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Digitising a resort through cloud, social media and virtual reality

38678 Santa Cruz de Tenerife Santa Cruz de Tenerife
Spain
Pearly Grey

Challenge

  • Improve efficiency and lower operation costs
  • Communicate and entice
  • Brand awareness

Benefit

  • Improved efficiency and better value for money
  • More tailored client products
  • Improved perception of the Pearly Grey brand by clients and partners

By having a digital culture within the company, Pearly Grey is now able to adapt and evolve much quicker to market changes and opportunities. The digital solutions applied have resulted in better customer experiences. The digitalisation process is still ongoing and is combined with continuous learning and the encouragement of creative feedback and contributions from employees.

Pearly Grey has been able to build up a digital community with its clients and now owns the relationship with the guest as opposed to an OTA. This has made significant information about the resort available for its customers and potential customers. The use of digital tools has equally given Pearly Grey more knowledge about their client-base and thereby provided better sales and marketing opportunities.

The Challenge

Timeshare provides the space and luxury of a resort with a self-catering apartment and the ability for clients to exchange for similar accommodations in desirable destinations all over the world. The timesharing sector has faced challenges with misuse and abuses, which had a negative impact in this sector. It has resulted in actions aimed to regain the trust and confidence of future clients, while keeping highest quality and service standards and increasing value for current owners.

The Solution

For Pearly Grey, the digital transformation has involved a number of inter-connected activities in order to deliver better value for money for its clients. The activities include the digitisation of the reservation system and the annual maintenance payments, and the migration of all documentation, including management and invoicing to the cloud. Pearly Grey embraces digital communication and social networks to communicate with clients and also among workers.

Moreover, it has implemented big data-based solutions, with an eye to better assess customer attitudes towards the provided tourist products. Based on an analysis of social media and web communication, the tools produce statistics and reports supporting the resort’s management in making decisions. The company has been digitising rooms by providing room equipment and devices, e.g. to control lighting and to reduce energy. The company has further geolocalised its installations and set up virtualised rooms and spaces, helping clients to share experiences. Lastly, weekly training programmes are organised for all personnel, in order to support the creation of a digital culture at the resort.

Implementation Process

The first steps taken towards digitizing processes in Pearly Grey were focused on basic infrastructures, such as appropriate telecommunications, including DSL and WiFi throughout the complex, mail servers and file servers, along with corporate and commercial website and blogs. Overall, as part of the implementation process, there has been an emphasis on engaging with existing and potential clients over social media and to encourage online posts about the resort, to build up positive long-term relationships.

An educational plan has also been put in place, in order to support staff in taking advantage of the integrated digital technologies. Weekly training programmes are targeting all staff, including owners, managers, workers maintenance and cleaning service etc. Constant innovation, active listening, digital culture and research attitude are encouraged for all levels of management and staff. This has led to a number of recent technology adoptions, including mobility solutions for internal processes and guest communications.

In addition, Pearly Grey has introduced projects based on virtual reality, such as the Google virtual tour of the facilities, followed by a customized virtual experience on the web, and more recently, a virtual reality app for immersive first person experiences through VR Goggles.

Business Case

By having a digital culture within the company, Pearly Grey is now able to adapt and evolve much quicker to market changes and opportunities. The digital process is ongoing in Pearly Grey and it is running a programme of continuous learning and it encourages creative response from employees.

The Results and Benefits

Pearly Grey has been able to build up a digital community with its clients and now owns the relationship with the guest as opposed to an OTA. This has made significant information about the resort available for its customers and potential customers. The use of digital tools has equally given Pearly Grey more knowledge about their client-base and thereby provided better sales and marketing opportunities.

Further information
www.pearlygrey.com

Sources
www.pearlygrey.com/the-resort/virtual-tour