Resort & Spa: Email Marketing Revenue Growth

Challenge

A luxury resort had a large but under-utilised email database with low open rates, no segmentation and no automated lifecycle flows.

Strategy

We rebuilt the entire email programme with audience segmentation, automated lifecycle flows and seasonal campaign calendars tied to spa and room revenue goals.

• • Database segmentation by stay history, spend and spa usage
• • Automated pre-arrival, post-stay and winback flows
• • Seasonal campaign calendar aligned with occupancy goals

Execution

• • Segmented database by recency, frequency and spa engagement patterns.
• • Built automated flows: welcome, pre-arrival upsell, post-stay review, winback.
• • Created seasonal campaign templates for spa breaks, festive stays and events.
• • Implemented A/B testing programme for subject lines and send timing.

Commercial Impact

• • Email became the highest-ROI marketing channel within 6 months.
• • Spa treatment bookings from email exceeded targets by 40%.
• • Reduced reliance on paid acquisition for repeat guest bookings.