Global Hotel Alliance: Campaign Automation on a Global Scale

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In this presentation, discover how BlueHornet client Global Hotel Alliance streamlined their global sending while continuously catering to subscribers’ interests and preferences—delivering relevant content to all corners of the globe and growing subscriber loyalty.

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Global Hotel Alliance: Campaign Automation on a Global Scale

  1. 1. `
  2. 2. Campaign Automation on a Global Scale: GHA Case Study Kristi ` Gole
  3. 3. Session Overview• Background – What Global Hotel Alliance (GHA) is – What GHA Discovery is• Email Marketing – What we did & what we learned – Current email marketing & results – What we will do next
  4. 4. » BACKGROUND
  5. 5. GLOBAL HOTEL ALLIANCE (GHA) • Who we are: – Founded in 2004 – The world’s largest alliance of independent hotel brands – 14 upscale and luxury regional hotel brands (Omni Hotels in US) – Over 300 hotels, resorts, and palaces in 53 countries and 6 continents – Reflecting the distinctive culture and charm of each location • What we do: – Offer our 14 member brands: • Incremental revenue opportunities supported by Products, Platforms, Efficiencies & Leverage to compete in global market – Offer customers (B2B): • Partnership programs and single booking source – Offer customers (B2C): • GHA Discovery Loyalty Program to reward frequent guests and make each stay more memorable by adding value to their experience
  6. 6. GHA DISCOVERY• Program Overview: – Launched in 2010 – A global guest recognition program that focuses on providing unrivalled local experiences and service – 3 membership levels with increasing benefits – Local Experiences are the key reward of the program• How we communicate directly to members: – Hotel Collateral – Direct Mail – Email
  7. 7. » GHA DISCOVERY EMAIL MARKETING
  8. 8. EMAIL PROGRAM • EXCLUSIVE OFFERS • ENGAGEMENT • BASIC SEGMENTATION • MOBILE • WELCOME SERIES • TRIGGERS • ADVANCED SEGMENTATION• PROMOTIONAL • PREFERENCE CENTER • WELCOME • OPT OUT • AUTOMATED • MANUAL
  9. 9. EMAIL PROGRAM • Trigger Emails (automated) – Welcome Series – Close to Next Level – Upgrade – Stayed at New Brand – Birthday • eNewsletters • Program Solus Emails – Status Reminders – Survey – Program Announcements/Changes • Promotional Solus Emails – Brand or hotel-specific offers
  10. 10. WELCOME EMAIL SERIES Member joins May 15 May 17 May 31 June 14 July 16• INSTANT WELCOME EMAIL • 2-WK BENEFIT REMINDER EMAIL • 4-WK LOCAL EXPERIENCE EMAIL • E-NEWSLETTER WITH ACCOUNT SUMMARY AND OFFERS • FOLLOW-UP WELCOME EMAIL Member might also receive: • PROMOTIONAL SOLUS EMAIL • SURVEY EMAIL • BIRTHDAY EMAIL • AUTOMATED • MANUAL
  11. 11. UPGRADE EMAIL SERIES Member reaches Member stays 8 nights Sept 17 2 more nights Nov 12• CLOSE TO NEXT LEVEL EMAIL • E-NEWSLETTER WITH ACCOUNT • UPGRADE EMAIL • E-NEWSLETTER WITH ACCOUNT SUMMARY AND OFFERS SUMMARY AND OFFERSMember might also receive: • PROMOTIONAL OFFER SOLUS EMAIL • SURVEY EMAIL • BIRTHDAY EMAIL • STAYED AT NEW BRAND EMAIL • AUTOMATED • MANUAL
  12. 12. INITIAL EMAILS• Welcome Email (automated) – 1,872 combinations • 13 brands, 3 tiers, 6 languages, login y/n, card y/n, HTML/text – 936 true test versions – Very time-intensive to set-up and change – Updated annually• eNewsletters – 1,092 combinations/test versions • 13 brands, 3 tiers, 7 languages, 2 stay history, HTML/text – Very time-intensive to set-up – Difficult to manage late offer submissions and changes• Promotional Solus Emails – 2 combinations/versions • 1 brand, 1 language, HTML/text – Very quick to set-up and manage – Behavioral segmentation / targeted audience
  13. 13. CURRENT EMAILS• Welcome Email (now better utilizing dynamic content) – 721 combinations • 15 brands, 3 tiers, 6 languages, 4 copy, reg/mobile, HTML/text – 49 true test versions (887 fewer than before) – More brands and mobile added, but simplified set-up – Updated Quarterly• eNewsletters – 841 combinations • 15 brands, 7 languages, 3 tiers, reg/mobile, HTML/text – 57 true test versions (1,035 fewer than before) – More brands and mobile added, but simplified set-up – Significantly less set-up and testing time – Easier to accommodate late submissions since offer details are housed on landing page and not in the email itself• Promotional and Select Program Solus Emails – 3 combinations/test versions • 1 language, reg/mobile, HTML/text – Quick and easy to set-up and targeted audience
  14. 14. DYNAMIC CONTENT TEMPLATE• Trigger Emails
  15. 15. DYNAMIC CONTENT TEMPLATE• E-Newsletters
  16. 16. EMAIL RESULTS COMPARISON• 2011 Qtr 1 (opt-outs 2.0% avg as % to unique opens) Brand Email Type Average Delivery Rate Unique Open Rate Unique Click-thru Rate (% of sent) (% of delivered) (% of opened) GHA Discovery Welcome 83% 25% 23% GHA Discovery Upgrade 95% 25% 54% GHA Discovery Newsletter 83% 23% 16% GHA Brands Mixed 57-98% 5-38% 1-19% Industry Average Mixed 85-96% 27% 18%• 2012 Qtr 1 (opt-outs 1.2% avg as % to unique opens) Brand Email Type Average Delivery Rate Unique Open Rate Unique Click-thru Rate (% of sent) (% of delivered) (% of opened) GHA Discovery Welcome 86% 37% 35% GHA Discovery Upgrade 96% 41% 51% GHA Discovery Newsletter 95% 26% 17% GHA Brands Mixed 57-98% 5-38% 1-19% Industry Average Mixed 85-96% 27% 18%
  17. 17. » GHA DISCOVERY EMAIL MARKETING: NEXT STEPS
  18. 18. EMAIL PLANS• Further develop behavioral groups and test plans to tailor solus offers as well as overall communications• Incorporate offers in trigger emails• Add new triggers in lifecycle• Enhance mobile content• Integrate social strategy
  19. 19. Wishing you an AMAZINGEXPERIENCE at this conference!Questions:Kristi GoleGHA Loyalty Marketing Managerkristi.gole@gha.com

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