Personalized excellence: How Salamander Collection achieved $45M in direct revenue

Entrepreneur Sheila Johnson founded the Salamander Collection, a luxury brand that boasts several impressive hotels: the Forbes Triple Five-Star Salamander Middleburg, an equestrian-themed property in Virginia; Salamander Washington DC, an elegant hotel on the Southwest waterfront in the capital; Half Moon, a renowned resort in Montego Bay, Jamaica; Aspen Meadows Resort, a sprawling property in Aspen, Colorado; Hotel Bennett, a grand hotel in Charleston, South Carolina; and Innisbrook Resort in St. Petersburg/Clearwater, known for hosting the PGA TOUR’s Valspar Championship.

The challenge faced by the Salamander Collection was the fragmented guest data across various software platforms within their portfolio. This lack of a centralized guest database and accessible reporting hindered their ability to utilize data effectively to enhance the guest experience, boost revenue, and assess marketing strategies. They needed a comprehensive solution to streamline operations, increase revenue, improve reporting, and enhance guest satisfaction.

The solution came in the form of Revinate technology, which included Reservation Sales and Revinate Marketing. This allowed for a unified view of guest data to be utilized for both phone interactions and marketing campaigns. The addition of RescueSalamander also elevated their call center operations, enabling RezForce agents to handle overflow and after-hour reservations effectively.

The Reservation Sales platform has significantly improved productivity for the reservations team. Agents can now efficiently follow up on abandoned bookings, make outbound calls to previous visitors, and access guest profiles while on the phone to personalize interactions. The Revinate Marketing tool has empowered the marketing team to create personalized email campaigns that resonate with guests, resulting in increased room nights and revenue.

Overall, the implementation of Revinate technology has led to improved guest engagement, increased revenue, and enhanced operational efficiency for the Salamander Collection. The collaboration has allowed them to leverage data effectively, drive results, and foster a culture of continuous improvement and learning.