The brand
Located on the southern stretch of Seminyak Beach, on the southwest coast of Bali, Indonesia, Hotel Indigo Bali Seminyak Beach is an easy 30-minute drive from Ngurah Rai International Airport. The resort features 289 rooms and suites, including 19 villas with private pools, all set out across the prime Seminyak beachfront. The design-led concept is infused with local stories and reflects the evocative culture of the vibrant Seminyak neighborhood. Experience the inspired services where centuries of tradition meet the stylish contemporary lifestyle.
The challenge
Before adopting Revinate Marketing, the Marketing team at Hotel Indigo Bali encountered several challenges that hindered their efforts. Because guest data lived in multiple systems across the property, it was hard to gain insights into guest preferences and behaviors. As a result, creating marketing campaigns that leveraged segmentation or personalization were manual and time-consuming, which meant that there was less time to focus on cross-selling or upselling.
Tracking campaign performance was also a challenge, with no way to tie revenue back to marketing campaigns. This lack of comprehensive data made it challenging to optimize marketing strategies for future campaigns.
The solution
Hotel Indigo Bali successfully addressed these challenges with Revinate Marketing. Following a quick implementation in August 2023, which included integration with the hotel’s PMS, Hotel Indigo now has one source of truth for guest data, allowing the marketing team to easily segment audiences based on demographics, preferences, and purchase history. This allows the team to easily create and deliver GDPR-compliant and personalized campaigns tailored to specific guest segments.
The team uses a mix of one-time campaigns and Revinate Marketing’s out-of-the-box automated campaigns to engage more efficiently with guests. A one-time promotion (featured right) sent in November drove 611 room nights and more than AED $100k in room revenue. Thanks to personalization, the campaign saw a 46% open rate and a 4% CTR, beating all industry averages.
An automated pre-arrival email sent seven days before guest arrival receives an average 74% open rate and 27% CTR. The email, sent on behalf of the General Manager, includes video content about the property and asks guests if they have any special preferences or if they’re celebrating a special occasion during their upcoming stay. To drive upsell revenue, the email also allows guests to enhance their stay by choosing from a variety of amenities, including breakfast, spa, airport transportation, room upgrades, afternoon tea, and much more.
After just six months of using Revinate Marketing, Hotel Indigo has made great strides towards its objective of driving direct bookings. Thanks to integration with booking platforms, Revinate Marketing provides both a seamless purchase experience for guests who respond to campaigns and an easy way to attribute revenue to marketing efforts. Revinate’s robust reporting capabilities include actionable insights into campaign performance, enabling data-driven decision-making and optimization of marketing strategies.
The results
Revinate Marketing has already become a valued platform for the marketing team at Hotel Indigo. Ria says, “With Revinate, we can improve customer relationships, streamline processes, increase efficiency, enable faster decision-making, deliver better customer service, and foster continuous improvement.” The solution also delivers proven results, including:
- AED $9.3M in lifetime revenue
- Average open rate: 41% (per campaign)
- Average room revenue: AED $258K (per campaign)
