Soul Community Planet (SCP) Hotels was born out of a vision to help make the world a better place by serving those who value personal wellness, social good, and the environment. With hotels in California, Colorado, and Hawaii, they drive positive change through their Every Stay Does Good program, SCP Fit, SCP Commons, and Fair Trade Pricing.
SCP focuses on the digital guest journey to grow its business. They send relevant content to guests to continuously grow their database, drive direct bookings and earn customer loyalty. They also track their performance regularly with the help of customer feedback. With a small marketing team at the corporate level and little agency support, most of their ad spend was digital and managed in-house, which required them to leverage their partnership with Revinate.
“Revinate has become a key player in our digital guest journey,” said Amanda Reuss, Regional Director of Digital Marketing. They worked with Revinate to formulate a 3 point strategy:
- Discover & Plan: Utilize a multi-channel email acquisition effort through their paid social, check-in, website login portal, etc.
- Book & Stay: Create consistent branding for transactional emails with a visual approach to on-property and local area offerings. Personalize email confirmations by adding reservation details to the top of the confirmation.
- Return & Reflect: Leverage automated emails for post-stay reviews to monitor promoters and detractors across the portfolio. Meanwhile, leadership monitors NPS for the SCP portfolio ad public rankings.
By employing Revinate’s solutions, SCP saved thousands per hotel each month by bringing email marketing in-house. Their email health grew to approximately 62% across the portfolio as well. By focusing on guest email acquisitions and communications, SCP was able to clean up its guest data and make the most of its value.