Forbes Travel Guide and AAA award-winning resort turns to Knowland to proactively uncover new business and connect with meeting planners and prospects
ARLINGTON, Va. — April 29, 2021 — Today Knowland, the innovator of AI-powered group data analytics for hospitality, announced that Nemacolin has selected Knowland to give its sales team the leverage it needs to be more proactive and productive in uncovering meetings and events business through recovery.
As corporations begin to lift restrictions and pent-up demand for travel grows, resorts and luxury hotels are rebounding at a faster pace than other hotel segments – especially for meetings and events. To relay that trend into high-profit group business, Nemacolin needed to understand where to target its sales efforts and how to boost its brand awareness with those planners. Leveraging Knowland’s comprehensive historical database of actualized events, easy-to-use dashboard and targeted prospecting features, the resort will identify best match group business and fill its pipeline for the coming year.
• Increasing lead volume – In order to find and book new business, Nemacolin turned to Knowland for insights on where to target its sales team, specifically to identify prospects and reveal account booking history and preferences. With a focus on increasing the property’s lead volume, the resort was particularly interested in gaining an advantage over its competition through targeted outreach.
• Gaining intel beyond the comp set – In order to be more proactive, today’s sales teams must look beyond their hotel’s traditional comp set. Using Knowland, Nemacolin gains insight and easy access to detail such as who is booking their comp set and their market, or other competing destinations. These trends reveal new target industries and accounts, expanding the overall target market for the luxury resort.
• Expanding Nemocolin brand awareness with the best fit accounts – With Knowland’s proprietary algorithm, Nemacolin’s profile is matched against a robust database of account attributes and behaviors to determine the accounts most likely to book the hotel. With best match accounts and verified planner contact data, sales teams can target new prospects efficiently, quickly and leverage this insight to conduct informed, brand-building sales calls and connect with the right decision maker.
Chris Sessions, director of sales, Nemacolin said: “As we work towards recovery, we knew we would need to continue to evolve our sales strategy by tapping into a new set of prospects. That means we couldn’t sit around and wait for business to come to us. With Knowland, our team gained the insight and tools they needed to take a more proactive, hunter-style approach to sales – and the results are proof that prospecting works.”
Patricia Shea, vice president, sales, Knowland, said: “We couldn’t be more pleased to have the world class Nemacolin resort join the Knowland family. As trend setters, they understand today, more than ever, investing in a relationship-based sales pipeline is a high value asset. We look forward to helping Chris and his team continue on the road to even greater profitability.”
