The brand
TPG Hotels, Resorts, & Marinas is a premier hotel management company, operating hotel properties throughout the United States at all chain scales. By combining decades of industry experience with world-class technology, TPG Hotels & Resorts brings the best solutions to drive profitability for its clients and their portfolios.
The challenge
Like many hotel groups leveraging different technology platforms across their portfolio, TPG Hotels & Resorts struggled to capture guest insights and data in a single place. With limited visibility into guest histories, feedback, and behaviors, TPG found it difficult to deliver relevant, timely communications or provide exceptional service and experiences.
Additionally, TPG recognized the importance of driving and tracking direct bookings in response to OTA growth. But without a way to measure campaign ROI, TPG couldn’t optimize campaigns or articulate the value of marketing efforts to owners. Overall, TPG sought to strengthen guest relationships and loyalty to boost direct bookings, revenue, and their competitive position.
The solution
A subset of TPG Hotels & Resorts, including properties like Mills Falls at the Lake and The Lofts at Downtown Salem, leverages Revinate to gain deep guest insights and drive personalized experiences, versus marketing to the masses.
These hotels now have access to rich and actionable guest data in a single location. Leveraging Revinate Marketing’s segmentation features, the team creates tailored messaging by traveler type, promoting the offers that are the most relevant to each guest. Thanks to this personalization, the hotels are seeing impressive campaign results, with email open rates at 30% and average room revenue at $23k per campaign.
In addition, Revinate’s out-of-the-box, automated workflows deliver consistent, timely communications, encourage direct bookings, and drive loyalty. The properties employ “We Miss You” campaigns, which have driven $82k in total direct revenue; Pre-Departure campaigns, which have driven $45K in total direct revenue; and OTA win-back campaigns, which have driven $18K in total direct revenue.
Allie Singer, VP Marketing & Digital Strategy, explains, “Automation has played a pivotal role in elevating guest interactions, encompassing emails, texts, surveys, and more. A streamlined approach results in a seamless and highly efficient guest experience, ultimately leading to increased satisfaction levels and, in turn, a higher likelihood of repeat bookings and guest loyalty.”
Finally, campaign tracking in Revinate Marketing provides data to optimize campaigns and prove marketing value. Of the reporting, Allie says, “Revinate gives us the opportunity to qualify and quantify our work, showing the need for investment in marketing with a clear ROI.”
The results
With Revinate Marketing, TPG Hotels & Resorts achieved the following results:
- Increased direct bookings and revenues through personalized, timely booking communications.
- Improved guest loyalty and experiences by optimizing every interaction.
- Enhanced competitive edge by strengthening guest relationships.
- Clear ROI reporting to guide marketing optimization.
- Efficient workflows and elevated service levels via automation.
- Valuable guest insights to tailor communications and offers.
- Empowered teams to make data-driven decisions.
- Increased guest feedback to improve service.
