A single solution covering the loyalty programme, customer data platform, email marketing and gamification helps deliver extraordinary results for Small Danish Hotels.
11. juni 2022
Small Danish Hotels is a voluntary chain of more than 65 individually owned hotels and inns across Denmark.
The chain office in Horsens has a staff of just 12, who handle administration, finance, booking, marketing, sales and the loyalty programme for the entire chain.
The loyalty programme – also known as the guest club – is called "Benefits" and has around 170,000 members.
As a member of the guest club you agree to receive newsletters from Small Danish Hotels and from the hotels you stay at while you are a member.
In return, guest club members earn points when they stay at the chain's hotels and inns. One point is earned for every 3 kroner spent on the stay.
The points earned can be used for full or partial payment of stays, gift cards and purchases at the hotels, as well as for gift items in the online points shop on the chain's website.
Points are earned entirely automatically when members simply check in at the hotel with the same email address they signed up to the guest club with.
As a voluntary chain, Small Danish Hotels has not forced the individual hotels to use particular IT systems.
At the time of writing, as many as 7 different booking systems are in use across the chain's hotels and inns.
To be able to credit points to guest club members automatically, an integration has been built between every hotel's booking system and Yulsn Marketing Cloud.
The integration work was complicated further by the fact that the same booking system can be used in different ways at each hotel.
To make sure members can always get the points they are entitled to, the hotels therefore have access to a custom function in Yulsn Marketing Cloud where they can credit and redeem points manually when needed.
Reporting on all the relevant key figures for the guest club is an important element. Partly to keep track of the results being created, but also, very concretely, to be able to settle points usage between the chain and the individual hotels.
To solve that task as efficiently as possible, a direct integration has been built between Yulsn Marketing Cloud and the finance system at Small Danish Hotels.
On top of that, Yulsn Marketing Cloud provides both a range of standard reports and a set of tailored Power BI reports and dashboards, giving the chain and the individual hotels the overview they want.
When the loyalty programme launched back in 2016 there were a handful of automated flows, mainly around bookings and loyalty points. Beyond that, a weekly newsletter went out to all members.
Since then the team at Small Danish Hotels has worked hard to improve both working processes and systems. That effort means they today have a long list of automated flows, plus solutions that let them send far more targeted and personalised campaign emails in less time than they used to spend on a few emails to everyone.
Small Danish Hotels is a large customer at Yulsn, but their total cost for both systems AND services from Yulsn is less than the licence alone for one of the big Marketing Cloud solutions.
Every customer at Yulsn gets VIP treatment – you are welcome too 😀