Tuesday, February 27, 2024

How Revinate helped IPP HOTELS unify its visitor information

The model

IPP HOTELS is a set of 8 properties in Austria. Each is exclusive and gives 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 Inns in Vienna and Salzburg.

The problem

When Covid-19 hit in 2020, the crew at IPP HOTELS had time to judge their advertising know-how. Particularly, they regarded into whether or not their instruments had been sufficient to assist their finish aim of leveraging a centralized information platform together with a unified advertising answer to speak with visitors 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 simple option to centralize it.

Inns had been on their very own when it got here to operating promotions with e-mail advertising. As a model, they despatched a templated month-to-month publication that was troublesome to personalize.

The company crew knew that to successfully market to their visitors, they would wish a single answer to accommodate visitor profiles, plus the segmentation instruments that may enable them to speak in a focused approach. On prime of that, managing visitor information was difficult with Normal Information Safety Regulation (GDPR) requirements.

The answer

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 may drive income by delivering personalised campaigns and upsell gives for rooms and facilities by focused visitor segmentation,” Hann says. “And as a part of the implementation course of, Revinate would convey all our visitor information collectively on a single platform and make it simple to stay GDPR compliant. I used to be bought and determined to maneuver ahead”.

The outcomes

After a fast implementation, the IPP HOTELS crew 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 in a position to centralize advertising, permitting accommodations to deal with their on-property visitors.

Lisa Schober, Public Relations Assistant at IPP HOTELS, explains the speedy advantages of Revinate.

“The very first thing I seen was how simple 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 simple 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 personalised 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 visitors throughout the model and might higher perceive her prime segments and most essential clients.

The crew 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 in a position to 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 by Revinate to ship good needs and a voucher. The marketing campaign has been operating for lower than a yr and has already generated 136 room nights — thanks largely to a forty five% open charge.

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