- HOTEL TYPE: Group
- SOLUTIONS USED: Revinate Marketing, Revinate Guest Feedback, Cart Abandonment
- REGION: North America
- GOAL: Drive direct income.
- STRATEGY: Focus on automated e mail campaigns.
- RESULTS: $28M in lifetime income.
Meet the shopper
Revenue pushed by the Cart Abandonment function alone pays the Revinate bill every month.
Kirby Pratt, Director of Marketing, Central Washington, Columbia Hospitality
The model
Columbia Hospitality is a number one hospitality options supplier and administration firm primarily based in Seattle, Washington. Its rising portfolio consists of award-winning resorts and resorts, premier residential communities, eating places and bars, personal and public golf golf equipment, convention facilities, and distinctive venues. Kirby Pratt is accountable for advertising 4 properties managed by Columbia Hospitality, together with The Lodge at St. Edwards Park and Icicle Village Resort in Leavenworth, Washington.
The problem
With a number of resorts to market, Kirby Pratt’s days are extremely busy. Promoting the resorts and driving bookings at 4 distinct properties requires Kirby to be inventive but in addition knowledge pushed. Her campaigns usually reap the benefits of the seasons and components that make the properties distinctive, like Christmas tree lighting celebrations in Leavenworth, movie star cooks, or fabulous spas. But the science of marketing campaign constructing is segmenting the campaigns to get probably the most engagement. Top of thoughts for her is at all times driving probably the most worthwhile bookings — those who come immediately from the web site.
The answer
When Kirby started utilizing Revinate Marketing and Cart Abandonment two years in the past, she discovered an always-on answer for driving direct bookings that dramatically improved her effectivity. She created a bunch of automated campaigns, together with OTA Winback and pre-arrivals, however the one which drove the best engagement for her properties was Cart Abandonment. At The Lodge at St. Edwards, the emails, despatched to visitors that abandon their cart, obtain a mean open price of 75% and a 12% CTR. This one “set it and forget it” marketing campaign has pushed greater than 170 room nights.
Kirby additionally takes benefit of how simple it’s to create one-time or drip campaigns in Revinate Marketing. She has had nice success with seasonal campaigns, together with a NYE provide at The Lodge at St. Edwards Park. Leveraging the segmentation function in Revinate Marketing, she focused visitors who stayed on the lodge a number of occasions in 2023 and personalised the provide to talk to these loyal visitors. This one-time marketing campaign drove 238 room nights and greater than $62K in direct income.
The outcomes
Revinate allows Columbia Hospitality to effectively and cost-effectively drive direct income throughout the 4 properties that Kirby manages, the group has achieved the next outcomes:
- Cart Abandonment e mail open price: 75%
- Lifetime income: $28M
- Average room income: $10K per marketing campaign
Sanjana Chappalli
VP of Brand Marketing and Communications
Revinate, Inc.