Dolce Hotels Mobilize Sales

A variety of mobile services reportedly are helping Dolce Hotels and Resorts to transform its sales process to drive more leads. The move reportedly came despite reluctance from execs at the conference hotel chain, who didn’t see mobile’s potential for a return on investment.

“Our execs weren’t allocating a budget because they didn’t see a potential for ROI,” Michael Goldrich, Dolce vice president of digital marketing and ecommerce, said Mobile Summit at eTail East 2014 in Philadelphia, as reported by Mobile Commerce Daily. “I kept saying it and they kept ignoring it.”

His persistence eventually led to internal and external tablet applications featuring simple designs and a strong use of photos, Goldrich said.

The team’s first project was a meeting planner tablet brochure, which Goldrich built himself in two weeks, without any extra funding from the company.

Early 2013, Goldrich’s team met with budget issues again, so it worked on its own, learning along the way that photos and simplicity were essential and mobile innovations must be easy to use, the publication reported, noting Dolce’s marketing team now fill rooms on the weekends using a variety of methods, such as by sending email blasts.

The team can distribute certain offers to customers interested in golf or the spa, but it avoids using push notifications and does not have the budget to experiment many techniques. Still, mobile applications have taken business endeavors to the another level, Goldrich reportedly said.