Minor Hotels partners with Cendyn for CRM platform

Cendyn will provide all five brands with true intelligence of every guest, across all their hotels

Avani Riverside Bangkok.
Avani Riverside Bangkok.

Minor Hotels (MH) has selected Cendyn as the hotel group’s CRM partner. Cendyn will implement a guest intelligence solution utilising data collected from multiple sources to provide a single profile of each guest.

This visibility will enable every brand in the group to gain a clear understanding about the history and preferences of each guest in real time, regardless of how they booked.

Cendyn was selected by Minor Hotels to help drive loyalty and improve engagement with guests to deliver the right communication, to the right guest, at the right time.

Using connectivity to third party vendors, reporting, and analytics, Cendyn will provide all five brands with true intelligence of every guest, across all their hotels, no matter what channel they came through.

Eric Cartwright, director loyalty & partnerships, Minor Hotels, said: “We are delighted to begin our relationship with Cendyn. It embodies what Minor Hotels feels to be a like-minded partner.

“While we grow beyond our current state, following our roadmap of expansion, we need to future-proof our customer platforms to allow us the ability to immediately recognise our valued repeat guests as well as our first-time guests in a manner that augments our existing Discovery loyalty programme, delivering insights on each individual so that we can drive loyalty through service delivery, analytics, and timely communication.

“As we expand, this platform will enable us to easily add functionality and service to our growing portfolio, without the need to rethink platforms.

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