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Hill Goodridge Associates grows club membership by 222%

Headquartered in London, and with operations in New York and Singapore, Hill Goodridge Associates Ltd. provides marketing services for more than 520 independently owned luxury hotels under its 'Small Luxury Hotels of the World' (SLH) brand. When customers make a reservation, either through a travel agency or directly via the company's website, SLH offers them the opportunity to join 'The Club of Small Luxury Hotels of the World'.

Hill Goodridge Associates wanted to use The Club of SLH to grow its customer base and drive greater customer loyalty. To achieve this, the company needed to gain deeper insights into customer behaviour, and use these insights to develop and deliver compelling promotions to the relevant club members.

As Jack Wheatley, Head of IS Services at Small Luxury Hotels of the World, explains, "In the past, we relied heavily on manual processes to manage more than 70,000 club members, which reduced our ability to understand their individual needs and tailor our marketing campaigns accordingly – especially for direct marketing.

"Previously, it was only practicable to send direct marketing emails to our entire list of club members. Because there was no way to ensure that our emails would be relevant to all customers, it was extremely difficult to develop effective campaigns."

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