The model
Columbia Hospitality is a number one hospitality options supplier and administration firm primarily based in Seattle, Washington. Its rising portfolio consists of award-winning accommodations and resorts, premier residential communities, eating places and bars, non-public and public golf golf equipment, convention facilities, and distinctive venues. Kirby Pratt is liable for advertising 4 properties managed by Columbia Hospitality, together with The Lodge at St. Edwards Park and Icicle Village Resort in Leavenworth, Washington.
The problem
With a number of accommodations to market, Kirby Pratt’s days are extremely busy. Selling the accommodations and driving bookings at 4 distinct properties requires Kirby to be inventive but additionally knowledge pushed. Her campaigns usually reap the benefits of the seasons and components that make the properties distinctive, like Christmas tree lighting celebrations in Leavenworth, superstar cooks, or fabulous spas. However the science of marketing campaign constructing is segmenting the campaigns to get essentially the most engagement. Prime of thoughts for her is at all times driving essentially the most worthwhile bookings — people who come immediately from the web site.
The answer
When Kirby started utilizing Revinate Advertising and marketing and Cart Abandonment two years in the past, she discovered an always-on answer for driving direct bookings that dramatically improved her effectivity. She created a number of automated campaigns, together with OTA Winback and pre-arrivals, however the one which drove the best engagement for her properties was Cart Abandonment. At The Lodge at St. Edwards, the emails, despatched to friends that abandon their cart, obtain a median open price of 75% and a 12% CTR. This one “set it and neglect it” marketing campaign has pushed greater than 170 room nights.
Kirby additionally takes benefit of how simple it’s to create one-time or drip campaigns in Revinate Advertising and marketing. She has had nice success with seasonal campaigns, together with a NYE supply at The Lodge at St. Edwards Park. Leveraging the segmentation function in Revinate Advertising and marketing, she focused friends who stayed on the resort a number of occasions in 2023 and customized the supply to talk to these loyal friends. This one-time marketing campaign drove 238 room nights and greater than $62K in direct income.
The outcomes
Revinate allows Columbia Hospitality to effectively and cost-effectively drive direct income throughout the 4 properties that Kirby manages, the group has achieved the next outcomes:
- Lifetime income: $28M
- Common room income: $10K per marketing campaign
