The model
Nestled in 300 acres of pristine Vermont countryside, Twin Farms is positioned in bucolic Barnard, Vermont, about 90 minutes from Burlington, three hours from Boston, or 5 from New York Metropolis. Twin Farms Stays are reserved for adults solely and are inclusive of all meals, advantageous wines and spirits, in addition to all actions and tools. Forbes Journey Information has awarded the lodge 5 stars 29 years in a row.
The problem
Earlier than implementing Revinate Advertising and Reservation Gross sales, Twin Farms confronted a number of challenges. With shorter reserving home windows changing into prevalent within the business, the lodge wanted to capitalize on driving demand inside shorter time frames, requiring a shift in the direction of extra present and seasonal messaging.
The heightened competitors within the luxurious section meant that Twin Farms needed to differentiate its choices by emphasizing its distinctive expertise and worth proposition to draw discerning friends.
Moreover, the growing relevance and expectation of personalization in visitor interactions highlighted the necessity for enchancment within the lodge’s CRM technique, notably in leveraging first-party information for higher marketing campaign segmentation and content material personalization. These challenges drove Twin Farms to reinforce its advertising and marketing and reservation gross sales efforts to remain aggressive and keep its place as a premier luxurious vacation spot.
The answer
Revinate addressed the challenges confronted by Twin Farms by offering a complete answer for visitor advertising and marketing and gross sales that exceeds the expectations of discerning friends.
With Revinate Advertising, Twin Farms maintains a constant e mail communication cadence, which is essential for driving demand inside shorter reserving home windows. The platform permits the lodge to distinguish its product and repair by creating personalised and related content material, usually on the path of Managing Director John Graham, who has a fantastic sense for what’s going to resonate with friends. The campaigns leverage first-party information for efficient marketing campaign segmentation and personalization, driving nice outcomes. For instance, a one-time marketing campaign focused at heat leads drove a 30% open charge and three% CTR, leading to $16k in income.
With Revinate’s income and click-tracking capabilities, Twin Farms can measure the success of its advertising and marketing efforts, informing future methods and guaranteeing a tangible return on funding. Integration with the property administration system (PMS) streamlines operations, whereas the on-brand feel and appear of Revinate Advertising emails present a cohesive {and professional} presentation to friends.
By automating e mail campaigns, Twin Farms can effectively interact with friends whereas liberating up precious workers time to give attention to delivering distinctive service. A completely automated 24-hour pre-departure e mail (featured proper) had an 80% open charge and 18% CTR, driving 57 room nights and $169k in just some months. Equally, an automatic buying cart abandonment marketing campaign acquired a 77% open charge, 8% CTR and drove $174k in direct income up to now.
Lastly, with Reservation Gross sales, the lodge can successfully shut gross sales when potential friends name after seeing an e mail. Along with offering visibility into visitor historical past and marketing campaign engagement, Reservation Gross sales permits Reservations Supervisor Randi Bartles to trace efficiency and repeatedly develop the staff with data-based teaching.
The outcomes
Twin Farms maintains a highly-engaged viewers as a consequence of distinctive service, which drives model loyalty. When friends aren’t onsite, Revinate Advertising and Reservation Gross sales be certain that friends proceed to expertise excessive ranges of service and personalization, solidifying Twin Farms’ place as a premier luxurious vacation spot.
Revinate efficiency highlights embody:
- Lifetime income: $11M
- E-mail well being: 84%
- Common open charge: 50% per marketing campaign
- Common room income: $155K per marketing campaign
