Sircle Collection drives a 37% increase in booking revenue and streamlines operational performance with Cendyn CRM
THE CHALLENGE
Sircle Collection was looking for a comprehensive CRM solution that could centralize guest data, enable interdepartmental use, and provide the tools for data-driven decision-making across various parts of the organization.
Due to the many activities performed by the different teams, this variety of tasks presented a challenge when looking to orchestrate them under a one single system that could fit their needs.
Without the ability to leverage guest data across departments, Sircle was missing out on critical opportunities to enhance guest experiences and drive revenue.
THE SOLUTION
To address these challenges, Sircle Collection implemented Cendyn CRM. The solution enabled the seamless integration of their PMS system with Cendyn, creating a unified data platform that allowed them to manage guest data effectively across all departments.
This integration not only improved how data was managed but also empowered the front desk, guest services, and revenue management teams to collaborate more effectively. With enhanced access to real-time, accurate data, these teams were able to improve guest interactions, upsell services, and streamline operations. As a direct result of this empowered approach and improved data flow, Sircle expanded its information-gathering capabilities, leading to an impressive 95% increase in unique profiles in their database over just two years.
Building on this success, Sircle is now shifting its focus towards driving performance by leveraging Cendyn CRM as a central tool for revenue growth. With a robust and enriched database, the hotel can capitalize on upselling opportunities, deliver more personalized guest experiences, and drive loyalty initiatives. The continued growth of Sircle Club, the hotel’s loyalty program, underscores the value of this personalized approach, with year-over-year increases that directly enhance guest lifetime value and contribute to revenue growth.
What makes Cendyn different is their openness to explore and willingness to adjust to Sircle’s needs. The two-way connection between our PMS and Cendyn CRM was crucial, allowing us to generate revenue, upsell, focus on loyalty, and serve our guests better. Now, we are looking to expand our CRM connections to an even more active use of our data, and Cendyn is the right partner for us to move together on that direction.
THE RESULTS
Sircle collection experienced notable results after implementing Cendyn CRM:
· 95% increase in valid and unique new profiles acquired within just two years, boosting the hotel’s ability to gather and leverage guest data.
· 13.5% year-over-year increase in email open rates, reaching an average of 44.7%. This higher engagement has strengthened communication efforts and guest relationships.
· 202% year-over-year surge in direct bookings in 2023
· 73% year-over-year growth in the ‘Sircle Club’ loyalty program, contributing to increased guest retention and loyalty.
Sircle Collection
About
Sircle Collection started in 2011 and quickly grew to be a collection of various creative hospitality brands and properties across Europe’s most inspiring neighborhoods. With everything they do—hotels, restaurants, design concept stores, properties and more—they show their passion about creating surprising and special experiences for their guests.
