The model
IPP HOTELS is a group of 8 properties in Austria. Each is exclusive and affords one thing totally different to vacationers, whether or not it’s luxurious facilities at Resort Landgut & SPA Althof Retz or an reasonably priced place to put your head in Austria at Resort I’m Inn Wieselburg or the arte Accommodations in Vienna and Salzburg.
The problem
When Covid-19 hit in 2020, the staff at IPP HOTELS had time to guage their advertising and marketing expertise. Particularly, they regarded into whether or not their instruments had been sufficient to help their finish aim of leveraging a centralized information platform together with a unified advertising and marketing resolution to speak with friends for all properties.
Throughout 8 properties, IPP HOTELS was utilizing 3 reserving engines. Because of this, visitor information was unfold throughout a number of databases — and there was no straightforward strategy to centralize it.
Accommodations had been on their very own when it got here to working promotions with e mail advertising and marketing. As a model, they despatched a templated month-to-month e-newsletter that was tough to personalize.
The company staff knew that to successfully market to their friends, they would want a single resolution to accommodate visitor profiles, plus the segmentation instruments that might enable them to speak in a focused approach. On prime of that, managing visitor information was difficult with Common Information Safety Regulation (GDPR) requirements.
The answer
IPP HOTELS’ Advertising Director, Markus Hann, recalled a dialog he had with a Revinate consultant at an expo in 2019, they usually reconnected in 2020 to debate the answer. He’s glad he made that call.
“Revinate Advertising might drive income by delivering customized campaigns and upsell affords for rooms and facilities by way of focused visitor segmentation,” Hann says. “And as a part of the implementation course of, Revinate would carry all our visitor information collectively on a single platform and make it straightforward to stay GDPR compliant. I used to be bought and determined to maneuver ahead”.
The outcomes
After a fast implementation, the IPP HOTELS staff was educated and commenced growing automated campaigns. With all information lastly de-duplicated and unified into Revinate’s single Visitor Information Platform, the model was in a position to centralize advertising and marketing, permitting motels to concentrate on their on-property friends.
Lisa Schober, Public Relations Assistant at IPP HOTELS, explains the instant advantages of Revinate.
“The very first thing I seen was how straightforward it was to create a e-newsletter in Revinate Advertising,” she says. “Our earlier e-newsletter required a strict template that left little room for creativity or model expression. With Revinate, it’s straightforward to create great-looking newsletters that characterize our model.”
The e-newsletter is now driving trackable recurring income and generates a mean of €8,000 per ship. With a clear database, the engagement charges are additionally spectacular. The newsletters now have a 28% open price and a 3% click-through price.
Recognizing the facility of with the ability to ship customized emails, Schober instantly started engaged on capturing visitor preferences, together with whether or not they tended to journey for work, for pleasure, alone, or with their households or pets. She additionally captured what their hobbies had been. With this data, Schober can ship extra focused campaigns which are extra more likely to convert.
With consolidated visitor information, Schober has a whole view of all friends throughout the model and might higher perceive her prime segments and most essential prospects.
The staff noticed the next outcomes after simply 18 months:
- A median of €11,000 of direct income per marketing campaign despatched
- 106 room nights generated per marketing campaign
- A median open price of 28%
- A median click-through price of three%
Lastly, with Revinate Advertising, the model was in a position to create automated campaigns to win again OTA friends and upsell friends who have already got stays booked.
As well as, they leverage an automatic birthday marketing campaign by way of Revinate to ship good needs and a voucher. The marketing campaign has been working for lower than a 12 months and has already generated 136 room nights — thanks largely to a forty five% open price.