Digitas wins competitive pitch for Pan Pacific Hotels Group’s CRM duties

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Digitas wins competitive pitch for Pan Pacific Hotels Group’s CRM duties

Digitas has been appointed by Pan Pacific Hotels Group as the group’s CRM agency after a competitive pitch process. The CXP arm of Digitas focuses on understanding customer behaviours using data insights, which in turn informs the customer journeys and engagement programmes.


Sincerity is the hallmark of Pan Pacific Hotels Group. The Group is known to its guests, partners, associates and owners for its sincerity in people and the sense of confidence that alleviates the stresses of today’s complex world. As the new CRM agency, Digitas will put the customer at the centre and conduct programme orchestration that includes customer journey mapping, email marketing strategy and creative as well as assume CRM operations such as data monitoring, marketing operations, technical and maintenance support.

Rika Sharma (pictured), Managing Director Singapore & ASEAN, Digitas, said: “We are thrilled to have the opportunity to be the strategic CRM partner for Pan Pacific Hotels Group, a core focus area for the agency. In this pandemic-era, the hospitality sector has been hard hit and therefore it will be key for modern hoteliers to place importance on building a single customer view to elevate OTO personalized touchpoints and re-establish guest trust. Pan Pacific Hotels Group is on the path to building a sustainable CRM and digitalization strategy, empowering the team to remain purposefully connected to guests during these times.”

“We are delighted to partner with Digitas for our CRM and digitalization strategy. Pan Pacific Hotels Group is on a steady momentum to build up our customers insights to speak meaningfully to our guests through their online journey,” said Cinn Tan, Chief Sales & Marketing Officer, Pan Pacific Hotels Group. “Having a partner who understands our needs is critical as we expand our portfolio expeditiously in the next two years and moving towards our goal as a trusted global hospitality group.”

Headquartered in Singapore, Pan Pacific Hotels Group comprises of three brands – Pan Pacific, PARKROYAL COLLECTION, and PARKROYAL. The Group owns and/or manages over 50 hotels, resorts, and serviced suites including those under development over 30 cities across Asia Pacific, Europe, and North America.