Hotel chain gets personal with customers

摘要

Fairmont resort hotels wanted to find out more about its customers, but there were some questions it couldn't ask them directly. So instead, the Toronto-based hotel chain decided to use MapInfo's Psyte data mining tool to get a better understanding of who its customers were and what kinds of vacations they were likely to take. The project began four years ago when the Fairmont decided to completely rebuild its CRM and loyalty marketing package. It wanted to know more about its guests' travel habits and media preferences to better target its advertising program, says Sean Taggart, executive director of marketing services at the hotel.