Enjovia & Celtic Manor Resort

The Celtic Manor Resort has more than tripled its gift experience sales since switching providers to Newport based technology company Enjovia.

Enjovia has introduced easier usability, flexibility, promotional functionality and added value features to help Celtic Manor’s voucher sales expand from £700,000 with another provider in 2015 to £2.3m in 2018.

About Celtic Manor Resort

Home of The 2010 Ryder Cup and host venue of the NATO Summit 2014, the five-star Celtic Manor Resort is set in more than 2,000 acres of panoramic parkland at the gateway to Wales. With four hotels – a 330-room luxury Resort Hotel, an historic 19th century Manor House with 70 rooms, the 148-room Coldra Court and the Newbridge on Usk country inn with six bedrooms – a large convention centre, two exceptional spas, two state-of-the-art health clubs, fishing, adventure golf, a treetop high ropes course and tennis courts, the Celtic Manor Resort provides a complete experience for business, leisure and golf travellers. In 2014, the Resort opened 10 new Hunter Lodges to offer a luxurious self-catering option to guests.

Problem

Ian Edwards, CEO of the Celtic Manor resort was frustrated by limitations of their previous system impeding their ability to execute their ideal growth strategies. Their previous supplier outsourced all software development and had near monopolised the UK market. This meant long response times and an extremely slow pace of requested and new features. ‘The limited tools we had to work with were limiting our potential’ says Ian.

On top of the limited tool set, this supplier, like many others, kept hold of all revenue generated by their system, releasing it later on their own terms. For any business, having control of the revenue generated by your own sales is critical. This is especially true in the luxury gift voucher market, where gift vouchers are not sold at cheap prices but at full cost.

Solution

Ian required a system that would grow with the business; the Celtic Manor’s extensive specifications eliminated all the existing vendors on the market. This wouldn’t slow Ian down, with the Celtic Manor being fortunate enough to access other technology options through its owner Sir Terry Matthews, a tech billionaire.

In collaboration with Welsh Government and several private philanthropists, Sir Terry set up a charity called the Alacrity Foundation. The Alacrity Foundation is a unique educational charity. Their charitable mission is to mentor and train graduates to create the next generation of hi-tech companies based in Wales. One of the unique characteristics of the foundation is their demand driven model. The Foundation challenges their graduates to solve a practical business problem sourced directly from industry.

Ian took the Celtic Manor’s requirements to the Foundation where a team was formed to solve all these issues directly, from the very beginning. This team would graduate from the Alacrity Foundation and go on to become Enjovia.
Enjovia’s close relationship with the hotel allowed them to develop software that exactly matched the resort’s requirements. This customer demand driven approach finally gave the Celtic Manor the exact tools and features that the resort needed to achieve its revenue potential.

Building on the five-star resort’s staple gift offerings of golf and spa days, hotel stays and restaurant meals, Enjovia has added innovative new options to the five-star resort’s catalogue of vouchers including advanced promotional options, event ticketing, voucher creation and the ability to sell additional products on top of the vouchers themselves.

Buoyed by record sales over the Christmas period – including exceptional returns on the key dates of Black Friday and Cyber Monday – Celtic Manor’s gift experience returns have never been stronger.

An Interview With

Ian Edwards
Chief Executive, Celtic Manor Resort

Thanks to Enjovia’s innovation and development of our voucher systems, gift experiences have become a really important part of our business.

 

A growth of 300 per cent in just three years speaks volumes for the impact Enjovia has had on our voucher sales. As an iconic destination with so many different attractions, Celtic Manor can offer the perfect gift choice for any special occasion, but we are only now beginning to fully realise that potential.

Enjovia continue to introduce new features to the Celtic Manor gift experience platform to encourage sales and make the whole voucher buying process much easier for the customer.

More importantly, Enjovia have created a flexible platform which can move with Celtic Manor’s very dynamic business. The resort, like any hospitality business, is constantly evolving and reacting daily to the current market. Enjovia match that flexibility to ensure the gift experience offering keeps pace with the rates, new services and offers being marketed by the resort through its other channels.

Many hotels recognise that gift experience vouchers are a good source of income and will do very well with offers for Black Friday and at Christmas. With the Celtic Manor, Enjovia have taken that much further with a year-round calendar of promotional offers which have taken that solid source of revenue into a massive £2.3 million in annual gift voucher sales.

The assumption that solving real problems in the gift voucher industry for an iconic resort like the Celtic Manor would solve issues had by other businesses was correct. Enjovia now has customers across the world across a variety of industries.

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  • Spring 2017
  • Celtic Manor Resort
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