How InnHotels Switched to Revinate Marketing and Drove 1000 Bookings in a Single Campaign

MARKETING

When InnHotels switched to Revinate, Lisa Levasseur, President of InnHotels, had done a year’s worth of research in testing other products. Ultimately she decided on Revinate’s impressive solution-set. When Lisa introduced Revinate to the InnHotels team, she hoped it would help them drive more direct revenue. Less than a year later, the hospitality group is driving significantly more direct revenue with guest marketing, up to 1000 bookings in one campaign. As a result of their outstanding revenue results with Revinate, the team hired five additional marketers to expand usage of Revinate across the portfolio and maximize direct revenue for the company. While their competitors were cutting staff, InnHotels was growing.

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.”

Top 3 Core Objectives: Drive Direct Revenue

Personalization and segmentation: “Being able to segment our campaigns based on guest attributes helps us talk with them, not at them."
Better database health: Using the Arrivals Report in Revinate Marketing, the front desk staff can quickly see what information they have on incoming guests.
Aligns the properties: With Revinate as their central platform, InnHotels aligned the team and delivered a consistent guest experience while exceeding revenue objectives.

"“Revinate’s user-friendliness and all the tools and resources provided have made our team better marketers. The templates are there, so it's easy and you can’t mess up. You can just add to the personalized hotel experience offered.”"

Lisa Levasseur

President

Innovators Mentioned

InnHotels

Revinate

Lisa Levasseur

President

InnHotels

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👍 President Lisa Levasseur said 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:

"“Revinate’s user-friendliness and all the tools and resources provided have made our team better marketers. The templates are there, so it's easy and you can’t mess up. You can just add to the personalized hotel experience offered.”"

⚖️ The selection process: During their research process, Lisa Levasseur evaluated Revinate's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Revinate was the best fit solution:

President Lisa Levasseur said, about their decision: ""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.”"

📈 The results: 400% Increase in Campaign Results