
[...] The four hotels are: - Radisson SAS: second largest four-star brand in Europe. Radisson hotels are individual by design, consistent by standards, fully- equipped and individual by choice. They are located in world capitals, city centres, leisure resorts and have a strong presence in airports. - Park Inn: international mid-market hotels, highly efficient, fresh and innovative. - Country Inn: mid-market alternative, good value for money. - Regent: five-star hotels, superior and traditional, world-class hotels in world-class destinations. Concerning the customers, Rezidor SAS deals with a date-based segmentation. [...]
[...] - The stay activity shows a trend with two annual picks corresponding with the fluctuations of corporate business in the first and third quarters. Low enrolment periods are in the summer and winter where leisure travellers mainly drive the demand. - The redemption rate is very low: only 38% of all points were redeemed by March of the points are redeemed for Award Stay at the hotels and 30% for miles exchange with airline partners. - The member service centre recorded approximately 3,500 contracts in March 2005: 48% were programme questions retro claims profile updates and 19% hotel questions Manage the customer lifecycle Customer acquisition Each hotel has its own websites where customers can be enrolled. [...]
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