SAS helps Umstead Hotel and Spa create “golden record” to make customers’ experience sparkle
Umstead confirms five-star treatment with SAS® Master Data Management
Customers expect a five-star experience at a five-star hotel. To meet their guests’ highest expectations, The Umstead Hotel and Spa in Cary, NC, has implemented SAS® Master Data Management (MDM). With SAS, The Umstead’s staff can immediately call up accurate customer profiles that help them deliver superior service.
The Umstead creates a “golden record” for each guest by merging all databases, including Opera (hotel reservations), SpaSoft (spa services) and OpenTable (restaurant reservations). The data integration and data quality initiative reduced duplicate entries by a stunning 52 percent, streamlining the process for hotel staff.
“When a customer walks through our doors, we want all the information – their preferences, past stays and reservations – at our fingertips,” said George Viall, Director of Revenue Management at The Umstead. “With SAS Master Data Management, we can know that a customer likes to play a round of golf during most visits, followed by a massage at the spa and a cocktail in the lounge. We can not only anticipate that customer’s needs, but also suggest additional services and amenities that might make his or her stay even better.”
Next, The Umstead plans to implement SAS Visual Analytics to increase revenue per guest. The software will enable cross-selling with the reservation tool and targeted marketing, basing recommendations on past hotel stays. SAS Visual Analytics will integrate with the hotel’s “milestone” program, which enables guests to earn amenities with each stay.
The Umstead will benefit from recent enhancements to SAS Master Data Management:
- Source-system synchronization increases control over how data is prepared, managed, loaded and synchronized; creating the best view of a customer with improved cross-field matching.
- Integrated reporting and improved visualizations provide more insight into data quality and hub health to visualize and track meaningful relationships.
- Improved governance and policy enforcement lets The Umstead easily manage who can view and edit data.
“The Umstead is using SAS Master Data Management in a cloud-based, hosted environment, which is faster to implement and easier to scale,” said Matthew Magne, Global Product Marketing Manager for Data Management at SAS. “The instant access to customer information helps The Umstead better serve its guests and increase revenue.”
Learn more about big data and SAS Master Data Management: sas.com/en_us/whitepapers/big-data-governance-mdm-106225.html.
About The Umstead Hotel and Spa
The Umstead Hotel and Spa was conceived and built with the muses of art and nature when it opened its doors in 2007. These inspirations paired with impeccable, sincere service make for an exquisite hideaway that will comfort and rejuvenate. Everything – from the naturally landscaped grounds to the Chihuly glass sculpture, our locally sourced cuisine to our botanically infused Umstead Spa products – is designed to stir the senses and inspire.
Centrally located within the heart of the Triangle area, The Umstead's location offers convenience, privacy and access to the region’s abundant corporate offices, universities and cultural attractions in Raleigh, Durham and Chapel Hill.
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