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How unifying customer profiles is paying off for this iconic travel brand

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How unifying customer profiles is paying off for this iconic travel brand


Swiftcurrent Lake in the Many Glacier region at Glacier National Park. Image provided by Xanterra.

Xanterra Travel Company owns an extremely unique and diverse collection of travel and hospitality brands that all share a common mission — to provide travelers with unforgettable experiences. 

Xanterra manages concessions at many well-known national parks and destinations including Glacier National Park, The Grand Canyon, and Mount Rushmore. Their properties cover a combined eight million acres of land. They also own or manage over 30 hotels adjacent to these iconic locations and, as if that weren’t enough, they own six luxury yachts, seven golf courses, and 89 food and beverage outlets.

“We’re a company that that grows organically through acquisition,” explained Andrew Heltzel, Xanterra’s corporate director of marketing, CRM and analytics. Heltzel has been with the company for 11 years. 

Five years ago he found himself faced with the task of unifying customer identities across multiple brands and experiences. Xanterra needed to combine their customer data and profiles into one single identity to better personalize marketing messaging and identify opportunities for cross-selling and up-selling to their vast customer base (Xanterra’s 8000 staff members service over 20 million guests each year.)

To achieve this monumental task, Xanterra partnered with Redpoint Global, a customer experience platform that specializes in creating a “Golden Record” for each customer by combining and resolving multiple profiles into a single identity, enabling much more targeted and relevant personalization.

“We help brands create a golden record of their consumer by resolving all identities that the consumer might use,” said John Nash, Redpoint Global’s chief marketing and strategy officer. “Brands can integrate all attributes into a single customer view and append third party data to it. We update that with identity resolution in real time.”

Onboarding the right technology 

Because of Xanterra’s growth model, they didn’t have the luxury of standardizing the systems they use throughout the organization to facilitate guest bookings and operations the way a company like Marriott would. When searching for a technology that could achieve an advanced level of customer identity resolution, Heltzel’s team cast a broad net. 

“We just sort of get what we get,” said Heltzel. “Redpoint allowed us to leave our existing infrastructure in place. We brought in over 100 different sources of data and established a Golden Record across the different interfaces and source systems.”

Heltzel notes that when scoping out vendors — a process that begin in 2017 — Redpoint stood out during the RFP process. They understood Xanterra’s data complexities and brought the best and fastest solution compared with the competition. “They gave us the most confidence that they would deliver on their promises — which they have,” he said.

To kick off the vendor selection and onboarding process, Xanterra established a core team of about 15 individuals made up of leaders from every brand in their portfolio. “This was probably one of the first enterprise-wide projects that impacted all the companies within the organization,” explained Heltzel. “It was new territory for us.”

Finding the golden ticket — er, record

The  onboarding process with Redpoint took about six months. “It was surprisingly fast in my view,” said Heltzel. “We could have gone even faster, but we decided to go through the implementation process brand by brand.”

Xanterra worked with Redpoint to establish a Golden Record of guests across their different brands. This enabled them to see which customers were traveling with brands throughout their portfolio, a huge breakthrough according to Heltzel. 

Redpoint was instrumental in training Heltzel’s team. They worked with Xanterra to take a “crawl, walk, run “approach within the platform. 

“They restrained our marketers from getting out too far over their skis too quickly,” said Heltzel. “Redpoint had a really great team of trainers and support that we could access 24/7 as our brands started to really engage with implementing the platform.”

Once all the data was combined and customer identities unified, Xanterra began creating audience segments with personalized messaging.

A leap forward in personalization and ROI

The impacts of their new unified marketing approach were felt almost immediately. For the first time, Xanterra was able to segment their audiences in a way that allowed them to deliver offers to specific groups of customers (e.g., a family group, a group of golfers, retirees, etc.) Some brands saw increases in their email ROI north of 400% within the first year.

“It was absolutely stunning,” said Heltzel. “We were coming from basically nothing — just a batch and blast type of email tool that didn’t even allow us to manage customer preferences. Unsubscribes were a little sketchy at best. We’ve really made a massive leap forward with our partnership with Redpoint.”

Heltzel credits a major reason for their success to Redpoint’s dedicated support throughout the entire process of onboarding, implementation and usage. 

“Dale Renner, one of Redpoint’s founders, came out to visit us here in Denver when we were at the most critical part of the project—the implementation and adoption phase,” said Heltzel. “He assured us that he would be there to support us to whatever extent necessary to ensure we were successful and he stood behind that.”

