De Vere is to analyse its database to study the behaviour and spending patterns of customers and prospects of its De Vere Hotel chain, including the Grand Hotel in Brighton and Village Hotels & Leisure Clubs chain.
Its marketing team will then work with its direct agency Barrington Johnson Lorrains to create highly targeted communications to encourage spending.
Claire Lancaster, marketing controller at De Vere Group, said: "As competition becomes increasingly fierce in the hotel sector, we must provide guests with distinct facilities and services to strengthen our brands, drive customer loyalty and attract new customers."
The database contains more than 2m records of guests and enquirers and has been hosted by GB Group for the last four years.
The data company will continue to screen, clean and feed customer data gathered by De Vere Group's call centre, front desk staff and online booking system into the database, to ensure all data used for marketing campaign is current.
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