Case Studies > Tourism > The Ritz-Carlton

The Ritz-Carlton

How RMG Upped Engagement for The Ritz-Carlton’s Top 3 Revenue-Driving Segments

The Most Valuable Customers for The Most Luxurious Destinations

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Highlights

72% of revenue

Identified 3 top segments driving 72% of revenue

9 segments

Identified 9 total segments driving bookings, and developed personalized marketing strategies for each

3.3 Million

Analyzed 3.3MM guest reservations across a 5-year dataset

How & When

Through data analysis, uncovered ideal marketing timelines & customer journeys for distinct traveler types

Summary

Region

  • North America

industry

  • Tourism

Company size

  • Large/Extra-Large

rmg solutions

  • Modeling & Analysis
  • Digital Marketing
  • Marketing Strategy

about

The Ritz-Carlton, a luxury hotel chain operating multinationally, first engaged with RMG through their Marketing and CRM teams in 2017 to enrich their existing relationships, cultivate new connections, and to solidfy The Ritz Carlton as the premier luxury brand. 

Challenge

RMG’s mission was to assist the internal CRM team to identify segments across The Ritz Carlton hotels to deliver exceptional experiences for guests and make their 91 properties the brand of choice.

“RMG brought fantastic insights and a new depth to our customer understanding, leading us to improve our customer engagement metrics.”

strategy

Targeted, personalized, messaging and treatments – developed through segmentation – were key to accomplishing this mission. Consequently, this segmentation initiative was conducted to identify the most valuable customers, enabling targeted and personalized CRM efforts. The RMG team partnered with internal IT and third-party segment developer to collect and analyze key data including internal DB, Global Survey to past guests and luxury travelers.

solution

Working closely with client internal teams, we identified segments with the highest value to The Ritz-Carlton, organized data and created algorithms to define segments. We also appended survey data to understand attitudes/preferences on a segment-by-segment basis. 

The final result was the creation of data-driven profiles, personas and journey maps for each of the 3 priority segments, which allowed us to implement and measure tests while integrating into overall marketing activation and brand planning that was coordinated with other property efforts. 

results

Through each of the 3 priority segments, RMG was able to identify differences in booking behaviors and windows. These results gathered insights into to how and when to target each segment. Custom landing pages were formulated for each segment that drove a successful campaign that was expanded to St. Regis hotels.

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