How It Works

A different approach to hotel e-marketing

We take a different approach to email marketing because the old way of doing things is tapped out. Hotels rely on e-blasts to fill beds, but mass market emailing techniques produce higher unsubscribe rates and less effective returns.

Simple, Yes.

1

THE PROBLEM

Most hotels rely mainly on offer emails. These a) fatigue the hotel's list, b) result in higher unsubscribe rates, and c) ultimately drive down room rates. This problem occurs because hotels think about email marketing like retailers instead of hoteliers.

2

AUTOMATION IS NOT ENOUGH

Automated emails, particularly if segmented lists are used, outperform one-time offers. They create a good foundation for generating revenue, but they are largely discount driven. This erodes rate integrity over time.

3

RELATIONSHIPS WIN

The next frontier in hotel e-marketing is stories. Stories forge deep connections between your audience and the faces of your brand. Fully engaged customers are less price sensitive, regardless of market segment.

Easy, No.

1

CHALLENGES

Success requires a detailed and extremely disciplined strategy with a highly salient USP. Not many hotels are up to this type of marketing. Further, it is a new approach without much precedent. And it's difficult to move the needle on bargain travelers.

2

REDEFINING BRAND

Traditional ideas of branding must be abandoned. Stories about your staff and "back of house" are a shortcut to achieving the kind of interest and engagement that will keep your hotel top-of-mind and personally connected. 

3

AVERAGE WON'T WORK

The kind of storytelling required involves intensive brainstorming, research, and word-craft. These are stories that tug the heart strings and evoke laughter. True storytelling is extraordinarily difficult, but it has created human connections for 1000 years.
Email is 4X more powerful than social media as a customer engagement tool

Who Can Benefit Most

Generally, this approach works best with independent leisure hotels. Large brands have an opaque commercial identity. Business hotels depend on pragmatic motivations.

MIDMARKET

Gallup has shown that emotional ties mitigate financial concerns, giving engagement unique value in the middle market.

URBAN

Hotels in urban tourism destinations face tremendous competition. Email can build guest loyalty while boosting direct bookings.

LUXURY

Engagement tactics are extremely lucrative in this segment, with engaged luxury guests spending an average of $910 per day.
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© 2019 Brand Stampede Inc.
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