The model

Centrally located in one among Singapore’s most vibrant heritage districts, Vacation Inn Singapore Little India enjoys an accessible location atop Farrer Park MRT station, offering unequalled entry to town. With 300 up to date visitor rooms fitted with trendy facilities, Vacation Inn Singapore Little India additionally contains a eating outlet, a foyer lounge, breezy al fresco bar, gymnasium, and out of doors swimming pool.

The problem

To capitalize on the richness of Vacation Inn Singapore Little India’s distinctive people-centric method and vibrant neighborhood the property is located in, the property’s advertising staff wanted an answer to ship well timed, related, and personalised electronic mail advertising campaigns that seize the eye of their database. Their objective was to transcend conventional campaigns and share native information with visitors that will improve the general visitor expertise.

The answer

In July 2022, the staff began utilizing Revinate Advertising and marketing to create and ship one-time campaigns that highlighted the property and native points of interest. In addition they automated revenue-generating campaigns, equivalent to pre-arrival, upsell and post-stay campaigns that targeted on driving repeat guests and critiques — each important metrics for the success of the resort.

To foster group engagement of their electronic mail advertising technique, the property advertising staff wove people-centric angles into their marketing campaign templates created in Revinate Advertising and marketing. For instance, the staff included digital paintings created by an area artist with disabilities who was impressed by the resort and the distinct neighborhood into all marketing campaign templates, demonstrating the resort’s dedication to inclusivity and selling authenticity.

Using the superior segmentation options in Revinate Advertising and marketing permits the property’s advertising staff to realize a deeper understanding of its visitors and use that information to enhance marketing campaign efficiency. The staff develops campaigns by segmenting visitors primarily based on key standards, equivalent to spend conduct, preferences, or demographics. Friends who opened however didn’t click on via a marketing campaign are retargeted with extra value-based messaging to enhance and drive conversion. This marketing campaign achieved a powerful open price of 79.2% which is greater than twice the Singaporean common of 31%.

One other profitable marketing campaign concerned segmenting the visitor database by historic spend and frequency. On this marketing campaign, the property’s top-spending visitors had been rewarded with eating incentives with the objective of cross-selling room stays and eating choices and driving return stays in an effort to promote stickiness. This marketing campaign achieved a powerful open price of 48% (17% larger than the 2023 Singaporean common).

The outcomes

Revinate Advertising and marketing permits the staff to conduct A/B testing to repeatedly optimize efficiency of their electronic mail campaigns — resulting in excessive open, click-through, and conversion charges. The highly effective reporting options additionally assist the staff at Vacation Inn Singapore Little India to grasp which messages resonate with visitors and the place individuals are clicking in an electronic mail. Via steady optimization, the resort’s 2023 campaigns achieved above-average open and click-through charges of 38% and three%, respectively.