How Kimpton Maa-Lai Bangkok turns OTA bookings into loyal guests

Subject line: Something special for you

Sent: Recurring

Brand: Kimpton Maa-Lai Bangkok by IHG

Category: Post-stay

Hotel location: Bangkok, Thailand (APAC)

Our thoughts:
After welcoming guests who booked via an OTA, collecting their personal email addresses at check-in, and identifying those who are not yet IHG One Rewards members, Kimpton Maa-Lai Bangkok sends this automated OTA winback email five days post-checkout. It thanks guests for their stay and clearly outlines the benefits of booking direct next time: exclusive member rates, free nights through points, late checkout, and elite perks — all at no cost to join. By combining thoughtful timing, clear value, and smart segmentation, the campaign effectively demonstrates to guests why booking direct is the smarter, more rewarding choice, converting 18% of OTA bookers into loyal, direct-booking guests.

Open rate: 70%
Click-through rate: 11%
Room nights: 130+ and growing