Digital Alchemy Opens European Office

  • Published by Vedat

Digital Alchemy, the pioneer of customer relationship management (CRM) and e-marketing solutions for the global hospitality market, is building on its international popularity with the launch of its first sales office outside North America.

The company's new regional headquarters in London enhances hotel client service for properties across Europe, the Middle East and Africa, and will help Digital Alchemy expand even further beyond the 53 countries in which it already counts clients.

Heading up its new international sales office in London is Nigel Allport, a highly respected sales executive with more than 20 years experience in the hospitality technology sector. Allport joins Digital Alchemy from Agilysys Inc., where he held a senior executive and sales leadership position serving as director of business development for Europe, the Middle East and Africa (EMEA).

In his new role as Digital Alchemy's Vice President of Sales for EMEA, Allport is responsible for leading all sales and customer operations in the region. In collaboration with the Digital Alchemy's Texas-based global headquarters, Allport will reach out to industry leaders, business partners and consultants to ensure that Digital Alchemy's solutions and value proposition are understood to accelerate the company's overall growth.

"I am thrilled to join Digital Alchemy during this time of tremendous growth for the company. Digital Alchemy's suite of mobility solutions is exactly what the hospitality industry is clamoring for right now in a post-recession environment where operators are looking to drive additional revenues and to secure the customers they have already," Allport says. "Digital Alchemy's customizable products enhance guests' hotel stays and genuinely add value to hotels."

CEO Don Hay says Allport was selected for this critical position because of his experience maximizing international client satisfaction through enhanced service and support as well as his comprehensive knowledge of the needs of the hospitality industry. "We have been impressed with Nigel and his work for many years, and we are very excited to have him join our Digital Alchemy team," Hay says. "His reputation in hospitality is simply unmatched and with our new alliances with European headquartered property management companies, he is the perfect person to help us expand our operations in Europe, the Middle East and Africa."

Digital Alchemy's flagship product is its eRelationship module, which simplifies coordination of hotel pre-arrival messaging, including confirmation emails and amenity up-selling. The technology includes embedded post-stay customer feedback features that provide hotels with a complete view of guest satisfaction and areas needing improvement. eRelationship uses automated, color-coded text to quickly identify key comments and issues, and feedback is tied to specific reservations to help address specific guest issues.

Digital Alchemy products are designed to help hotels of all sizes craft profitable, long-term relationships with guests. With reservation confirmations, cancellation notices, pre-stay marketing messages and post-stay greetings automated and customized to upsell amenities and reaffirm customer loyalty, Digital Alchemy includes myriad opportunities to build incremental revenue through its CRM email platform. Automated messaging can be customized seasonally, by rate codes or by dozens of other characteristics of individual guests.

In moving to Digital Alchemy Allport said "he is combining three passions: hospitality technology, mobility and innovation". He continued, "The hospitality industry in many ways lags behind the airline industry; however, with Digital Alchemy's innovation and creativity, they have the solutions to enable the industry to catch up and provide guests with an enhanced and personalized experience." Allport also commented on the back-up support where "Digital Alchemy puts a premium on client service by assigning dedicated account managers to each hotel and making technicians and company executives available to respond immediately to any question or concern, or to make on-the-fly changes to the platform as needed."

For more information on Digital Alchemy's comprehensive suite of CRM and e-marketing solutions, please visit

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