HMA° Intelligent Marketing – Frequently Asked Questions
Q: What does HMA Intelligent Marketing do?
A: HMA° helps hospitality brands unlock the power of their guest data. From CRM and marketing automation to booking recovery and loyalty management, our platforms—Intelligencia, Boomerang, Valet, and DataView—are purpose-built to drive direct bookings, higher guest engagement, and measurable ROI from your existing systems.
Q: What makes HMA different from other hospitality CRM and marketing platforms?
A: Most platforms stop at email delivery. We go deeper. HMA combines real-time data cleansing, OTA email suppression, automated segmentation, and PMS-sourced guest history to power campaigns that actually perform. And with no ticketing system, you get white-glove support from real hospitality strategists.
Q: How fast can I see ROI from HMA’s platform?
A: Most clients see positive ROI within 90 days of launch. With clean data, behavior-based journeys, and precision targeting, our campaigns routinely outperform national benchmarks—often converting abandoned bookings in as little as 24 hours.
Q: What is Intelligencia, and how does it work?
A: Intelligencia is our next-generation CDP + CRM hybrid built for hotel groups and independent properties. It automatically deduplicates guest profiles, enriches data from multiple sources, and segments guests based on real behaviors, not guesswork—giving your team a clear, accurate foundation for personalization at scale.
Q: Does HMA work with my PMS or booking engine?
A: Almost certainly. We integrate with dozens of leading PMSs, including Opera, WebRezPro, StayNTouch, Maestro, and more. Our team manages the integration and syncs booking history, revenue data, and profile attributes daily to keep your marketing clean, current, and connected.
Q: What is Boomerang, and how does it help increase direct bookings?
A: Boomerang is our booking abandonment recovery platform that reconnects with guests who leave your website without booking. It captures real-time email intent, sends personalized recovery messages, and now includes On-Site Offers, an upgrade that persuades users to stay and book—recovering up to 5702% ROI in some campaigns.
Q: What does your VIP loyalty platform do?
A: Valet is a soft-loyalty engine designed to recognize VIPs across your portfolio without the cost or complexity of points. Whether it’s room upgrades, welcome notes, or surprise-and-delight moments, Valet ensures your most valuable guests are always treated like regulars—even if it’s their first visit to that location.
Q: How does HMA support data cleansing?
A: Clean data is the foundation of everything we do. Our data cleansing process identifies OTA addresses, placeholder emails, and junk values like “No City,” and replaces them with real, actionable guest data. We also deduplicate, validate, and append missing fields—automatically.
Q: Can HMA help if our email list is a mess?
A: Absolutely. We specialize in turning chaotic CRMs into clean, high-performing databases. Whether your list is cluttered with duplicates, outdated contacts, or OTA noise, HMA’s cleansing and segmentation process restores list quality, deliverability, and campaign performance—often in the first month.
Q: Is HMA a good fit for small hotel groups or independents?
A: Yes. While we work with large hotel groups, we’re built to be flexible and scalable. From boutique collections to emerging management groups, we provide full-service support, automation tools, and data strategy that levels the playing field and drives direct revenue without big-brand bloat.
Q: What kind of support does HMA provide?
A: No ticketing systems here. Every HMA client is assigned a dedicated Account Strategist who works as an extension of your team. Need segmentation ideas, campaign QA, or new journey logic? Just email, call, or hop on a live session. You’ll never be routed to a chatbot or generic help desk.
Q: How do I get started with HMA?
A: Getting started is easy. Just reach out via wearehma.com/contact and one of our hospitality strategists will schedule a quick discovery call. We'll review your current systems, data quality, and marketing goals—then build a custom onboarding plan that fits your property or portfolio. Most clients are live in just a few weeks and see ROI within 90 days.
Looking for something else?
We know every hotel, resort, or management group has unique challenges—and sometimes your questions don’t fit neatly into an FAQ. Whether you're wondering about PMS integrations, reporting capabilities, data migration, or custom use cases, our team is here to help.
At HMA°, we don’t believe in one-size-fits-all. We’ll walk you through how our platforms - Intelligencia, Boomerang, Valet, and DataView - can be tailored to your exact tech stack, marketing strategy, and guest experience goals.
Need help with:
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Combining multiple PMS systems across your portfolio?
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Restoring accurate guest history after OTA contamination?
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Running cross-property campaigns based on real guest behavior?
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Understanding which solution fits your brand best?
Let’s talk.
We offer complimentary strategy calls to walk you through everything from data cleansing and email migration to automated guest journeys and reporting dashboards. No hard sell, no commitment - just insights and answers.
Start the conversation at wearehma.com/contact or email us directly at info@wearehma.com.
Let’s make your data work harder—for every guest, every campaign, every stay.
