HOW TO CHOOSE THERIGHT HOSPITALITYEMAIL MARKETING PROVIDER

Solutions for email marketing have exploded in the last decade, with brands such as Hubspot and MailChimp becoming household names. But before you ask your non-hotelier friends for recommendations, it’s important to consider the specific marketing needs of your hotel.

It will become clear that having a hospitality-specific solution that integrates with your PMS is crucial to your long-term marketing success.

EMAIL MARKETING SOLUTION

It’s no surprise that most email solutions can’t integrate with

your PMS. Hospitality software tends to be closed off and

isolated from most of the tech world. But without access

to your guest database, PMS fields, or guest journey, it’s

impossible to create automated and smartly-segmented

campaigns that are relevant for hospitality. In addition,

without the ability to suppress recipients, like guests with

future stays, you will most likely create a few customer

service headaches for you and your team.

PMS INTEGRATIONOvercome the barriers of generic email platforms

and create segments that leverage the data already

stored in your PMS system.

SEGMENTATION / PERSONALIZATIONProper segmentation is critical for hotels to implement successful email campaigns. Without accessing guest profiles and reservation data, it’s impossible to connect with guests on a personal level. Hospitality-specific solutions empower hotel marketers to actively change they way they connect with guests.

REVENUE ATTRIBUTIONEffectively attributing revenue to marketing can be

extremely difficult. Using generic tools can leave

you blind in determining the success of your email

marketing efforts. Hospitality-specific solutions

change this by pairing emails with guest reservations

to attribute revenue correctly.

SPECIALIZED SOLUTIONSHospitality-specific solutions are evolving and changing all the time, aiming to solve pain points unique to hotel marketers, not just marketers in general. Generic solutions often aim to satisfy all industries which means not all updates are applicable to hoteliers.

CULTURE AND AGILITYWhen evaluating email marketing vendors that service the

hospitality industry, you should consider the culture of the

company and how quickly they are evolving. Here are a few

things to consider:

Do you believe in their mission and goal?Consider working with a provider that has a mission and goal

you believe in. This not only builds trust between you and your

vendor, it also helps you better understand the direction they

are heading and how that will benefit you over time.

Are they here to change the industry?Some companies are disruptive and forward-thinking, while others are here to squeeze you out of every cent. In marketing, it’s those who can challenge convention who are most effective, and choosing a vendor is no different. Look for a vendor who is truly bringing innovation to hospitality.

Do they understand your challenges?Depending where talent within a company comes from, they

may or may not truly understand the needs of hoteliers. The

more a vendor can relate to and understand the challenges

you’re facing day in and day out, the more they can provide

solutions to combat them.

How quickly are they moving?Not all companies are moving at the same speed as Silicon Valley, and it’s easy to spot the difference. When choosing an email marketing vendor, you are making a long-term commitment. Before making this big decision, consider how agile the vendor is, how quickly they are innovating and moving in the market, and what that means for your hotel in three to five years from now.

CUSTOMER SERVICENext, consider how they support their customers. Will you

have a single point of contact? How does the company

communicate new features and their roadmap? Are they

open and welcoming, or closed and wary of sharing future

direction? All these factors will play a role in your ultimate

success, so it’s important to take the time to understand and

ask questions about their service model and philosophy.

WHAT THE MARKET SAYSLastly, when considering your email vendor, don’t underestimate the power of peer and competitor feedback. For example, sites like HotelTechReport.com accumulate ratings and reviews of hospitality software and can be a great place to start doing research.

MARKETING

Combine the Power of a Hospitality CRM with Email Marketing

“Revinate has been an essential component of our success

in driving rate and RevPAR. From its ease-of-use, to the

segmentation capabilities, it has helped us reach our guests

directly in a way that was not possible before.”

Jamie Fox, Director of Rooms, Hotel Emma

73%Higher Revenue per recipient achieved with

Revinate Smart Segmented Campaigns.

Connect with GuestsPersonalize messaging while effortlessly creating,

automating and measuring your email marketing efforts.

Centralize Guest DataIntelligently associate Property Management System (PMS) data within Revinate Marketing to aggregate Rich Guest Profiles in one platform.

Increase Guest RevenueEntice guests with room and amenity upsells while consistently delivering on expectations through an easy-to-use request center.

Revinate Marketing is Ranked #1 for Hospitality Email Marketing and CRM on Hotel Tech Report

REVINATE.COM/DEMO

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