Relais & Châteaux

Success Story: Relais & Châteaux

From a simple data model to a multi-table datamart: how can data management be optimised?

The client

Operating in 63 countries, Relais & Châteaux comprises more than 580 exceptional hotels and restaurants run by independent owners committed to providing their guests with a unique hospitality experience.  The brand targets an international leisure clientele, with the core target audience having an average age of 48. The brand must manage numerous markets with offers and content tailored to consumers (language of communication, targeted messages, etc.). The database is segmented into three groups: B2C customers, travel agencies and corporate clients.

The objective

Relais & Châteaux wished to reach its various target audiences through mass campaigns segmented by geographical criteria, with content tailored to each market. In the medium term, the brand’s relationship marketing strategy aimed to become more sophisticated and comprehensive.

The context

Actito was chosen as it was seen as a user-friendly solution offering compartmentalised databases and libraries of approved templates, tailored to the brand’s communications according to language and target audience. Actito’s adaptability and high-quality support enabled Relais & Châteaux’s marketing strategy to reach new heights.

The solution

For example, the brand launched a new customer loyalty programme, ‘Les Amis de Relais & Châteaux’, which is based on personalising the customer journey and sharing customer insights across properties. This programme compiles consumers’ preferences into a comprehensive ‘customer profile’ that can be sent to the establishment where the visitor will be staying, thereby ensuring a 100% personalised experience tailored to their expectations. Before their stay, guests receive a ‘Travel Journal’ featuring all the multimedia content likely to pique their curiosity: sightseeing tips, a travel playlist, and recommendations for books or films to enjoy before their stay… This programme required the expansion of the Relais & Châteaux database, and therefore the implementation of a multi-table data model capable of facilitating the deployment of email triggers such as the welcome sequence following a referral, or a personalised invitation to join the community loyalty programme…

The result

• A more detailed understanding of customers, enabling more targeted, automated and effective communication
• A new loyalty programme that strengthens and maintains high-quality customer relationships
• Better overall activation of the Relais & Châteaux database

Watch their success story on video

With Marina Chabaudie, CRM Project Manager at Relais & Châteaux