Case studies: Fantastic Results for Hotel Marketing
"Not only did PushTo improve turnover on Food & Beverages by 10% year on year, but it also underpinned our leisure membership strategy, reduced our member churn and was central to driving member acquisition and retention."
Chris Fielding-Martin, former Head of E-commerce Malmaison & Hotel du Vin and Head of E-Commerce at Village Hotels
During time spent in various senior marketing positions for companies including Village, Malmaison and Hotel du Vin, Chris Fielding-Martin used the email marketing platform with great success. Not only did the software enable the hotels to send effective communications but it allowed Chris and each individual hotel to understand their markets better. Through comprehensive reports and regular analysis from the DA Group team, Chris was able to tailor the communication according to the demands of his database which led to email marketing becoming a key component of his strategy and sales process.
Fairly new to his role of Head of Marketing at the time, he had been looking for a system which allowed multiple sites to handle local campaigns whilst providing a central overview. Both of these companies had extensive databases of over a million contacts when they came to use the email marketing platform, so choosing a reputable email marketing service provider was paramount. Initially, the team at DA Group designed and built templates for each of the hotels and some one-off campaigns in HTML.
Through the success of these projects, Chris' trust in both the platform and the team strengthened and the partnership grew. PushTo took on further responsibilities including the weekly 'big brand' email and the team became a respected extension of Chris' marketing team.
The nature of the emails which were sent included: newsletters, event promotion, offers and vouchers. Targeted content to targeted lists always produces the best results, something that Chris Fielding-Martin was very familiar with. The team provided tailored advice, by examining click behaviour, which shaped the design and copy of future email campaigns. This led to increased overall open and click rates. Essentially the hotels were sending their databases offers which would appeal to them, resulting in higher sales and an improved relationship with the brand.
DA Group provided regular training and ongoing support as well in-depth analysis and advice, which has had a direct and profound impact on their future email marketing strategy. Currently they are sending targeted emails and trigger emails and this approach remains a constantly evolving tactic
"We have found DA to be a flexible, reliable company to work with – a crucial attribute in our fast-paced, diverse industry. Each member of the team is quick to respond to any query and assist us with any queries. It’s a pleasure to work with such a friendly and knowledgeable team."
Amy-Louise Brown - Leisure Marketing Manager, Qhotels
We’ve worked with the team at DA and used their email and web to print platform since 2014. The functionality provided allows each hotel in our portfolio to take responsibility for creating their own local marketing communication. They can create their own emails and local printed collateral utilising templates provided. This process allows hotels to emphasise their USPs whilst ensuring brand guidelines are adhered to and brand consistency is achieved. The visitor statistics functionality allows us to monitor the engagement of each email campaign. As a central marketing team, we review these statistics daily which provide valuable insights so we can apply learnings on future campaigns.
The team at DA provide dedicated support link for all of our hotels. They are also on hand to support our Marketing team with day to day queries as well as supporting on group projects, reporting and data management. The fantastic team are extremely helpful and always willing to go above and beyond to support the central Marketing team (even when a request is made outside of normal business working hours – although we try to keep this to a minimum!). We have found DA to be a flexible, reliable company to work with – a crucial attribute in our fast-paced, diverse industry. Each member of the team is quick to respond to any query and assist us with any queries. It’s a pleasure to work with such a friendly and knowledgeable team.