QHA Review January 2018

INSIGHTS
Keeping them coming back is the real prize. Future
proofing the business to keep it relevant in a growing
market is a top priority.
“Nurturing the relationships we have in place is
paramount, and is complemented by keeping up
with trends in the digital space,” he says. “With the
challenge of keeping users engaged, the hotel is
heavily invested in researching the future of automation
and even integrating artificial intelligence on
our websites.”
While the imperative is to “watch this space” in regard
to the online arena, communicating effectively with
in-house guests, visitors and diners is still a major
component of the Rydges South Bank’s marketing
strategy. At any one time, says Callum, the number
of people in the whole venue can number in
the thousands.
“Therefore, it is a huge and captured audience for us.
We ensure that all customer touch-points are covered
when promoting any offerings.”
The task of enticing those whose hearts “literally
skipped a beat” on their last stay to keep coming back
is becoming increasingly complex. But it’s a challenge
Callum and his team enthusiastically embrace.
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