From Concierge to CEO: A hybrid approach to segmentation that brings ‘guest missions’ to life

Warner Leisure Hotels, a hospitality brand, launched a campaign in the UK to understand why guests booked specific breaks.

Summary

Personalised guest service experiences are part of the recipe for success for Warner Leisure Hotels. This hospitality group enjoy a loyal, established customer base. But there was a need and desire to know more about guests and reflect the personalisation these guests appreciate on-site in the marketing and communications they receive off-site; keeping them loyal, facilitating additional sales and helping on-site teams maintain exceptional service delivery.

In conjunction with data science consultants, Realise Unlimited, Warner's team recognised the virtue of bringing together advanced data analytics with market research – two functions that are famously siloed across brands globally.

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