Daniel Thwaites drives visitor loyalty with Revinate e-mail advertising and marketing.

Daniel Thwaites drives visitor loyalty with Revinate e-mail advertising and marketing.

Daniel Thwaites drives visitor loyalty with Revinate e-mail advertising and marketing.

Email marketing campaign from Daniel ThwaitesThe model

Daniel Thwaites is a UK hospitality firm with resorts, convention venues, inns, spas, lodges, and pubs. For over 215 years, it has put clients on the coronary heart of every thing it does, recognizing that small particulars make an enormous distinction to the visitor expertise. The corporate operates two distinct collectives: Thwaites Pubs and Brewery, which the corporate is most well-known for, and luxurious Accommodations and Inns, composed of fastidiously chosen properties throughout the UK from Penrith to Southampton, that are all dog-friendly, distinctive in fashion, and situated in really superb places.

The problem

The senior management crew at Daniel Thwaites lately doubled their dedication to bettering their Internet Promoter Rating (NPS). They acknowledged that hospitality meant nothing if company weren’t keen to suggest the model to their households and mates. Nevertheless, offering wonderful buyer experiences at scale required entry to visitor information. This posed a problem to the advertising and marketing crew and personnel throughout the 23 managed resorts and inns. Whereas there was an information administration system in place, employees had been required to manually merge information from completely different programs, export lists, and manipulate information to get any use from it. This time-consuming and resource-intensive course of made it troublesome for employees to determine loyal company or personalize communications successfully.

The answer

To deal with these challenges, Daniel Thwaites introduced on Revinate Advertising and a CRM supervisor, Lindsay Armstrong, to supervise their e-mail advertising and marketing campaigns. A newcomer to resort advertising and marketing, she wasn’t accustomed to Revinate as a hospitality-specific answer, however when she requested different hoteliers about it, the suggestions was universally optimistic. She shortly understood how Revinate may assist execute the model’s priorities, which embody driving visitor loyalty and selling cross-property bookings.

With Revinate Advertising at her disposal, Lindsay now executes focused campaigns with precision and effectivity. Somewhat than counting on generic blanket campaigns, she fastidiously personalizes messages for every visitor, fostering a extra significant and impactful engagement technique that drives loyalty.

Utilizing the options segmentation instruments, Lindsay targets particular teams of company. She promotes native occasions and spa specials to native company who stay inside driving distance. In the meantime, company touring from afar are provided seasonal promotions to encourage them to guide a keep. For instance, a spring break drip marketing campaign (featured proper) for The Beverley Arms drove 169 room nights (£25K in income) with a 54% open fee and 4% click-through fee.

Along with one-time promotions, the crew leverages highly effective options in Revinate Advertising to execute automated lifecycle advertising and marketing campaigns. These recurring campaigns embody:

  • Pre-arrival emails to supply particulars concerning the keep and recommend potential upgrades at simply the correct second.
  • Automated OTA winback campaigns to encourage OTA bookers to share their contact info with Daniel Thwaites so the properties can market to company on to seize a direct reserving on their subsequent keep.
  • We miss you campaigns, segmented by geo location and NPS, to cross-promote properties to encourage exploration throughout the portfolio.
  • Cancellation restoration campaigns to encourage company with canceled bookings to rebook their keep at one other time.
  • Double opt-in emails to extend visitor curiosity and adjust to regulation.

Given the excessive engagement fee of automated campaigns, which happen at simply the correct second within the traveler’s journey, these emails are extremely efficient. For instance, an automatic double opt-in e-mail marketing campaign for Solent Resort & Spa drove £29.6K in direct income because of an unimaginable 71% open fee and 31% click-through fee.

The crew is thrilled with the revenue-driving capabilities of Revinate Advertising, and they’re equally enthusiastic about the way it powers the model’s loyalty program. With Revinate’s loyalty tiers and arrivals reporting, repeat company are simply recognized as much as 5 days earlier than arrival. Employees can shortly see how usually they’ve stayed with the model and are empowered to “shock and delight” company upon check-in with in-hotel perks chosen by the property primarily based on their loyalty tier.

The “shock and delight” program is much extra versatile in comparison with a standard points-based loyalty program. It doesn’t require the identical degree of administration, since company don’t want to enroll in a cumbersome points-based membership. As a substitute, their keep historical past is seen to employees in Revinate Advertising. Better of all, company aren’t even conscious that there’s a loyalty program so they’re really shocked and delighted, which drives goodwill and loyalty.

In the end, this system goals to domesticate distinctive visitor experiences, fostering optimistic evaluations and suggestions on social media platforms. This virtuous cycle then attracts new company, driving visitation and additional enhancing the institution’s repute. And it really works. A March 2024 TripAdvisor assessment for one of many properties reads, “Excellent keep – Wonderful service, high quality and site. Had a room improve, which was a beautiful shock. Left a fantastic feeling of an ideal evening away. Some wonderful, good touches. Cozy, quiet and stress-free. Parking straightforward and breakfast, included, was first-class.”

The outcomes

Earlier than Revinate Advertising, there was no means to hyperlink advertising and marketing initiatives on to income or gauge the affect of loyal patrons. Nevertheless, with Revinate, groups can seamlessly assess the efficacy of their efforts, refine methods for optimum efficiency, and acknowledge and incentivize loyalty amongst company. Lindsay says, “Revinate is a lot greater than a advertising and marketing software. It helps us leverage information to make strategic enterprise choices.”

With Revinate, Daniel Thwaites has achieved:

  • Lifetime income: £7M
  • E mail well being: 63%
  • Common open fee on e-mail campaigns: 43%
  • Common click-through fee on e-mail campaigns: 4%
  • Internet Promoter Rating: 5.8% enhance YoY
  • A well-built “shock and delight” loyalty program