Profile Match & Merge

Case Study: Escape Lodging Company

Executive Summary

As an owner and operator of multiple properties on the West Coast, Escape Lodging Company needed a way to automate the management of their guest data.

After successfully implementing RoomKeyPMS’ Profile Match & Merge feature at four of their properties, they are now rolling it out to a fifth, and are ecstatic about having an easier, much more efficient way of recognizing return guests.

“I want a convenient way to make sure that I am accurately cataloguing a guest’s history with us.”

– Alyson Short, Escape Lodging Company

Challenges

Escape Lodging Company owns, operates and manages several properties in Oregon and Washington. They wanted to decrease the amount of time spent manually maintaining guest profiles, and improve their guest engagement and guest experience.

Every morning each of the properties would look up the next day’s arrivals, and review each booking and each guest to determine if they had stayed before, and then manually merge any duplicate data. This process, depending on the number of arrivals, could take several hours. In addition, their master records could only maintain limited data, so if a guest had multiple contact points it had to be recorded separately in guest notes, or be removed from the master profile.

Guest recognition and loyalty programs were therefore difficult to implement and maintain, due to so many possible duplicate profiles and lost information. Escape Lodging Company realized they needed a better way of managing guest data and recognizing their returns.

How Profile Match & Merge Helped

“Escape Lodging is definitely focused on guest loyalty. Beyond giving us a tidy database and cleaner marketing (with less duplicate emails sent) – everyone is glad to have an easier way of recognizing return guests.”

– Alyson Short, Escape Lodging Company

 

Designed to fix these exact issues, RoomKeyPMS’ Profile Match & Merge feature was initially implemented at four of Escape Lodging Company’s properties, and was able to address their challenges immediately:

  • Enabling the teams to view all arrivals, inhouse or departing guests to see matching recommendations - even including profiles with spelling errors
  • Giving them the ability to find and combine similar guest profiles for custom date ranges, in order to clean up historical records
  • Allowing for multiple contact points (such as email addresses or phone numbers) to be added to the main profile

  • Allowing for combined guest notes to stay up on the guest’s preferences
  • Cleaning up guest contact information for email marketing campaigns, resulting in less duplicate emails sent
  • Giving the teams accurate return guest information for implementing guest recognition and loyalty programs

Results, Return on Investment and Future Plans

“We are over the moon with the new Profile Match and Merge feature. It is a daily task we run inless than 2 minutes and find any duplicate listings for the next thirty days. It is enormously helpful in identifying return guests, especially those that book online. We would highly recommend rolling it out at all properties that care about Guest Engagement.”

– Alyson Short, Escape Lodging Company

All four of Escape Lodging Company’s properties using Profile Match & Merge have reported that the feature has improved their processes in a multitude of ways: what used to take hours of their time on a daily basis now only takes a few minutes. In just a few hours’ work, a year’s worth of reservations data was reviewed and all duplicates merged.

The guest profile database is now clean, up-todate, and highly efficient, allowing Escape Lodging to send out more organized email marketing campaigns and to improve their guest recognition and loyalty programs -- ultimately enhancing the guest experience at their properties.

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