Read next: How a smart email strategy helped Apple Rose Beauty thrive during the pandemic

A digital transformation initiative of the size and complexity of Xanterra’s requires committed vendor support — a true partnership. “We see Redpoint as strategic business partner — not a software vendor, not a data vendor, but a true strategic business partner of ours,” said Heltzel.

Technology as a means of future proofing

Travel businesses were hard hit by COVID, and Xanterra was no exception, but having Redpoint in place helped them prepare for — and address — changing consumer behaviors, demands, and expectations caused by the pandemic.

Said Heltzel, “Overnight, we pivoted our messaging from marketing-focused to more operations focused. So, how to prepare for your upcoming travel, what to expect when you arrive, etc.”

Heltzel notes that today’s travel environment remains fluid. For example, they recently had a COVID outbreak among a large contingent of food and beverage staff at Yellowstone. This forced Xanterra to pivot from dining table service to grab-and-go food and beverage options.

“From an operations perspective, we were able to use Redpoint and our dataset to impact the customer experience and help set expectations up front so that no one was taken by surprise when they arrived.”

For companies looking to undertake this advanced level of digital transformation, Heltzel’s main piece of advice is to do your homework up front. 


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Said Heltzel, “A lot of our success with Redpoint is largely attributable to how deep we go into our brands, and how Redpoint could support them, not only 10 years ago, but looking into the future. We took our time doing our due diligence around the type of customer experience we wanted to achieve,  which was delivering real-time personalized experiences across every channel. Hands down, all of our marketing leadership said yes, that’s the future. That’s where we need to be. We were able to lean into the Redpoint solution to take advantage of that capability over time.”


About The Author

Jacqueline Dooley is a freelance B2B content writer and journalist covering martech industry news and trends. Since 2018, she’s worked with B2B-focused agencies, publications, and direct clients to create articles, blog posts, whitepapers, and eBooks. Prior to that, Dooley founded Twelve Thousand, LLC where she worked with clients to create, manage, and optimize paid search and social campaigns.



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What is Employee Engagement? [+11 Data-Backed Benefits and Strategies]

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What is Employee Engagement? [+11 Data-Backed Benefits and Strategies]


If you’re playing along with buzzword bingo, you’ve heard the term “employee engagement.” But it would be a mistake to dismiss it as just a buzzword. Ignoring engagement costs the global economy 8.1 trillion dollars each year, according to a study by Gallup.

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How Can You Improve Your Blog’s Content with a Paraphrasing Tool?

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How Can You Improve Your Blog’s Content with a Paraphrasing Tool?


Paraphrasing tools are getting extremely popular, especially among bloggers. The reason is that these tools allow them to rewrite some of the old stuff with very high accuracy.

Uniqueness is the most important factor that determines the search engine ranking of your website. Most search engines determine the worth of your site by looking at the content that you post.

This is why you need to make sure the material you write in your blog contains zero plagiarism. For this purpose, you can use paraphrasing tools. These tools allow you to come up with unique ideas, words, and phrases that you incorporate into your blog to increase readability as well as reader engagement.

What is a Paraphrasing Tool?

A paraphrasing tool can be used to generate new text to explain existing ideas, concepts, or themes. These tools take minutes to convert your old text into an entirely new form having new phrases, words, and synonyms while keeping the original theme intact.

These tools improve the readability, grammar, and other key aspects of your text to make it coherent and consistent. These tools use AI technology to make your content unique and to improve the tone, style, and other features.

There are many reasons to use these tools and in this next section we will take a look at some of these

1. Complete Analysis of Your Content

Before rephrasing your content, these tools analyze it completely to determine a few key things. These include word count, readability, spelling and grammar mistakes, and the main theme and tone of the content.

This complete analysis allows these tools to generate highly accurate content that you can post on your blog without fearing plagiarism.

These tools are very accurate when analyzing your content and that allows you to trust these completely to perform paraphrasing for you.

2. Changing Content Tone

The tone of your content is what separates it from others and engages your audience. Paraphrasing tools can rewrite your material while giving it a pleasant and consistent tone.

These tools can make adjustments that make your content easy to read, understand, and digest. By working on the tone of your text, these tools make it SEO-friendly which leads to better search engine ranking.

