How Revinate helped IPP HOTELS unify its visitor knowledge

How Revinate helped IPP HOTELS unify its visitor knowledge

How Revinate helped IPP HOTELS unify its visitor knowledge

The model

IPP HOTELS is a set of 8 properties in Austria. Every one is exclusive and gives one thing completely different to vacationers, whether or not it’s luxurious facilities at Lodge Landgut & SPA Althof Retz or an inexpensive place to put your head in Austria at Lodge I’m Inn Wieselburg or the arte Inns in Vienna and Salzburg.

The problem

When Covid-19 hit in 2020, the staff at IPP HOTELS had time to judge their advertising and marketing expertise. Particularly, they appeared into whether or not their instruments have been sufficient to help their finish aim of leveraging a centralized knowledge 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. Because of this, visitor knowledge was unfold throughout a number of databases — and there was no straightforward technique to centralize it.

Inns have been on their very own when it got here to working promotions with electronic mail advertising and marketing. As a model, they despatched a templated month-to-month publication that was troublesome to personalize.

The company staff knew that to successfully market to their visitors, they would want a single resolution to deal with visitor profiles, plus the segmentation instruments that may enable them to speak in a focused approach. On high of that, managing visitor knowledge was difficult with Normal Knowledge 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, and so they reconnected in 2020 to debate the answer. He’s glad he made that call.

“Revinate Advertising and marketing may drive income by delivering customized campaigns and upsell gives for rooms and facilities by way of focused visitor segmentation,” Hann says. “And as a part of the implementation course of, Revinate would deliver all our visitor knowledge collectively on a single platform and make it straightforward to stay GDPR compliant. I used to be offered and determined to maneuver ahead”.

The outcomes

After a fast implementation, the IPP HOTELS staff was skilled and started growing automated campaigns. With all knowledge lastly de-duplicated and unified into Revinate’s single Visitor Knowledge Platform, the model was capable of centralize advertising and marketing, permitting resorts to give attention to 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 signify 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 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 have been. With this info, Schober can ship extra focused campaigns which are extra prone to convert.

With consolidated visitor knowledge, Schober has an entire view of all visitors throughout the model and might higher perceive her high segments and most necessary prospects.

The staff noticed the next outcomes after simply 18 months:

  • A mean of €11,000 of direct income per marketing campaign despatched
  • 106 room nights generated per marketing campaign
  • A mean open charge of 28%
  • A mean 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 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 charge.