The Athenaeum
Uses data to create more personalised experiences
The Athenaeum, a renowned five-star hotel located in the heart of London's exclusive Mayfair neighbourhood, faced a unique challenge. In a crowded market saturated with branded hotels and loyalty programs, the hotel wanted to differentiate itself by using technology to create a completely personalised guest experience, while staying loyal to brand values.
Background
Catering to multi-generational families and returning guests, The Athenaeum wanted to invest in ways to recognise its loyal patrons, using booking and guest data to create memorable experiences.
Following a recent split from a management group, the hotel underwent a complete overhaul of its technology infrastructure and strategy, which included outdated and inoperable legacy systems.
This transition led to decision-making regarding the right technology solutions that would allow The Athenaeum to maintain its individuality while adopting cutting-edge solutions to personalise and enhance guest experiences.
Operationally, the hotel was facing several challenges: Lack of a Unified Guest Profile with multiple data silos; Inability to Extract Data from legacy systems; Limited Insight into Loyalty; and the need for Meeting and Event Space Growth support.
iVvy Solution
The Athenaeum turned to iVvy as the solution to address their challenges. Key factors that led to this choice were API Connectivity for efficient data management, Scalability to accommodate future needs, and a User-Friendly UI their team could quickly adapt to.
Yogesh Ram, Head of Marketing at The Athenaeum explained the property's preference for iVvy over other software solutions, emphasising the ease of use, native settings, and quality of the demo provided by the iVvy team.
"When we got to the final stage, for me, it was high-level connectivity, API, and the fact that it's easy to use. The fact that settings are native in iVvy. That we don't have to keep going to you and asking for support to change things and add things for the team. It was ease of use. The team had explained the iVvy team had given a great demo, and that formed the selection process and the final decision."
Results
Tech fee without commissions
Rules Engine for live bookings
Direct booking engine and distribution controls
Since implementing iVvy, The Athenaeum has achieved several positive outcomes, including:
- Personalised Guest Experiences: The hotel can now use data collected from various sources to create highly personalised guest experiences, catering to corporate guests, leisure travellers, and loyal visitors.
- Improved Insights: With a unified guest profile, The Athenaeum can gain valuable insights into guest behaviour and preferences, enabling targeted approaches and loyalty-building strategies.
- Streamlined Operations: iVvy's cloud-based solution has simplified data management and increased efficiency, enabling the hotel to focus on delivering exceptional service.
- Preparation for Growth: The Athenaeum is well-prepared to grow its meetings and events business, thanks to the scalable nature of iVvy venue management software.
"When we got to the final stage, for me, it was high-level connectivity, API, and the fact that it's easy to use. The fact that settings are native in iVvy. That we don't have to keep going to you and asking for support to change things and add things for the team. It was ease of use. The team had explained the iVvy team had given a great demo, and that formed the selection process and the final decision."
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