3. Better Content Flow

When writing content for your SEO or blogs, you need to make it seem like it’s connected and flowing in a consistent manner. Writing about different stuff randomly makes it seem all over the place which leaves a bad impression on your readers.

Paraphrasing tools can help you improve the flow of information that you provide in your content. This makes it more concise and understandable.

Some Ways in Which Paraphrasing Tools Can Improve Your Blogs

Paraphrasing tools are really a blessing for bloggers and general content writers. These tools save time and offer very high accuracy.

Here are some of the main ways in which such tools can help you write plagiarism-free blogs

1. Replacing Words with Synonyms

The main reason these tools are effective is that they offer a number of synonyms for every word in the content. You can use these tools to replace single words, phrases, sentences, or even paragraphs.

The paraphrase online turns your entire text into something new which makes it free from plagiarism of every type.

2. Improve Spellings and Grammar

Paraphrasing tools improve the grammatical errors and inconsistencies in your original text. These tools highlight lines that need to be changed and you can use some other tool to eliminate these errors.

These tools also identify and remove spelling mistakes as well. The final content that you get from these tools is immaculate in every way. It is consistent with the main theme and each sentence flows from the last one.

3. Save Time and Energy

Paraphrasing without a tool can take so much of your time and energy. You need to consult various sources to learn new words and ideas to incorporate into your text which is very time-consuming.

Paraphrasing tools help you save a lot of time by rewriting more than 1000 words in a matter of a few minutes. Doing this yourself can take several hours which you can spend on something more important.

4. Cost-Effective

Hiring content writers to write unique content for your blog is quite expensive. You have to spend a lot if you hire someone else to rewrite content for you and there is still no guarantee that the contest will be plagiarism-free.

You can find several free paraphrasing tools online to do that for you. These tools require no registration or login which means you can just go online and convert the text instantly.

5. Creative Writing

Most paraphrasing tools can help you write creative content. These tools take your words and phrases as prompts and use AI to write creative material that you can post on your blog.

This is especially helpful for a writer suffering from writer’s block. These tools can inspire them to look at things from a different perspective. This improves their skill as a writer and enhances the quality of their content.

Final Thoughts:

So, these are some of the few ways in which paraphrasing tools can help you improve the content of your blogs. These tools can help you write better material that has zero grammatical errors and is more engaging.

Without these tools, you will only be wasting your time and money with little to get in return. Paraphrasing tools are being used both by academic and non-academic persons who often find it hard to rewrite stuff due to having limited vocabulary and a grasp of grammar.

Now you know what are some of the major benefits of using paraphrasing tools when writing content for your blogs. These tools can lead to better content for your blogs that is both search engine friendly and engaging.

We hope this stuff helps and we suggest you to use these tools for improving your skills as a blog writer.      



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The keys to digital marketing transformation

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The keys to digital marketing transformation


As digital marketers face a rapidly growing market and higher competition, the structure and effectiveness of paid advertising campaigns become more complex. Optimization, visibility and improving processes matter now more than ever.

But, it can be easy to lose visibility over what needs to be done and how those campaigns perform. This can lead to subpar results and a lack of understanding of how to improve your next campaigns. 

In this informative SMX Advanced session, Nadiia Sharipova from Wrike, now part of Citrix, addresses three keys to digital marketing transformation:

  1. Why optimization and visibility matter
  2. How to reduce your competition in key areas
  3. Critical processes that help improve CRO

Join the session to learn better visibility and workflow for your search engine initiatives, how companies like Hootsuite optimized their workflows to reduce complexity and the essential tools and strategies you need to do your best work. 

After watching the presentation, you’ll be able to:

  • Identify pitfalls negatively impacting your search campaigns 
  • Discover solutions for establishing better visibility over assets and results 
  • Streamline SEM/PPC campaign workflows and optimize collaboration

About The Author

Wrike, the world’s most versatile collaborative work management solution, has transformed the way marketing teams work together. Bringing everyone into a single digital workspace makes it easy to monitor progress, identify dependencies, and keep collaboration and projects on track. With Wrike, marketers can increase agility and velocity by automating workflows to achieve aggressive growth goals. Create and launch complex, integrated campaigns at scale across multiple channels and geographies knowing you’re maintaining visual brand consistency and quality. Improve external and internal customer experience no matter how complex your campaigns are or how many marketing channels you’re operating. Wrike accelerates creative production, increases on-time delivery, and makes maintaining brand consistency easier. 



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