Best Travel Email Message Campaign

The Modern Honolulu, a cosmopolitan luxury hotel overlooking the Pacific Ocean, reconfigured their email marketing efforts in 2016 with lead generation campaigns to build the quality and engagement levels of the database. This was done in conjunction with conversion rate optimization strategies creating better engagement and ROI from the email efforts via direct bookings on the property website or their reservation center. Tactics included ongoing A/B testing and triggered emails with e-commerce best practices as new users opted in. In 12 months, the database grew nearly 55%. But more importantly, the engagement and ROI efforts on the email program led to the direct leisure bookings desired. The Average Daily Rate on these bookings was 45% higher than those that came in from Online Travel Agent sources. In the end, the measured ROI on the program was 34 to 1.

Contributors:

VP, Brand Strategist - Miles:	Doug Luciani
VP, Creative and Digital Marketing - Miles:	CA Clark
General Manager - The Modern Honolulu:	Kelly Hoen
Director of Sales and Marketing - The Modern Honolulu:	Lisa DeCambra

MILES

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.