4 Takeaways from the 2021 Hotel Marketing Benchmark Report
Revinate has analyzed over 634 million emails as part of our 2021 Hotel Marketing Benchmark Report to give you an updated and accurate look at how our customers are performing globally. Our hoteliers made tremendous direct channel gains despite the lasting impacts of the Covid-19 pandemic and learned to adapt and take ownership of their guest databases.
Here are some major wins,
1. 34% of hotels had more than 50,000 guests in their database
Globally, the hotel databases of Revinate customers are growing and highly marketable. Clean data has been a recurring theme for database health, which is why our customers have continued expanding their captures and taking advantage of every opportunity to collect an email address with Revinate Hotel CRM. As of 2021, 21.2% of hotels have between 25,000 and 50,000 guests and 26,1% have between 10,000 and 25,000 guests!
2. Global segments with more than 50,000 recipients achieved a 14.4% open rate
That tells you something about effective marketing strategies and subject lines. Revinate has guided customers in constructing smaller, highly personalized segments, leading to increased open rates. Even segments with less than 5,000 recipients performed at a 26.5% open rate. You can keep track of your campaign progress with Revinate Marketing to identify areas that need improvement.
3. The average global click-through rate was 2.38%
With the help of targeted segmentation and automated campaigns, Revinate customers experienced higher click-through rates. Smaller segments improved open rates by up to 200% and global segments with more than 50,000 recipients achieved 1.2% click-through rates, whereas segments less than 5,000 outperformed at 3.9%. It’s all about “inspiring the click” with the help of Revinate Marketing while understanding “where” guests click.
4. 59.4% of customers utilized early check-in upsells and 40.6% utilized late check-out upsells
Upsells are easy to implement as they generate more revenue for your hotel, and Revinate customers took advantage of this choice. Guests were able to maximize their time, as these offers were included in pre-arrival emails so that guests were not inconvenienced by pesky check-in and check-out times. As a result, hoteliers were also able to improve guest satisfaction!
Find inspiration to level up your marketing and CRM tools by downloading the 2021 Hotel Marketing Benchmark Report.