Case Study: Treasury on Collins Apartment Hotel drives more direct bookings and revenue with Cendyn’s Guestfolio CRM

How Treasury on Collins used CRM to drive direct bookings

Treasury on Collins Apartment Hotel, a heritage boutique apartment hotel in central Melbourne, faced scattered guest data, low direct-booking share and a need to personalize the guest journey. To consolidate their information and drive direct bookings, the property turned to Cendyn and its Guestfolio CRM to integrate with their PMS and enable targeted marketing.

Cendyn’s Guestfolio CRM centralized guest data and powered segmentation, pre-arrival upsell emails, a mobile concierge, post-stay surveys and TripAdvisor integration. Within 12 months Treasury on Collins saw a massive shift to direct bookings, reduced commission costs, increased upsell revenue and an “incredible” ROI — including a consistent top‑5 ranking among 162 Melbourne hotels on TripAdvisor.

Treasury on Collins Apartment Hotel

Quynh Nguyen

Direct Marketing Specialist at Treasury on Collins