Affinity Gaming partners with GuestCentric and Duetto - Insights

Affinity Gaming partners with GuestCentric and Duetto

AffinityLas-Vegas based Affinity Gaming, which operates 11 casinos/hotels in Nevada, Missouri, Colorado and Iowa markets, has partnered with GuestCentric, the leading provider of cloud-based digital marketing software for hotels, and Duetto, hospitality’s only Revenue Strategy Platform, to deploy personalized casino-hotel bookings, a move in support of the company’s renovated revenue management strategy that pushes for more direct bookings to increase revenue while cutting the booking middlemen fees.

When a new or returning guest visits any of the renewed Affinity Gaming property websites, Duetto’s PlayMaker cross-references guest’s play and stay history as well as browsing behavior, demographic information and third-party data to make instant, informed decisions on what room types, packages, and other offers are the most relevant for that guest. Those “plays”, to use Duetto’s jargon, are then passed on GuestCentric’s booking engine.

“It’s a win-win situation, for both our guests and our company as well. We are excited to provide our guests with an easy to use, friendly booking engine where they have the ability to browse the best deals real-time that are tailored to their interests and budget, and the freedom of booking online which results in further automation and significant reduction in the reservation call-center inquiries”, said Serkan Gecmen, VP of Innovation & Application Development at Affinity Gaming. “The new integration/automation enables us to provide our guests with lower rates which continually increases guest happiness and loyalty, while we achieve higher conversion rates via customers shifting their business from costly OTAs to our own booking engines.”

Once in the booking engine, those personalized “plays” get the GuestCentric treatment; the GuestCentric booking engine is optimized for further conversion: it’s user-friendly, easy to use, mobile ready and its shopping activation and shopping recovery features lift upconversion by more than 30%. The result: high conversion rates and increasing numbers of commission-free direct bookings.

“We believe that we’re entering the age of direct bookings and we aim to provide hoteliers with the best tools to fulfill that future, through constant innovation and iteration”, said Filipe Machaz, VP of Global Sales at GuestCentric. “This deep integration with Duetto’s PlayMaker offers hoteliers a high-converting solution like no other booking platform currently offers. Leveraging dynamic customer data, past purchases and preferences in real time with this integration moves us further in that direction than anything else before,” he concluded.

This industry-first, ground-breaking innovation is already making a dent in Affinity Gaming’s bottom-line: “We have more data on our guests than ever, and we knew what room types or offers best suited whom, but it was difficult to manually provide that level of personalisation,” Mr. Gecmen said. “With the GuestCentric and Duetto integration, we now have the tools to achieve intelligent dynamic offer creation on the fly, and we’re already seeing increased business on our direct channels.”

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Tags: Affinity Gamng, cloud, digital marketing, Duetto, GuestCentric


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