Recently The New York Palace hotel underwent a thorough transformation from a historic Madison Avenue gem to Midtown’s premier modern hotel. To prepare for its reveal and to take personalized luxury service to even higher levels, property owner Northwood Investors Inc. turned to the industry's premier Email Service Provider and pioneer of Hotel Marketing Automation, ZDirect. Equipped with a single platform for electronic communications, customer-relationship management and data intelligence, The New York Palace hotel is putting its new face forward via ZMail®.
"Prior to Z-Direct, we were utilizing our property-management system’s standard transactional e-letter format to communicate electronically with guests and prospects," said Stephen Gordon, vice president, eCommerce, Northwood Hospitality LLC, (a subsidiary of Northwood Investors). "The canned letters from our reservations system were not in HTML; they lacked color, images and branding, and were not personalized enough to truly reflect our brand and the level of luxury service The New York Palace is known for around the world.
"I knew that ZMail would immediately deliver results and greatly enhance our e-Communications effort," Gordon said. "ZMail offers easy-to-understand analytic tools that are included in its dashboard. This enables us to clearly see who we are reaching and if they are responding. Already ZMail has been extremely effective in promoting our outlets, such as our six new bars and restaurants, and in helping us differentiate between the two hotel accommodation offerings – The New York Palace main house and the Towers – each featuring separate branding and messaging to guests. Today, the in-house reservations team is customizing all communications, and our marketing team is tailoring guest messaging based on calendar- and event-driven based variables, such as arrival date and guest segment type. ZMail is the ideal tool for spreading the word that The New York Palace is reborn."
Tools for a Trending Hotel
Using a dynamic content engine, PMS integration, and the practice of Hospitality Marketing Automation, ZMail automatically sends intelligent and personalized confirmations, pre-arrival emails and post-departure emails with guest satisfaction surveys via email, mobile communication, SMS, social networks and more. Not only does ZMail enable hoteliers and marketers to learn about the real people behind every reservation, but Hotel Marketing Automation helps optimize resources. This process takes regular email marketing to new levels, not by eliminating traditional processes, but by enhancing them.
"With ZMail, The New York Palace hotel now has the tools it needs to really know its distinguished guests' every desire," said Caren de'Ath, ZDirect vice president of sales.
ZMail centralizes hotel data, creating the foundation for the hotel's marketing efforts. This gives The New York Palace a 360 degree view of guest booking data, stay preferences, and purchasing behavior. ZDirect then augments that with unstructured data, such as clickstream data, social media activity, and large public data sets. Using advanced analytics disciplines, such as predictive analysis and data mining, ZDirect crunches all the data and uncovers the hidden patterns and unknown correlations to help The New York Palace teams make sense of it all. This gives them a competitive advantage over Midtown Manhattan properties, more effective marketing, and ultimately increased revenue.
"We are delighted to be in business with this iconic, architectural standout in the heart of Midtown and we are honored that Steve Gordon introduced ZDirect to Northwood Hospitality," de'Ath said. "Today, Northwood Hospitality is spreading the word electronically that their historic hotel is now home to modern design elements, state-of-the-art technology, and stunning new aesthetic accents that match the shimmering city surrounding it. Travelers looking for exclusive and amenity-graced accommodations are drawn to -- and appreciate -- the personalized communications coming from The New York Palace by way of ZMail. From the Towers (41st floor and up) to the stunning new lobby space and the array of new dining and nightlife options, the newly renovated property is something to behold, enjoy and embrace, and ZDirect is proud to be a part of it."
Based in Hallandale Beach, Florida, ZDirect, an Enterprise Email Service Provider (ESP) for the Hospitality Industry, is a leading provider of electronic customer relationship management solutions for the hospitality industry. The maintenance of a single guest profile is essential for an effective eCRM strategy. With the Dynamic Content Engine and PMS integration, ZMail® automatically sends intelligent and personalized confirmations, pre-arrival emails and post-departure emails with guest satisfaction surveys via email, mobile communication, SMS, social networks and more. Learn about the real people behind every reservation. Let ZDirect help you convert your prospects to customers and your customers to loyal customers. Real People. Real Profiles. Real Results.
About The New York Palace
The New York Palace, a luxury midtown hotel on the corner of 50th & Madison, recently completed a $140 million redesign in the fall of 2013. The renovation transformed the property’s premier rooms and suites in The Towers, a hotel-within-a-hotel. Additional upgrades included new lobbies, specialty suites and six new restaurants and bars – two of which are helmed by renowned Chef Michel Richard. With 909 rooms and suites, The Palace is known for unparalleled splendor, spectacular views, spacious rooms and exquisite service. Located across the street from St. Patrick’s Cathedral and only steps from Rockefeller Center -- the hotel’s world-renowned courtyard incorporates motifs from several 15th-century Italian cathedrals and has served as the entranceway to the historic Villard Mansion since 1882. The New York Palace gracefully blends the landmark Villard Mansion with a contemporary 55-story tower. Guests can reserve accommodations online at www.newyorkpalace.com or contact reservations at 1-800-NY-PALACE (1-800-697-2522).