The first end-to-end analytics
for a chain of family resorts
A chain of 4–5 star resorts with ultra all inclusive format. Each hotel has its own advertising, its own website, its own managers — but no one saw the big picture. We implemented unified analytics and automated marketing.
star level of resorts
all inclusive format
systems integrated
end-to-end dashboard in the chain
How it was before us
Premium resorts — but marketing was done manually and blindly
No unified analytics
Each hotel calculated its indicators in its own way. It was impossible to compare the effectiveness between properties. Management made decisions based on feelings.
CRM without automation
Bitrix24 was installed, but worked like a notebook. No sales funnels, no automated tasks, no integration with other systems.
PMS is isolated
1C-Hotel stored data on bookings and guests, but this data did not go to CRM or analytics. Marketing did not see real sales.
Advertising without analytics
Search, target, media advertising — budgets were spent, but no one could say for sure which channel brought a specific booking.
Guest database is not used
Thousands of guests came every season, but their data just sat there. No segmentation, no personalized offers, no automated emails.
Sites and forms are not optimized
Booking forms are long and inconvenient. The customer's journey from viewing to payment is too complicated — conversion suffered
What we implemented
This was the very first project with end-to-end analytics in our practice — and it set the standard for all subsequent ones
First end-to-end analytics
Power BI + Calltouch + Bitrix24 + Google Analytics + 1C-Hotel. For the first time, all data on advertising, calls, bookings and revenue are in one dashboard. Control of CPL, CPA, CR and ROMI
CRM and business process setup
We restructured Bitrix24: sales funnels for each direction, automatic lead distribution, tasks for managers, lead handling control. CRM became a working tool, not a notebook
Integration with 1C-Hotel
We linked the PMS with CRM and analytics. Data on bookings, check-ins and revenue automatically go to the dashboard. Marketing finally sees what leads turn into
Call tracking system
Calltouch links each call to an advertising source. The manager sees the guest's history. Management knows how much a call from each channel costs
Digital strategy
We developed a media plan taking into account seasonality. Pay-per-click, targeted, RTB and display advertising, SEO, email marketing. A/B testing of creatives to optimize the budget
Website and form optimization
We shortened the path from viewing to booking. We simplified the forms, removed unnecessary steps, optimized for mobile. The booking conversion rate increased
RFM segmentation of the guest base
We divided all guests by frequency of visits, recency and check amount. Each segment has its own offer: VIP guests get early access to promotions, 'dormant' guests get motivation to return
Automatic communications
We set up email and messenger mailing chains: greeting after a visit, reminder about the season, personal offers. Everything works automatically based on triggers
Lead handling standards
Together with the sales department, we introduced unified lead handling standards. Analytical reporting for each manager shows how they handle incoming leads
What has changed
Unified analytics for the entire network
For the first time, management sees all hotels on one dashboard: occupancy, revenue, customer cost, channel effectiveness. Decisions are based on numbers
Increased conversion and sales
Optimization of websites, booking forms and advertising campaigns based on analytics data. More visitors complete the payment process
Budget efficiency
Reallocation of the advertising budget based on real conversion data. Every ruble works for results, not spent blindly
Automation of routine tasks
CRM itself manages leads through the funnel, sets tasks, and sends reminders. Managers focus on sales, not on moving data between systems.
Guest return
Personalized segmented mailings work all year round. Guests receive relevant offers and book again.
Foundation for growth
This system was the first in our practice and set the standard. Everything we later did for Miracleon and Grand Hotel Anapa grew out of this project.
Data exists, but no one sees it?
We know how to connect CRM, PMS, advertising, and analytics into a single dashboard. Tell us about your business — we'll show you how to connect everything.