Case Study: APAC-based luxury hotel achieves centralized, deduped CRM and actionable guest insights with Cendyn

Cendyn helps luxury hotel brand cleanse, merge & dedupe CRM data

APAC- Based Hotel struggled with a fragmented central database of incomplete, duplicate and inconsistent guest records that left their Cendyn eInsight CRM under‑utilized and provided limited visibility for marketing and operations. The hotel engaged Cendyn (including Cendyn Professional Services) to centralize the CRM, improve data quality and make guest data actionable across its 28‑hotel portfolio.

Cendyn implemented a structured cleanse, merge and dedupe program—using MECE testing of business rules, dedicated Cendyn analysts and project management, GDPR remediation, gap analysis and weekly hotel reporting with a CRM score. The work produced clear gains: 20% of profiles merged/deduped, 21% archived for missing data, 46% cleansed/updated, a 75% lift in validated postal addresses, thousands of corrected country codes and doubled data‑append match rates, improving loyalty, reporting accuracy and targeted revenue opportunities.