The brand

Centrally situated in one of Singapore’s most vibrant heritage districts, Holiday Inn Singapore Little India enjoys an accessible location atop Farrer Park MRT station, providing unrivaled access to the city. With 300 contemporary guest rooms fitted with modern amenities, Holiday Inn Singapore Little India also features a dining outlet, a lobby lounge, breezy al fresco bar, gymnasium, and outdoor swimming pool.

The challenge

To capitalize on the richness of Holiday Inn Singapore Little India’s unique people-centric approach and vibrant neighborhood the property is situated in, the property’s marketing team needed a solution to send timely, relevant, and personalized email marketing campaigns that capture the attention of their database. Their goal was to go beyond traditional campaigns and share local knowledge with guests that would enhance the overall guest experience.

The solution

In July 2022, the team started using Revinate Marketing to create and send one-time campaigns that highlighted the property and local attractions. They also automated revenue-generating campaigns, such as pre-arrival, upsell and post-stay campaigns that focused on driving repeat visitors and reviews — both critical metrics for the success of the hotel.

To foster community engagement in their email marketing strategy, the property marketing team wove people-centric angles into their campaign templates created in Revinate Marketing. For example, the team incorporated digital artwork created by a local artist with disabilities who was inspired by the hotel and the distinct neighborhood into all campaign templates, demonstrating the hotel’s commitment to inclusivity and promoting authenticity.

Utilizing the advanced segmentation features in Revinate Marketing allows the property’s marketing team to gain a deeper understanding of its guests and use that knowledge to improve campaign performance. The team develops campaigns by segmenting guests based on key criteria, such as spend behavior, preferences, or demographics. Guests who opened but did not click through a campaign are retargeted with additional value-based messaging to improve and drive conversion. This campaign achieved a strong open rate of 79.2% which is more than twice the Singaporean average of 31%.

Another successful campaign involved segmenting the guest database by historical spend and frequency. In this campaign, the property’s top-spending guests were rewarded with dining incentives with the goal of cross-selling room stays and dining options and driving return stays in order to promote stickiness. This campaign achieved a strong open rate of 48% (17% higher than the 2023 Singaporean average).

The results

Revinate Marketing allows the team to conduct A/B testing to continually optimize performance of their email campaigns — leading to high open, click-through, and conversion rates. The powerful reporting features also help the team at Holiday Inn Singapore Little India to understand which messages resonate with guests and where people are clicking in an email. Through continuous optimization, the hotel’s 2023 campaigns achieved above-average open and click-through rates of 38% and 3%, respectively.