This “we miss you” campaign sparks repeat direct bookings at Crowne Plaza Hawkesbury Valley by IHG

Subject line: Hi [Guest first name], can we welcome you back?

Sent: 182 days since last check-out, at 9:00 am (AEST)

Brand: Crowne Plaza Hawkesbury Valley by IHG

Category: Inspiration

Hotel location: Windsor, Australia (APAC)

Our thoughts:

Crowne Plaza Hawkesbury Valley’s “We Miss You” campaign perfectly illustrates how leveraging guest data can drive repeat business — by reaching out at just the right moment, as guests are likely planning their next escape.

Sent 182 days after a guest’s last stay, this targeted email is timely and strategic, set to exclude any guest with a future reservation. That means the message only reaches past guests who haven’t yet rebooked. This campaign includes a “welcome back” offer, highlighting the benefits of booking direct, and provide a direct line to the hotel for personalized service. This automated campaign has proven to be a driver of repeat direct bookings for the property, serving as a reminder of exactly the kind of strategic automated touchpoint every hotel should be running.

Open rate: 42%
Click-through rate: 5%