PHG elevated direct bookings with e-mail and SMS campaigns

The model

Pacific Hospitality Group (PHG) is a number one drive in lodge administration and funding. Embracing a strategic long-term imaginative and prescient, PHG focuses on each proudly owning and working motels and resorts throughout the USA, cultivating worth for buyers and fostering experience inside its administration groups. With a various portfolio encompassing branded and impartial properties, PHG leverages the strengths of legacy manufacturers whereas fostering innovation via its impartial resorts.

Notably, the Meritage Collection, an indicator of PHG’s impartial properties, options iconic way of life locations comparable to Ko’a Kea Resort and The Meritage Resort and Spa. PHG’s dedication to excellence and innovation resonates all through its portfolio, providing company unforgettable experiences in sought-after locations.

The problem

Earlier than implementing Revinate Advertising and marketing, PHG confronted a number of challenges with their visitor database and e-mail advertising and marketing technique. This included difficulties in monitoring income generated from visitor advertising and marketing initiatives. Furthermore, PHG’s former instruments lacked the agility and user-friendly interface wanted for the quick growth and execution of focused campaigns. Because of this, their capacity to personalize visitor experiences and successfully capitalize on upselling alternatives was restricted. Moreover, with out strong segmentation capabilities, PHG struggled to adequately tailor their messaging to completely different visitor segments, leading to much less profitable advertising and marketing campaigns.

The answer

With Revinate Advertising and marketing, PHG Resorts discovered a complete answer to their challenges, permitting them to enhance visitor engagement and drive direct bookings. As soon as Revinate Advertising and marketing was chosen as the brand new e-mail advertising and marketing and visitor knowledgebase answer, Marc Winchell was introduced on board to assist drive the advertising and marketing technique on the company workplace and help the properties’ marketing campaign efforts.

Revinate’s strong platform gives Marc and the on-property advertising and marketing administrators with the instruments they should combine personalization into their campaigns. The platform’s user-friendly interface and streamlined workflow allowed PHG to rapidly create and execute campaigns, enabling them to capitalize on upsell alternatives and drive income progress.

For instance, Koa Kea Lodge & Resort sends an automatic pre-arrival e-mail to company 14 days earlier than they arrive (featured proper). Company can browse particular provides and facilities to personalize their upcoming go to. The property has pushed greater than $78K in income from this recurring e-mail, attaining a 57% open fee and 25% click-through fee.

In February 2024, PHG carried out its two-tier loyalty program, Keep Golden, by using loyalty tiers in Revinate. This system permits the efficient assortment of visitor knowledge as a part of enrollment, resulting in improved database well being and correct emails for higher marketing campaign conversion. Marc leverages the tiers in segmentation efforts, offering member perks via Revinate’s automated upsell campaigns. Along with getting 10% off their keep and with the ability to choose their very own reward earlier than checking in, the best tier of company are the primary to be notified of promotions on the properties. For instance, a Renovation Sneak Peek marketing campaign for The Meritage Resort and Spa drove $107K in room income, with a 35% open fee and a couple of% click-through fee on the marketing campaign.

Earlier than company check-in, Marc makes use of Revinate Ivy to acknowledge loyalty members and encourage others to enroll. The SMS marketing campaign has been an efficient approach to get company’ consideration and additional the model’s direct reserving efforts.

PHG takes segmentation a step additional by categorizing marketing campaign recipients based mostly on loyalty tiers and geo-location. This focused strategy is especially efficient for company visiting Napa properties from in-state. Native company obtain notifications about lodge occasions and are enticed to increase their stick with particular provides. This technique has confirmed extremely profitable, as native company should not constrained by flight change charges, leading to sturdy conversion charges.

Marc lately launched an automatic cart abandonment drip marketing campaign for Pasea Lodge & Spa to win again company who deserted the reserving course of. This marketing campaign has pushed $250K in room income, with a 66% open fee and eight.3% click-through fee — far above the trade common.

Revinate’s detailed analytics and reporting functionalities present PHG with helpful insights into the efficiency of their advertising and marketing initiatives, permitting them to trace income attribution precisely and optimize their methods for max effectiveness.

The outcomes

Revinate has rapidly confirmed its worth at PHG. In only one 12 months of utilizing Revinate, PHG has achieved spectacular outcomes:

• Lifetime income: $13M inside one 12 months of launch
• Common room income: $14K per marketing campaign