SAS
305 Case Studies
Case Study: The Umstead Hotel and Spa achieves unified guest profiles and anticipatory service with SAS Data Management
A SAS Case Study
The Umstead Hotel and Spa provides five-star service with SAS® Data Management
The Umstead Hotel and Spa, a Forbes Five-Star luxury property in Cary, NC, needed to deliver highly personalized, anticipatory service to strengthen guest relationships. Staff faced fragmented guest data across separate reservations (Opera), spa (SpaSoft) and dining (OpenTable) systems, making it hard to create a unified view of each guest and act quickly during interactions.
Using SAS Data Management to cleanse and merge those systems into a single “golden record” and web-based dashboard, The Umstead gave front-line staff immediate access to complete guest profiles. The integration cut duplicate profiles by 52%, revealed new marketing opportunities and enabled more targeted, anticipatory service that drives repeat stays and stronger guest loyalty.
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The Umstead Hotel and Spa
George Viall
Director of Revenue Management