Massive Rocket & Canyon Ranch.
Canyon Ranch & Massive Rocket Customer Story
Transforming Lives Through Integrative Wellness Journeys
Canyon Ranch is more than just a collection of wellness retreats; it's a transformative experience that empowers individuals to cultivate a lifelong commitment to well-being. Founded in 1979, they've pioneered the field of integrative wellness for over 40 years, boasting multiple acclaimed destinations across the United States.
Canyon Ranch offers a captivating network of four immersive wellness sanctuaries: two award-winning resorts in Tucson, Arizona, and Lenox, Massachusetts, a brand new retreat nestled in Woodside, California, and the largest day spa in North America at The Venetian® Resort in Las Vegas. Each location provides a unique journey towards individual wellness goals, offering a variety of "experience pathways" designed to address specific intentions. Beyond the stunning settings, Canyon Ranch's true strength lies in their team of world-class experts who empower guests to make lasting transformations far beyond their stay.
Typically, data optimisation and deduplication precede campaign launches. However, in this instance, our priority was to swiftly generate value for Canyon Ranch. We focused on creating an MVP capable of delivering rapid time to value. Subsequently, we addressed data optimisation in the background.
The Challenge
Delivering a Seamless Guest Experience
Many hospitality businesses grapple with creating a truly seamless guest experience due to disjointed data systems. At Canyon Ranch, fragmented and siloed data prevented teams from having a unified 360 view of their guests. This affected information-sharing between various departments making personalisation difficult, resulting in a generic guest experience.
Limited Marketing Potential
Fragmented data also prevents businesses from reaching their full marketing potential. In the absence of a unified view of customer behaviour and preferences, it was a challenge for the marketing teams at Canyon Ranch to personalise campaigns, target high-value guests, nurture new leads, and ultimately maximise CLTV.
Our Approach
Massive Rocket partnered with Canyon Ranch to build a data-driven guest experience, fostering long-lasting relationships with their valued guests.
Tech Stack Upgrade
To boost guest engagement, we analysed their data environment and infrastructure which resulted in a strategic plan to transition their Data Lake/Warehouse to Snowflake. Utilising Snowflake’s centralised repository, the migration allowed for integrated access to historical and current guest data while ensuring GDPR compliance.
Elevating Guest Engagement & Driving Results
We assisted in enhancing guest engagement using unified 360 customer profiles in Braze, which helped in identifying high-value guests, automation of behaviour-based campaigns, and revenue optimisation via strategic promotions. We also assisted in refining Canyon Ranch’s CRM strategy, crafting highly targeted and personalised campaigns that drove revenue. An omnichannel communication plan was developed to engage guests seamlessly across their preferred platforms.
The Results
A Single Source of Truth
Leveraging a best-in-class tech stack, Massive Rocket’s engineers built a comprehensive 360° guest portal. This single source of truth, unified guest data for all teams (operations, reservations, headquarters, on-site) by providing guest preferences, transaction history, and past interactions. Snowflake Data Share further enriched guest profiles by revealing user engagement behaviours, leading to deeper guest insights.
Personalised Communications and CLTV Growth
Empowered by a unified guest view, Canyon Ranch’s marketing team could now personalise pre- and post-arrival communication to boost CLTV. This included loyalty programme enhancements, targeted promotions for repeat stays, and strategic campaigns to address abandoned carts and win back past guests. On-site teams could now leverage these enriched profiles to curate bespoke luxury experiences that exceeded guest expectations.
- Increase monthly revenue
- Reduce dependency on BAU campaigns to drive sales
Quick Time to Value
- Successfully launched customer campaigns within 3 months of migrating to Braze.
- Completed full platform migration from legacy ESP to Braze in 6 months.
A Strategic Partnership for Reimagining Guest Experiences
Massive Rocket and Canyon Ranch collaborated to form a strategic partnership to overcome complex data challenges and create a seamless flow of data providing a real-time, unified 360 customer view. This helped personalise and transform guest experiences, fostering deeper connections and long-term loyalty. Leveraging a data-driven approach, Canyon Ranch achieved:
- Personalised Guest Journeys
- Maximised Customer Lifetime Value
- Seamless Guest Engagement
Ready to unlock the power of data-driven guest experiences?
How can we help?
You can also write to us at info@massiverocket.com