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Case Study: How Mobile Text Marketing Is Increasing Ancillary Revenues, Room Upgrades, and Customer Loyalty

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Company: Days for Business Alliance (Days Inn)
Contact: Tina Perry, Regional Director of Marketing for Days Inn
Location: Parsippany, NJ
Industry: Hospitality/Lodging, B2B
Annual revenue: Confidential
Number of employees: Confidential

Quick Read

Shortly after you check in at your hotel, your mobile device receives a text message from the staff notifying you of the location and start time of the meeting you're there to attend. Subsequent texts throughout the remainder of your stay offer happy-hour reminders, restaurant coupons, and the airport shuttle schedule for your date of departure.

After you check out, one more message of thanks pops up, extending well-wishes for your trip ahead.

This is customer service 2.0 for the hospitality industry. And it's just one of the ways a select group of Days Inn hotels is using text marketing to stay afloat in a troubled marketplace.


"It's been a test for us...and we're very pleased with the results," remarked Tina Perry, Regional Director of Marketing for Days Inn, citing revenue increases for supplemental hotel services such as food and beverage, and immeasurable brand impressions which the chain is hopeful will intensify customer loyalty beyond the near term. "As things turn around financially, we'll be in a great position," she said.


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Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

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Comments

  • by Ram Wed Mar 25, 2009 via web

    Great insights.Integrated marketing is set to make its lasting mark and texting is a key part of the package

  • by Ettore Thu Mar 26, 2009 via web

    Interesting performance ofthe idea. How people shows the coupon discount received on mobile?

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