Case Study 1

CBD Boutique Property – 45:1 Revenue Return - EDM (Update - March 2010)

A mid-sized boutique CBD property produced a Spring/Summer campaign for past guests via email. The campaign ran through to the end of January (corporate down-time) and produced an almost $45 return for each email sent at a cost of $0.02 per piece. Results:

• 208 Room Nights
• Revenue in excess of $71,000
• Average Length of Stay 2.3 room nights (quite high for CBD location)

Case Study 2

CBD Mid-scale Property – 23:1 Revenue Return - DM (Update - March 2010)

A mid-scaled CBD property targeted guests in certain geographical locations with a previous leisure stay and sent them a traditional postcard-type offer. The campaign was of a small scale with under 4,000 sent yet it produced an almost 5% response and generated in excess of $23 for each postcard sent. Results:

• 442 Room Nights
• Revenue in excess of $94,000
• Campaign cost approximately $4,500

Case Study 3

CBD Property (NZ) – 45:1 Revenue Return - DM (Update - March 2010)

A New Zealand city property produced a Winter campaign offer contained in a simple letter from the GM which was posted to less than 2,000 past guests. The criteria to select the target market was guests who had a previous Winter stay(s) at the property. The cost to send the piece was $0.66 per unit and it generated almost $45 per piece in return with:

• 372 Room Nights
• Revenue in excess of $74,000
• A F&B spend of $60 per visit

Case Study 4

Chain Brand Campaign – 39:1 Revenue Return - EDM (Update - March 2010)

A national chain produced a Summer campaign for one its brands and targeted the period of December through mid-January with an exclusive for guests who had visited one of their properties in the previous 12 months. An email was sent to over 24,000 guests at a cost of $0.01 per piece. Each piece produced approximately $39. Guest migration is tracked in a multiple property campaign and in this case over 60% of the responses were stays at a different property than the guest had previously stayed. Overall the campaign produced:

• 4,200 Room Nights
• Revenue in excess of $925,000
• A migration factor of 60% (see above)

Case Study 5

Luxury Resort – 44:1 Revenue Return - EDM (Update - March 2010)

A leading luxury resort in one of Australia’s premier destinations targeted past guests for the traditional summer holiday period of mid-December to end of January. An email was sent to approximately 15,000 guests at a cost of $0.01 per send. At the close of the campaign, each email had achieved a revenue return of $44 (approximately). The property received:

• 644 Room Nights
• Revenue in excess of $660,000
• Average F&B/Incidental spend of over $600 per visit