Cultivating world-class hospitality.
Genting Malaysia improves digital experiences for guests and positions its brands for growth with adoption of Adobe Experience Manager as a Cloud Service.
100%
boost in website traffic
Objectives
Replace outdated CMS with application offering modern capabilities
Strengthen brand with more consistent corporate identity
Move potential guests from just perusing site to booking, purchasing add-ons and re-booking
Increase efficiency and effectiveness of sales and marketing
Results
Accelerated time-to-market for sales promotions from days to hours
Streamlined updates across channels with headless CMS approach
Achieved optimal website performance with auto-scaling during peak traffic
Increased site visits by 100% while reducing bounce rates by 30%
Laying groundwork for more inviting holidays
For city dwellers across Southeast Asia and beyond, Genting Malaysia offers a host of world-class hospitality offerings, from exciting dining, shopping and entertainment venues to carefully cultivated recreation and relaxation opportunities.
Its seven Resorts World Genting hotels and new Genting SkyWorlds Theme Park in the Genting Highlands region, beckon with a cooler climate than Kuala Lumpur, while remaining within easy reach of the city. For discerning traveller who prefer to holiday at a tropical retreat by the sea, the company’s beautiful Resorts World Langkawi and Resorts World Kijal properties offer outstanding beachside experiences.
In 2019, Malaysia was Asia’s fourth-most visited country, welcoming more than 26 million visitors according to the World Tourism Organisation. When global travel and tourism declined due to the COVID-19 pandemic, the sales and marketing team at Genting Malaysia took the opportunity to re-imagine the guest experience starting with the very first touchpoints many have with the company: its websites and booking experiences.
Helping lead the charge, Spencer Lee, Senior Vice President of Sales and Marketing for Genting Malaysia, has overseen the debut of new and revamped company websites that include more integrated booking capabilities and other features that enhance efficiencies and service delivery.
Genting Malaysia chose to implement Adobe Experience Manager Sites and Experience Manager Assets as a Cloud Service, both part of Adobe Experience Cloud. With a new digital marketing foundation, Lee and his team laid the groundwork that enables the company to attract, convert, cross-sell, upsell and retain legions of guests from across the region and around the world.
“Our brand re-positioning requires engaging the current generation of traveller, whether day-trippers or multi-day visitors, in ways that are always relevant and appealing. Adobe Experience Manager as a Cloud Service gives us great flexibility to present inviting offers tailored for each of our target markets.”
Spencer Lee
Senior Vice President of Sales and Marketing, Genting Malaysia
Welcoming guests and promoting growth
In the past, when Lee’s team wanted to update content on the Resorts World Genting website, such as for a special promotion, making changes using its legacy Ektron CMS was slow and developer intervention was often required. To prepare for decommissioning its existing CMS, the Genting Malaysia team researched best-in-class solutions and selected Experience Manager Sites.
“We recognised Adobe’s expertise and appreciated the level of attention we received from the Adobe team,” says Lee.
Now with Experience Manager Sites, team members can use sales promotion modules that are easy to set up, giving them the agility to respond quickly to changing business opportunities. Site content updates that took days are now completed in just hours, making it easy for the team to promote a delicious new seasonal menu from one of the brand’s top chefs, a thrilling new amusement park ride inspired by a Hollywood blockbuster or a rejuvenating nature walk or swim at one of Genting Malaysia’s many world-class resorts.
Using experience fragments, Lee’s team can create consistent brand experiences that can be updated and reuse with the same or similar content. The company’s headless CMS approach enables the team to easily leverage experience fragments across other channels, from populating Genting Malaysia’s mobile apps to creating engaging posts for social media.
“Our mission is to provide memorable guest experiences and that starts from the moment someone visits our website until they leave our locations after a visit,” says Lee. “Our brand re-positioning requires engaging the current generation of traveller, whether day-trippers or multi-day visitors, in relevant, appealing ways. Adobe Experience Manager as a Cloud Service gives us great flexibility to present inviting offers tailored for each of our target markets.”
“All in, the total cost of ownership makes sense for us. We need to be ready to handle website traffic increases and auto-scaling with Experience Manager as a Cloud Service gives us peace of mind that our guests will always enjoy a great experience.”
Spencer Lee
Senior Vice President of Sales and Marketing, Genting Malaysia
Showcasing destinations with compelling assets
Digital assets are the heart of promoting any travel and hospitality brand, from stunning images of resort properties to videos that highlight all of a location’s amenities. Before embarking on its digital transformation, Genting Malaysia’s digital asset management was decentralised, with a patchwork of home-grown and alternative tools in limited use, hindering opportunities to take advantage of the brand’s amazing assets.
Using Experience Manager Assets, marketers across the company enjoy a central repository for sourcing and sharing content that supports corporate branding guidelines and delivers consistent customer experiences. By taking advantage of Smart Tagging powered by Adobe Sensei to automatically add metadata to images, asset searches are faster and more complete.
Genting Malaysia opted to implement Experience Manager as a Cloud Service to benefit from Adobe’s continuous updates to application features, including enterprise security best practices. For a business that can see website traffic increase dramatically during peak travel times or when a promotional campaign is launched, auto-scaling with Experience Manager as a Cloud Service is especially important.
“All in, the total cost of ownership makes sense for us,” says Lee. “We need to be ready to handle website traffic increases and auto-scaling with Experience Manager as a Cloud Service gives us peace of mind that our guests will always enjoy a great experience.”
“Collaborating with Adobe Consulting and our Customer Success Manager enabled us to quickly achieve major digital marketing transformations. The Adobe team is extremely responsive when we have a question or challenge.”
Spencer Lee
Senior Vice President of Sales and Marketing, Genting Malaysia
Fostering integrated, efficient resort operations
The digital marketing team is seeing promising early results. With streamlined journeys that make navigating the website and booking simple for guests, bounce rates on the company’s newer websites are down by more than 30% and site visits are up by over 100%. Conversion rates have also improved by more than 50%.
Lee values the implementation support and digital marketing best practices provided by the Adobe Consulting team. Working closely with Genting Malaysia, Adobe Consulting supported the migration to Experience Manager and helped build experience fragments with a “create once, deliver everywhere” approach. This helps Genting Malaysia increase content velocity through optimised processes and efficiently manage digital assets from a central content repository.
“Collaborating with Adobe Consulting and our Customer Success Manager enabled us to quickly achieve major digital marketing transformations,” Lee says. “The Adobe team is extremely responsive when we have a question or challenge.”
He readily shares credit with his hard-working team at Genting Malaysia, noting key players contributing to strategic success such as Dr. Nicco Tan, Vice President and Khoon Leng, Marketing Manager. “Our inspiration is to continue to be a top integrated resort operator.” Lee says. “Our team is proud to support this goal with more effective, efficient digital marketing.”
The team is also excited to communicate with guests faster and more directly through digital channels, ultimately increasing spend and visit frequency at a variety of Genting Malaysia’s attractions. Communications are tailored with multi-language support in English, Chinese and Bahasa to appeal to as many young people, families, couples, retirees, professionals and others as possible.
“With Adobe Experience Manager, we can deliver the right message at the right time to the right guest segment. At the same time, we are improving searchability and can continually conduct tests to optimise people’s experiences on our sites.”
In addition, by incorporating the booking process and the company’s rewards club as part of its new, unified guest experience, Genting Malaysia dynamically serves offers across its entire product portfolio. “We are just starting to scratch the surface of what’s possible with our new digital marketing efforts,” says Lee. “We want more people to fully enjoy all the incredible experiences we have to offer.”
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