Why it matters:
Lisa attributes the segmentation feature in Revinate Marketing to improving how the hotel engaged with guests. She says, “Being able to segment our campaigns based on guest attributes helps us talk with them, not at them. Our campaigns don’t feel sales-y so our open rates are well above industry average at 30% and our CTR has increased 60% with Revinate. We see an impressive increase in revenue as a result.” Some segments that work particularly well for the brand are family and geo. An ‘escape the city lights campaign’ targeted at Calgary and Edmonton guests drove exceptional results for the Copper Mountain resort because the messaging resonated so well with city-dwellers.
Prior to using Revinate, a Boxing Day campaign that was sent in 2019 saw a 21% open rate. With Revinate’s advanced guest data management and segmentation tools, the Boxing Day campaign sent in 2021 had a 41% open rate, a 95% improvement. With exceptional results from Revinate campaigns, the team has chosen to focus on email as its primary revenue-producing channel and not spread efforts and time across other channels.
Another way that Revinate Marketing helps InnHotels engage its guests is through easy-to-use design tools that give the brand control over the look and feel of campaigns. Lisa says, “Revinate’s user-friendliness and all the tools and resources provided have made me and my team better marketers. The templates are there. You can’t mess anything up. You can just add to the experience.”