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Case Study 3 |
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A successful hotel with a high quality and expensive leisure club facility found they were attracting lots of hotels guests to use the facilities but few fee paying members. As with many similar hotels, they couldn’t add to the room rate they were achieving to pay for these facilities, so they were losing money on this investment.
By using just their membership postcode records, we could quickly identify the type of person to whom the club had strong appeal, building up a picture of what the strengths, and weaknesses of the leisure club were to them.
Working with them, we developed the product to build upon its pampering appeal, building on the 'luxurious' services they offered. We identified where these new potential fee paying customers were located and produced and undertook marketing activity to attract them, increasing the price at the same time.
Result: a significant rise in members, a sharp increase in membership income, and income from food and beverage and other services from attracting the RIGHT type of customer, no fall off in usage from the hotel guests and NO increase in marketing spend.. |
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