Targeting drive markets fuels $400K+ in direct bookings for Lake Powell Resort

Subject line: Short Drive. Big Escape

Sent: June 2025

Brand: Lake Powell Resorts & Marinas, managed by Aramark Destinations

Category: Inspiration

Hotel location: Lake Powell, Arizona (North America)

Our thoughts:
Aramark Destinations executed a highly effective and targeted email campaign for Lake Powell Resort by focusing on guests within driving distance to the property, specifically those residing within 450 miles or from key markets in New Mexico, Arizona, Colorado, Nevada, and Utah. To further optimize their target audience, they excluded OTA-sourced email addresses, focusing solely on high-value, direct-booking guests who contribute more profitably to the bottom line. The team also resent the campaign to all non-openers to maximize reach and impact. The results speak for themselves: a 45% average open rate, 1,039 room nights booked, and over $400,000 in direct revenue. Strategic segmentation and thoughtful exclusions made this a standout success for Aramark Destinations.

Open rate: 45%
Room nights booked: 1,039
Direct revenue: $400K+