Case Study: ONYX Hospitality Group achieves 8x ROI and significant upsell revenue with Cendyn

The best of CRM and upselling, combined

ONYX Hospitality Group, which operates the Amari, Shama, OZO and Saffron Collection hotels across APAC, wanted to scale and personalise its upselling while better understanding guest behaviour across a large, diverse portfolio. To do this they looked to integrate upsell data from Oaky with their existing Cendyn eInsight CRM so they could enrich guest profiles and drive targeted pre‑stay offers without overwhelming guests.

Cendyn worked with ONYX to integrate Oaky into the einsight platform, embedding personalised upsell emails and automated campaign journeys directly into CRM sequences while controlling frequency and consent. The combined solution drove strong, measurable results: average ROI of 8x, an email open rate of 83.57%, $53.29 incremental revenue per email at Amari Havodda Maldives, about $20K in room-upgrade revenue at Amari Watergate Bangkok (H2 2019), doubled open/click rates across email communications and a three‑fold increase in direct bookings—demonstrating the tangible impact of the Cendyn integration.

ONYX Hospitality Group

Chetan Patel

Vice President Digital & CRM