RL - Entertainment

Leisure resort group serves up loyalty-driving experiences

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axway.com Copyright © Axway 2022. All Rights Reserved. | axway_CS_leisure_resort_group_en_012822 Start here Want to create customer experiences that build brand loyalty? The group knew that achieving its customer experience goals would demand tight integration between numerous back-end systems, including its hotel, casino and restaurant management platforms. To reduce the cost and complexity of building, managing and maintaining these data integrations, it decided to embrace an API-first approach, powered by Amplify API Management Platform, deployed in the Axway Cloud. "We wanted to focus on developing value-added services for the business, and moving to the Axway Cloud frees up resources that we would otherwise need to allocate to management and maintenance activities," confirms the spokesperson. Frictionless journeys boost conversion Working in partnership with its line-of-business leaders, the group developed APIs to integrate its hotel, restaurant and events bookings systems with its digital properties, including a redesigned responsive mobile site. Today, the group offers every digital visitor the opportunity to book online — fostering deeper customer engagement, inspiring higher conversion rates and driving up revenues. Higher levels of integration between the organization's hospitality, dining, nightlife, entertainment and gaming businesses have also allowed the company to implement a group-wide loyalty program, helping to build long-term customer relationships. Although its digital transformation journey is just beginning, the group is measuring significant benefits to its bottom line. Around 33 percent of all hotel bookings are now made on the company's API-driven mobile sites, and 80 percent of net-new VIP-customer revenues are attributed to API-enabled digital channels. In just four months, the group achieved a full return on its investment in the Amplify platform. Building partnerships, driving growth Based on the success of the first phase of its digital transformation, the group is already planning for the future. The company is exploring innovative ways to drive greater engagement from members enjoying its gaming properties — for example, by developing a virtual concierge app to help VIP customers personalize their trips. The group is also developing an app to assist gaming visitors in getting the most out of their visit, including automated notifications when their preferred games and tables open. The spokesperson concludes: "With the Amplify platform helping us to deliver seamless booking experiences online and on mobile, we are in a stronger position than ever to attract new customers and foster their long-term loyalty." With the Amplify platform helping us to deliver seamless booking experiences online and on mobile, we are in a stronger position than ever to attract new customers and foster their long-term loyalty. Spokesperson, leisure resort group By deploying the Amplify platform in the Axway Cloud, the group gains the peace of mind of a fully managed solution. The spokesperson says: "We used to have to manage servers and raise tickets, but all of that work has disappeared. Now we have an API platform, the underlying technology fades into the background."

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