The model
Lodge Wailea is Hawaiʻi’s solely Relais & Châteaux property and its sole adults-only luxurious resort. Located 300 toes above the ocean with sweeping views of three Hawaiian islands, this lush, tropical enclave was voted #1 resort in Hawaiʻi by Journey + Leisure readers within the 2022 and 2023 World’s Greatest Awards. Seventy-two individually designed suites are set amongst 15 acres of zen-inspired landscaped grounds, with tropical gardens, cascading waterfalls, and winding pathways.
The problem
Throughout a time when many motels battle with OTA share, Lodge Wailea is in an enviable place: Over 50% of the resort’s bookings come instantly from the web site. Partnering with OTAs with out dropping share is a key precedence for the small advertising staff. Director of Advertising and marketing, Amber Watt, explains, “OTAs present priceless visibility for our model through the ‘Billboard Impact,’ however sustaining a 50%+ cut up is extremely vital to us as we concentrate on worthwhile visitor reserving and ancillary income.”
The answer
In October 2018, the Lodge Wailea advertising staff started utilizing Revinate Advertising and marketing to higher perceive resort friends and ship emails to them in a extra customized manner. With a robust focus all through the group on database well being, the advertising staff can leverage a treasure trove of visitor knowledge inside Revinate Advertising and marketing to assist in creating custom-made content material for various visitor sorts, throughout all phases of the visitor journey.
With Revinate Advertising and marketing’s dynamic content material options, the advertising staff saves vital time personalizing e-mail content material by visitor section and price sort. Making certain that the fitting particular person will get the fitting message on the proper time has had extra advantages throughout the resort — friends make fewer calls to Visitor Companies Brokers since they’ve the fitting content material on the proper stage of their journey journey. For instance, automated pre-arrival emails embody the check-in time and the power to pre-book eating and actions, which not solely drives income, but in addition visitor satisfaction, since friends can higher plan their time on vacation.
The advertising staff additionally leverages Revinate Advertising and marketing to drive room bookings with one-time campaigns. A “Celebration Suite” marketing campaign, for instance, drove 262 room nights and a 41% open price, which is a testomony to the resort’s robust knowledge hygiene. Equally, the resort’s month-to-month e-newsletter (featured proper) noticed a 38% open price in January and drove 80 direct room nights.
The outcomes
With Revinate Advertising and marketing, Lodge Wailea drives direct room and ancillary income and ensures that share doesn’t shift to OTAs. Revinate efficiency highlights embody:
- Lowered buyer acquisition price by 50% and elevated repeat friends by 100%
- Common e-mail well being: 75%
- Common open price per marketing campaign: 38%
