How Can Online Communications Convey White-Glove Service? With Stunning Visuals, Personal Messages and Digital Alchemy
July 28, 2015 – The Sherry-Netherland is a Manhattan landmark and one of New York’s most respected luxury hotels. On property it delivers a refined presence and personalized white-glove service. Online it relies on Digital Alchemy hotel email services to convey the same personalized presence with a human touch. Digital Alchemy is the leading provider of hospitality Customer Relationship Management, guest communications and digital marketing for hotels.
“The Sherry-Netherland, known as ‘The Sherry’ to its guests, provides attractive, timely emails to guests that convey the property’s distinctive qualities,” says Kristina Kinet, The Sherry’s Rooms Division Manager. “We rely on Digital Alchemy email marketing for hotels to reach guests with communications that extend from room confirmation to post-stay feedback.”
Digital Alchemy lets guests know there are people behind the technology
The Sherry’s gracious ambiance touches guests before they even arrive. Thanks to Digital Alchemy’s Reservation Confirmations that include the reservation agent’s name, the hotel creates a personal connection from the first email. “Guests experience The Sherry’s refined approach seconds after their booking and throughout their stay,” said Kinet. “In addition to confirmations, Digital Alchemy provides us with Pre-Stay Marketing, Thank You Notes, and Guest Satisfaction Comment Cards. We rely on Digital Alchemy to help us show our guests who we are and how we can serve them.”
Kinet noted that a refined communications appearance is essential. “We do not have the marketing budget of The Plaza. We must engage guests with a visual presentation of our unique, luxurious qualities. But how do we get the word out? We use visual images. All our Digital Alchemy emails present visuals of what a guest can expect. Our COO is an artist and understands the importance of attractive, representative visual graphics.”
The Sherry implemented Digital Alchemy in 2008 because its service standards matched the property’s own Five-Star criteria. “It is essential that we communicate with The Sherry’s guests in a way that feels like they’re being touched by a person. Digital Alchemy handles our communications quickly and professionally in real time,” says Kinet. “If I need to update our email communication, Digital Alchemy does it immediately. I have the highest praise for them.”
The property’s team also wanted a way to have a full understanding of its guests’ experience at The Sherry-Netherland. Digital Alchemy’s online comment cards were the elegant solution. “In the past, only a tiny percentage of our guests filled out in-room cards,” says Kinet. “Now, Digital Alchemy’s online surveys give us excellent feedback and more opportunities to delight our guests. We receive an email message immediately after each guest completes a survey and we review it at once to refine our service and respond to any issues.” The Sherry’s managing director personally replies by email to each guest comment. “The slightest criticism elicits a personal phone call. Our guests are always pleased that their comments were taken very seriously. They are happy to know there are people behind the technology and that we honor their requests.”
Digital Alchemy provides dynamic 2-way mobile messaging on one integrated platform tailored for guests’ requests and feedback, satisfying guests with instant service while freeing up hotel staff.
Five-star elegance delivers the private comforts of home
The Sherry has an international reputation as a five-star enclave where guests can escape the typical New York hotel bustle. Vanderbilt-era friezes and marble mosaic floors grace an intimate lobby modeled after the Vatican library. Each room or suite is individually decorated by its owner within The Sherry’s high standards. Whether a room is occupied by a guest or resident, all receive the same amenities. These include 24/7 white-glove elevator and concierge service, housekeeping, and room service from the celebrated Harry Cipriani restaurant located off the hotel lobby.
“We offer guests the privacy of home,” explains Kinet. “Our guests arrive from the United States and around the world. Some have stayed with us since the 1970s. They return year after year for the residential feel. Every staff member is committed to guest service.” The Sherry’s gracious accommodations and service have earned it the #2 rank among New York City hotels on TripAdvisor.
