Wi-Fi solutions provider Xirrus in partnership with ISS and UCOPIA Communications have upgraded the Wi-Fi infrastructure and introduced a guest management capability to provide tailored promotional offers on-site at Celtic Manor, a five-star golf, spa and leisure resort in South Wales.
With over a million visitors a year and voted ‘Best UK Hotel’ at the M&IT Industry Awards for four years running, Celtic Manor is the site for the planned new Wales International Convention Centre, scheduled to open in 2018.
The Manor upgraded its Wi-Fi infrastructure for the new exhibition and conferencing centre and also wanted to utilise the wireless network for the rest of the resort to better understand the needs of its guests and provide more personalised engagement.
Celtic Manor deployed Xirrus access points and introduced a guest management platform from UCOPIA, to provide the resort with full visibility, capture and management of users across the network. The deployment was managed through solutions partner ISS, which specialises in providing user engagement applications via its customisable App platform.
Russell Phillips, Vice-President of Facilities and Development at Celtic Manor, said: “Celtic Manor prides itself on providing guests with the most luxurious experience possible and wireless is playing an important role in this. As part of our vision to provide this first-class personal experience, we wanted to leverage our Wi-Fi capability to better understand and meet the needs and desires of our customers.
“Xirrus has unrivalled heritage in delivering wireless capability in high-density exhibition centre environments and, combined with the outstanding functionality provided by the UCOPIA management controllers, we now have much greater control of our wireless network.
“We can easily capture user data, better understand their behaviour and provide them with more compelling content, such as dining offers or training classes.”
“In today’s mobile first world, it’s no longer enough for hotels and resorts to just provide their guests with free Wi-Fi,” said Shane Buckley, CEO of Xirrus. “Wireless provides them with the ability to tap into a wealth of behavioural insights that will help them better meet their visitors’ needs and ultimately increase the likelihood that they’ll become loyal customers.”
With better quality user information provided by UCOPIA over the Xirrus network, Celtic Manor will also be able to provide targeted promotions and post them on the guest portal, or send them via text or email to guests while they’re on site.
Celtic Manor is able to set different user profiles for staff, guests and contractors, meaning they can provide exhibition partners with tailored functionality depending on the nature of the event.
“We will also be able to track the success of our promotional offers, for example by monitoring the uptake of specific spa deals or tracking the length of time that guests spend on specific content,” said Phillips. “This will provide us with an effective way to measure return on investment and enable us to monetise the Wi-Fi via additional revenue opportunities for the resort and our partners.”
Pete Renson, managing director of ISS, said: “We’re seeing growing demand for technologies that enable public venues to deliver more engaging visitor experiences. Whether it be luxury resorts such as Celtic Manor, sports stadiums or concert venues, these organisations are all looking at ways to make their venues as attractive as possible, and Wi-Fi is the enabler.”
Due to the success of the deployment, Celtic Manor is working with ISS to extend the wireless capability across the entire resort and deliver more innovative solutions to increase customer engagement.
“The heart of the fast-moving mobility landscape lies in data collection and the business-changing analytics that can be drawn from it. Celtic Manor is staying ahead of the game by implementing the winning combination of UCOPIA, Xirrus and ISS technologies,” said Didier Plateau, CEO of UCOPIA.