IPP HOTELS is a set of 8 properties in Austria. Each is exclusive and affords one thing completely different to vacationers, whether or not it’s luxurious facilities at Resort Landgut & SPA Althof Retz or an inexpensive place to put your head in Austria at Resort I’m Inn Wieselburg or the arte Lodges in Vienna and Salzburg.
When Covid-19 hit in 2020, the staff at IPP HOTELS had time to guage their advertising and marketing expertise. Particularly, they seemed 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 visitors for all properties.
Throughout 8 properties, IPP HOTELS was utilizing 3 reserving engines. In consequence, visitor information was unfold throughout a number of databases — and there was no straightforward technique to centralize it.
Lodges had been on their very own when it got here to operating promotions with electronic mail advertising and marketing. As a model, they despatched a templated month-to-month publication that was tough to personalize.
The company staff knew that to successfully market to their visitors, they would wish a single resolution to deal with visitor profiles, plus the segmentation instruments that might enable them to speak in a focused manner. On high of that, managing visitor information was tough with Normal Information Safety Regulation (GDPR) requirements.
IPP HOTELS’ Advertising and marketing 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 and marketing might drive income by delivering customized campaigns and upsell affords for rooms and facilities via 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”.
After a fast implementation, the IPP HOTELS staff was skilled and started creating automated campaigns. With all information lastly de-duplicated and unified into Revinate’s single Visitor Information Platform, the model was capable of centralize advertising and marketing, permitting lodges to concentrate on their on-property visitors.
Lisa Schober, Public Relations Assistant at IPP HOTELS, explains the quick advantages of Revinate.
“The very first thing I observed was how straightforward it was to create a publication in Revinate Advertising and marketing,” she says. “Our earlier publication required a strict template that left little room for creativity or model expression. With Revinate, it’s straightforward to create great-looking newsletters that symbolize our model.”
The publication 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 charge and a 3% click-through charge.
Recognizing the ability of having 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 info, Schober can ship extra focused campaigns which are extra more likely to convert.
With consolidated visitor information, Schober has a whole view of all visitors throughout the model and may higher perceive her high segments and most vital clients.
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 charge of 28%
- A median click-through charge of three%
Lastly, with Revinate Advertising and marketing, the model was capable of create automated campaigns to win again OTA visitors and upsell visitors who have already got stays booked.
As well as, they leverage an automatic birthday marketing campaign via Revinate to ship good needs and a voucher. The marketing campaign has been operating for lower than a 12 months and has already generated 136 room nights — thanks largely to a forty five% open charge.