By promoting new experiences to future guests, Mission Point Resort successfully drove ancillary revenue and additional room nights

Subject line: NEW Experiences at Mission Point Resort – Reserve Today!

Sent: April 2024

Brand: Mission Point Resort

Category: Inspiration

Hotel location: Mackinac Island, Michigan (NAM)

Our thoughts:

Mission Point Resort effectively utilized their newsletter to introduce future guests to new experiences at the hotel. By properly segmenting their database, they targeted guests with existing reservations. The hotel prominently featured experiences such as bird-watching tours, pasta-making classes, and a live concert. This campaign not only achieved above-average open and click-through rates but also significantly boosted ancillary revenue.

Open rate: 54% (regional average is 43.9% for segment size)
Click-through rate: 8% (regional average is 2.6% for segment size)
Room nights booked: 59