Best Hotel And Lodging Email Message Campaign

Hilton Sandestin Beach Golf Resort & Spa is the largest full-service beachfront resort hotel on Florida’s Gulf Coast. With so much to offer (dining venues, a spa, beach, golf courses, etc), the resort caters to many different types of travelers — including families, couples, foodies, outdoor adventurers and more.

Similarly, the property’s email newsletter must be multifunctional and speak to every type of traveler with content and offers specific to their interests. Last year, Hilton brought this to life by implementing a personalization strategy within the two-part email welcome series that all subscribers receive upon signing up for the enewsletter.

New subscribers are asked to select topics that most interest them — anything from Family Travel to Outdoor Adventures, Food & Wine and more. Based on their selection(s), subscribers receive an email message with a dynamic content block that features information about their interest. This element within the email changes for each subscriber based their selection. Two days later, a follow up email is deployed featuring an offer for a vacation package related to their interests.

Since launch, Hilton Sandestin Beach has seen impressive results. The first email in the welcome series boasts a click to open rate over 21%, as subscribers engage with personalized content to learn more about the property. The second email in the series, featuring a custom offer, has seen an impressive 40.56% conversion rate, marked by subscribers who click into the resort’s booking engine after opening the email.

Contributors:

Director of Sales and Marketing, Hilton Sandestin Beach Golf Resort & Spa:	Lisa D. Jones
Director of Marketing, Hilton Sandestin Beach Golf Resort & Spa:	Angela Vaughn
Vice President and General Manager, Miles Partnership:	Karin Mast

MILES

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.