Profile Match & Merge

Case Study: Stafford's Hotel

Executive Summary

Stafford’s Hospitality owns three affiliated hotel properties which operate at almost 100% occupancy during the peak June to October season. They wanted to clean up their guest data before the next busy season approaches, and with the implementation of RoomKeyPMS’ Profile Match & Merge feature, it now takes less than five minutes per day to review and correct profile duplicates across all three properties.

“I’ve seen how much cleaning up we have to do and that’s why I’m such a big fan of this.”

– Xaina N. Jones, Guest Services Manager,
Stafford’s Perry Hotel

Challenges

Stafford’s Hospitality owns and operates three hotel properties in the Petosky, Michigan area, a lakefront resort community. During the June to October season, all three properties operate at a 80-100% occupancy, so the hotels and staff are very busy.

A fair portion of their bookings come from return guests and guests booking through OTAs or other third parties, and they recognized the need to clean up their data and improve the guest experience — right from the first booking interaction.

It was also important for Stafford’s to have their duplicate data issues resolved, any new system features fully operational, and the team trained on the new features, prior to the upcoming busy season.

How Profile Match & Merge Helped

“I’m a huge supporter of it”
– Xaina N. Jones, Guest Services Manager,
Stafford’s Perry Hotel

 

RoomKeyPMS’ Profile Match & Merge feature was implemented across all three of Stafford’s properties. Each morning, it now takes less than five minutes to review the upcoming day’s reservations for all three hotels, and make the following improvements:

  • View all arrivals, in-house or departing guests to see match recommendations, including profiles with multiple spelling errors
  • Update or merge guest data at one of the properties, and have it reflected across the master data at the other two properties, including an audit log that records the history of all changes made and by which hotel user
  • Attach multiple contact phone numbers, email addresses or credit cards to a profile
  • Recognize when a guest has made a reservation directly vs. through an OTA or third party, and maintain data between either option within one master record

Results, Return on Investment and Future Plans

“The system helps us improve the guest experience in the reservation process. When phone reservation staff search for a guest, they see one profile instead of multiple profiles. This saves quite a bit of time and is more efficient and professional. The guest interaction with phone reservation staff can then be far more impressive, far more customer-oriented. It expedites the situation, takes the hassle out of phone reservations. Guests will continue to call us directly – that’s how I think the system could benefit us.”
– Xaina N. Jones, Guest Services Manager,
Stafford’s Perry Hotel

Stafford’s is very happy with the clean-up progress that has been made since the implementation of the Profile Match & Merge feature. In addition to the time saved from manually reviewing and managing duplicate profiles, they are also seeing a key benefit during the guest reservation process. Giving phone reservation staff the ability to view all guest data within one profile instead of multiple profiles significantly improves the guest experience and makes phone reservations just as efficient as online.

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