Why it matters:
Nurturing guests via a monthly newsletter, let alone the occasional email campaign, isn’t always the focus for roadside motels and Jeff Durham, the owner, wasn’t immediately convinced; “I didn’t even think we needed a newsletter. Most of our reservations come on the same day. I didn’t think we would have lots of repeat guests since I assumed most people were just passing through.”
What Jeff did know was that he wanted to shift away from OTAs, which were driving a significant portion of the motel’s revenue. He hired a marketing coordinator, Danielle Krey, and her first suggestion was to begin nurturing past guests via email. Little did they know that something as simple as this would drive such meaningful revenue results for the hotel and ultimately transform their approach to guest loyalty.