Email marketing to drive average daily rate (ADR)? Absolutely. As Revinate’s Senior Hospitality Marketing Strategist, one of the first things I’m often asked by our customers is how they can use email marketing to increase their ADR. Here I’m focusing on the five ways that I’ve seen have the greatest impact.
1. Upsells and Upgrades
Upsells are one of the easiest and most dependable ways to drive higher ADR. I recommend sending a pre-arrival email three to five days prior to check-in with a clear, bold call-to-action (CTA) that links to room category upgrades. By offering this before your guests arrive, you’re pushing for paid room upgrades and minimizing any complimentary upgrades that may be awarded.
Room upgrades are not the only upsell you should be promoting. Amenity upsells are just as important in generating incremental revenue and enhancing the guest experience. Add the option in your pre-arrival campaigns to book amenities such as early check-in, late check-out, daily breakfast, and local excursions to drive ancillary revenue.
Real Customer Example: This pre-arrival campaign email sent by our customer Colony Palms Hotel entices guests to upgrade to the next level of room type.
2. Drive Direct Bookings
To drive direct bookings, first and foremost, you should create a seasonal marketing plan to help reduce reliance on online travel agencies (OTAs) and their lofty commission rates.
Start by tapping into your property management system (PMS). Set up recurring campaigns targeting past guests who booked through an OTA. Reward guests who have booked directly with a rate or value-add to boost incentives for future bookings. The best practice here is to send your post-stay campaign within 30 days of the guest’s departure.
For guests who have not been on your property in the last nine months or so, create a “We Miss You” campaign to lure them in again. Staying top of mind with your past guests is instrumental in driving direct bookings and building guest loyalty.
Real Customer Example: The Plaza Hotel sends this recurring ‘We Miss You’ campaign to inspire past guests to book their return visit directly, with a little local inspiration to sweeten the deal.
