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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,

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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

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