ANNIVERSARY CAMPAIGN

With costs of new guest acquisition on the rise, it was more important than ever to focus on customer loyalty and entice guests who have stayed at The Phoenician to come back.

Analytics
Evaluated past guest stay patterns to identify those who would be easiest to entice to stay with The Phoenician in the near future. Analyzed different forms of media that would resonate with past guests of The Phoenician.

Imagination
Direct marketing was targeted to guests who stayed within the past 12 months. A “Rediscovery” concept was created for the campaign to cause past guests to recall memories of their previous experiences at The Phoenician.

Results
The Phoenician realized 345 room nights, generating $223,623 in revenue.

The Phoenician, located on 250 acres of lush desert terrain at the base of Camelback Mountain, is owned and operated by Starwood Hotels & Resorts Worldwide as part of The Luxury Collection. The 654-room resort destination offers elegant accommodations, six restaurants, 27 holes of championship golf, 12 tennis courts, nine swimming pools, shopping and an extensive art collection.