Member Article

Award-winning hotel boosts conference bookings through on-hold marketing

Casa Hotel has achieved a significant increase in bookings for its conference and events facilities by developing an innovative use for its telephone system.

The independent four-star venue, based in Chesterfield, boosted sales by implementing on-hold marketing - targeted audio messages that are played to callers whenever they are put on hold or transferred.

Casa employed PH Media Group to create an audio brand for the hotel comprising voice and music that were created to reflect the company’s distinct, modern brand.

Casa Hotel was named fourth best hotel in the UK in Trip Advisor’s 2013 Travellers’ Choice Awards and has used on-hold marketing to reinforce its forward-thinking approach.

“We thought the use of on-hold marketing would increase awareness of our purpose built conference facilities and I can confidently say that it has,” said Hannah Sutherland, Sales Manager, Casa Hotel.

“Seven of our 11 conference suites are located on the sixth floor of the hotel and regular guests wouldn’t know they existed. Through on-hold marketing, we can advertise the high spec facilities and which suite would be most suitable to each business guest alike.”

“Customers enjoy listening to our on hold-marketing, from details of our two AA Rosette restaurant to what each luxury suite has to offer and they will not experience on-hold marketing from any of our competitors. We feel this gives us a bit of an edge and our modern and contemporary approach is evident throughout the hotel. “

Casa Hotel has 100 bedrooms, conferencing facilities for 2 to 280 delegates, Cocina Restaurant that has been awarded two AA Rosettes and Barca Bar, a modern bar to relax and unwind in.

In order to reflect this emphasis on cutting-edge quality, PH Media Group created music and voice designed to be perceived as modern, professional and dynamic.

The messages provide detailed information about the hotel’s variety of facilities, particularly its conferencing facilities, in order to create an opportunity for up-selling and cross-selling services. They are also changed and updated on a regular basis to reflect seasonal promotions and offers.

These messages are also proven to reduce perceived waiting time, while keeping customers engaged and entertained while they are waiting for their enquiry to be handled.

Hannah added: “With a sound understanding of our business ethos, PH Media was very quick to recommend the most suitable music and voice for our on-hold marketing.

“We always thought Max Beesley was the voice of Casa Hotel, that’s how we imagined it. So when it came to finding the voice of our company, PH Media Group we able to identify a gravelly, husky voice to show we’re a dynamic and modern brand.

“The messages were an ideal match for our brand and Casa Hotel has certainly benefitted from on-hold marketing.”

This was posted in Bdaily's Members' News section by James Thornton .