Connected Tourism Marketing: How dmma Links the Booking Systems of Austrian Destinations with the E-Marketing Suite

Booking data from Tiscover, Deskline, Tomas and Nethotels comes together in one central marketing CRM.

• Connected systems: Tiscover, Deskline, Tomas, Nethotels
• Add-on modules: Business Service Hub, Business Monitor
• Operating model: Shared solution for several Austrian destinations

Guest bookings come in through different platforms such as Tiscover, Deskline (feratel), Tomas or Nethotels. Without a unified, privacy-compliant bridge, guest data stayed in silos, and the customer journey was hard to trace.

• Fragmented data structures due to regional booking systems
• No central consolidation of booking data for unified marketing controlling
• Isolated mass communication without a link between booking platform and email marketing
• High manual effort for data maintenance and duplicate reconciliation across regions

The EMS has been expanded into the central hub of cooperative tourism marketing:

• Booking system integration: Interfaces to Tiscover, Deskline, Tomas and Nethotels were programmed for the individual destinations.
• Profile data: Overnight stays, length of stay, origin and interests are assigned to the respective guest.
• Survey and controlling: Using dmma's survey tool and the MAPCOR system, planning data and guest feedback can be synchronized with the CRM.
• Add-on modules: The Business Service Hub and Business Monitor support B2B partner management and regional controlling.

Scattered data traces became a coordinated communication landscape.

• Booking data flows into the central marketing CRM without media breaks
• Campaigns can be automated and personalized before, during and after the stay
• Several destinations use the same platform and benefit from shared standards, training and first-level support
• CRM data and survey data enable performance tracking of marketing investments

“starmate's eMarketing Suite has given us the ability to harmonize the data streams of our different destinations and booking systems centrally. Through the deep integration of interfaces such as Tiscover and Deskline, we can steer our marketing controlling precisely and turn pure booking data into real, personalized relationships with our guests.”

Cornelia Kriegner, Bregenzerwald Tourismus

The task was to bring the very different data structures of Tiscover, Deskline and other regional systems under one roof without losing the individuality of the regions. Our approach: turn anonymous booking data into real people with preferences.

The moment the first automated campaigns, triggered by a Tiscover or Deskline booking, were sent out in the design of the respective region was a goosebump moment.

Consulting team