RL - Entertainment

Leisure resort group serves up loyalty-driving experiences

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axway.com CUSTOMER CASE STUDY axway.com INDUSTRY Media and Entertainment GEOGRAPHY Asia Pacific CHALLENGE This leisure resort group aims to boost gaming visitation from local, domestic and international markets. To achieve its goal, the group aimed to deliver fast, frictionless booking experiences on the digital channel. SOLUTION Axway Amplify API Management Platform RESULTS • 80% of net-new VIP revenues come from API-enabled channels • 33% of hotel bookings now made on API-driven mobile sites • 4 months to achieve a full return on investment Leisure resort group serves up loyalty-driving experiences Enabling frictionless services with an API-first approach This leisure resort group is a leader in hospitality, dining, nightlife, entertainment and gaming, owning and operating a portfolio of properties in the Asia Pacific region. Over the last decade, use of mobile devices has exploded — and today's consumers increasingly prefer to research, compare and book vacations and entertainment from their connected devices. Any friction in the digital experience heightens the risks of digital visitors abandoning their journeys. As a result, it has never been more important for enterprises such as the leisure resort group to offer a seamless path from browsing to booking. In the past, the group relied on multiple different systems and processes for reservations at each of its properties, which made it difficult to ensure a consistent, high-quality digital experience. Crucially, only a few of the group's websites were integrated with the hospitality management systems in use across its dining, entertainment and gaming businesses — preventing some visitors from placing bookings online and on mobile devices. To solve the challenge, the group decided to reimagine its digital channel with the customer experience at the center. The goal was to offer a frictionless journey for every online visitor, empowering prospects to move seamlessly from exploring the group's offerings to booking a trip. A spokesperson for the group explains: "In addition to enhancing the look- and-feel of our desktop and mobile experiences, we wanted to ensure that we were removing as much friction from the journey as possible. As a first step, we engaged with our lines of business to understand the content and capabilities they wanted to serve up to our customers, and translate these ideas into concrete customer journeys."

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