The model
Centrally located in certainly one of Singapore’s most vibrant heritage districts, Vacation Inn Singapore Little India enjoys an accessible location atop Farrer Park MRT station, offering unmatched entry to town. With 300 modern visitor rooms fitted with fashionable facilities, Vacation Inn Singapore Little India additionally incorporates a eating outlet, a foyer lounge, breezy al fresco bar, gymnasium, and outside swimming pool.
The problem
To capitalize on the richness of Vacation Inn Singapore Little India’s distinctive people-centric strategy and vibrant neighborhood the property is located in, the property’s advertising and marketing staff wanted an answer to ship well timed, related, and personalised e-mail advertising and marketing campaigns that seize the eye of their database. Their aim was to transcend conventional campaigns and share native information with company that might improve the general visitor expertise.
The answer
In July 2022, the staff began utilizing Revinate Advertising to create and ship one-time campaigns that highlighted the property and native sights. Additionally they automated revenue-generating campaigns, equivalent to pre-arrival, upsell and post-stay campaigns that targeted on driving repeat guests and evaluations — each important metrics for the success of the resort.
To foster neighborhood engagement of their e-mail advertising and marketing technique, the property advertising and marketing staff wove people-centric angles into their marketing campaign templates created in Revinate Advertising. For instance, the staff included digital paintings created by a neighborhood artist with disabilities who was impressed by the resort and the distinct neighborhood into all marketing campaign templates, demonstrating the resort’s dedication to inclusivity and selling authenticity.
Using the superior segmentation options in Revinate Advertising permits the property’s advertising and marketing staff to realize a deeper understanding of its company and use that information to enhance marketing campaign efficiency. The staff develops campaigns by segmenting company primarily based on key standards, equivalent to spend habits, preferences, or demographics. Friends who opened however didn’t click on via a marketing campaign are retargeted with further value-based messaging to enhance and drive conversion. This marketing campaign achieved a robust open price of 79.2% which is greater than twice the Singaporean common of 31%.
One other profitable marketing campaign concerned segmenting the visitor database by historic spend and frequency. On this marketing campaign, the property’s top-spending company had been rewarded with eating incentives with the aim of cross-selling room stays and eating choices and driving return stays with the intention to promote stickiness. This marketing campaign achieved a robust open price of 48% (17% larger than the 2023 Singaporean common).
The outcomes
Revinate Advertising permits the staff to conduct A/B testing to repeatedly optimize efficiency of their e-mail campaigns — resulting in excessive open, click-through, and conversion charges. The highly effective reporting options additionally assist the staff at Vacation Inn Singapore Little India to grasp which messages resonate with company and the place individuals are clicking in an e-mail. By means of steady optimization, the resort’s 2023 campaigns achieved above-average open and click-through charges of 38% and three%, respectively.
