The Houstonian Hotel, Club & Spa used geolocation segmentation to drive room nights

Subject line: It’s Time for Holiday Shopping!

Sent: October 2023

Brand: The Houstonian Hotel, Club & Spa

Category: Inspiration

Hotel location: Houston, Texas (NAM)

Our thoughts:
The Houstonian Hotel, Club & Spa effectively used geolocation segmentation to their advantage when sending out a one-time campaign that advertised a package they had put together to promote the local Nutcracker Market happening the following month. Knowing this was a popular local event, the property created a segment of guests within a 150-mile radius of their property and excluded those that had received a similar email previously. The inital email performed exceptionally, with open rates over 50% and driving more than 85 room nights. Moreover, they resent the email two weeks later to get the most out of the campaign. The resend helped to drive a total of 211 room nights!

EMAIL SEND #1
Open rate: 50% (Global average is 35% for this segment size)
Click-through rate: 3.2% (Global average is 3% for this segment size)
Room nights booked: 85

EMAIL SEND #2
Open rate: 50% (Global average is 35% for this segment size)
Click-through rate: 3% (Global average is 3% for this segment size)
Room nights booked: 126