Most hotel marketing teams operate under the assumption that their guest databases represent comprehensive coverage of past visitors, but systematic audits consistently reveal that fewer than 25% of actual guests can be effectively reached through email campaigns. We like to introduce these articles with practical examples based on the experiences hotel groups share with us […]
When it comes to GDPR, a million-dollar fine is not always linked to a cyber-attack: it can also be due to poor management of guest data in areas such as retention, consent or processing. When the CEO of a hotel group with 47 properties was asked by the board to assess the maturity of its […]
How verified guest databases become revenue engines through systematic campaign automation—and why manual email marketing fails at enterprise scale. A 34-property hotel group sent identical promotional emails to 180,000 past guests last month. The campaign generated just 47 direct bookings—a conversion rate of 0.026%. Three weeks later, they implemented automated segmentation and personalization workflows. The […]
Most hotel IT teams deploy email collection systems that accept invalid addresses at a 30-40% rate, creating downstream deliverability problems that cost millions in missed direct bookings and damaged sender reputation. A 34-property European hotel group’s Marketing Director couldn’t understand why their email campaigns were generating only 2.3% conversion rates despite targeting past guests with […]
In today’s highly competitive hospitality industry, a comprehensive and high-quality guest database is crucial for driving direct bookings, enhancing guest loyalty, and maximizing revenue. Yet, many hotel groups fall short in capturing the majority of guest data from visitors who stay at their properties. This results in missed opportunities for marketing, diminished revenue growth, and […]
The hotel business is changing dramatically in the digital era, and digital check-in systems are leading the way in improving visitor experiences. However, there are significant differences in these strategies’ efficacy, particularly when hotel groups use them because they have particular operating requirements. The reasons why specialized digital check-in solutions work far better for hotel […]
