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Barceló has seen a “huge
improvement” in attrition rates since it installed Retention Management
ian charlton
leisure cluster club manager, barcelo uk
software: retention management
Barceló UK is a Spanish-owned hotel group with 21 four-star hotels across the UK. Its 13 spas are complemented by 18 health and leisure facilities including squash and tennis courts, indoor and outdoor pools, studio fitness classes and golf facilities.
favourite software feature
The most useful aspect of Retention Management is its flexibility – we’re able to tailor the contents of any email to include our own message. For example, if we were running an open weekend, we could ensure this was referenced in all emails sent out during the previous week. It’s very quick and easy to set this up using a simple dashboard.
results achieved
The results have exceeded our expectations. Feedback has been very positive, with members actually waiting to receive their weekly advice and contact direct from the club manager. We have one site in particular where
we’ve seen a huge improvement in attrition rates. During the fi rst half of 2009, the site averaged an attrition rate of 4.5 per cent each month. However,
april 2010 © cybertrek 2010
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Barceló’s 21 UK hotels include 13 spas and 18 health and leisure facilities
six months after implementing the Retention Management system, the average monthly attrition rate is now 2.9 per cent – and still falling.
if I could change one thing…
I can’t ask for much more from the system. It allows us to create site-specific communications and reports back so we know which members are at risk.
www.healthclubmanagement.co.uk
healthclub@leisuremedia.com
kate cracknell
Read Health Club Management online healthclubmanagement.co.uk/digital 55
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