The model
StayWell Holdings, one of many largest lodge administration teams in Asia Pacific, along with its strategic companions and mother or father firm Seibu Prince Resorts Worldwide Inc., function a various portfolio of accommodations worldwide. Mixed model choices embrace The Prince Akatoki, The Prince, Grand Prince Resort, Park Regis by Prince, Park Regis, Coverage, Park Proxi, Prince Resort, Prince Sensible Inn, and Leisure Inn.
Along with Prince Resorts & Resorts, StayWell has set a strategic aim to ship 250 accommodations within the medium to long run, with growth deliberate throughout a number of areas together with Asia Pacific, South East Asia, China, Japan, the Center East, Europe, and the USA.
The problem
A strategic marketer, Trent Pigram is aware of that visitor information is the important thing to profitable advertising and marketing campaigns. However in 2021, with a restricted electronic mail advertising and marketing answer in place, he didn’t have the info he wanted to help creating his advertising and marketing methods. With out visitor information to know a number of audiences, he was unable to section his viewers for personalised advertising and marketing. And, with out good reporting information, he was unable to see strategic marketing campaign efficiency, help accommodations in elevating their electronic mail advertising and marketing communication, or know whether or not new approaches had been serving to to drive higher outcomes.
The answer
In 2021, StayWell Holdings made the choice to make use of Revinate Advertising and marketing throughout its portfolio of 18 accommodations, giving Trent the entry to information that he must be profitable in driving enterprise for the accommodations. Now, with Revinate, he can apply segmentation and automation to extend engagement and direct income.
Automated upsell campaigns in Revinate Advertising and marketing have been particularly profitable at bringing in direct income for the group’s metropolis accommodations. After reserving however earlier than check-in, Revinate mechanically reaches out to visitors to supply early check-in, late check-out, room upgrades, and extra. These upsell presents, along with “we miss you” campaigns despatched 90 days after check-out, have confirmed to be nice income mills for the accommodations.
Revinate additionally offers Trent with the reporting he wants to know what’s working for the accommodations and the place there’s room for enchancment. He can use the metrics offered by Revinate Advertising and marketing, reminiscent of open charges, click-through charges, and income attributions primarily based on numerous segmentation ways, however he may also analyze the info for extra advanced evaluation.
He says, “As a result of Revinate and the PMS are built-in, I lastly have the income attribution I want to know our visitors’ buy habits. I can see how lengthy it takes for a visitor to guide after receiving an EDM, and the pivotal position electronic mail advertising and marketing performs within the reserving journey.”
Automation and reporting assist Trent optimize his campaigns to enhance efficiency. He is aware of that his open charges are best when he sends campaigns to engaged visitors, in order that’s a section he focuses on for income technology. He has additionally discovered success by testing follow-up emails and using a retargeting technique for visitors that didn’t guide after the primary electronic mail.
With an extra concentrate on database progress and well being, StayWell leverages qualification campaigns to seize electronic mail addresses whereas additionally supporting their lead-gen technique. These campaigns are triggered as soon as a lead submits a kind on their web site. This always-on marketing campaign has pushed 445 room nights in 12 months, or A$136,000+ in income.
The outcomes
With Revinate Advertising and marketing, StayWell Holdings has pushed greater than A$10M in income, making electronic mail a number one direct reserving channel for the properties. Along with income, Revinate Advertising and marketing can be credited with serving to the accommodations grow to be extra data-centric. Trent notes, “On-property employees love reviewing Revinate’s Arrival Report back to see who’s checking in. With the ability to drill down into the profiles helps them guarantee an important keep. And, it additionally helps them see once we are lacking information, like electronic mail addresses, which can be so necessary for our advertising and marketing technique. Database progress is a aim for 2024, and Revinate will assist us measure our outcomes.”
