Case Studies: Kimpton Hotels & Restaurant

Integrating hotel internet marketing with transactional email

In the intensely competitive hotel industry, Kimpton's operating philosophy is to anticipate, meet and exceed guest expectations. In 2002, Kimpton chose iPost as their email services partner for their hotel internet marketing and restaurant marketing strategy. Together, we fulfill that philosophy and meet Kimpton's marketing goals for their dozens of hotel and restaurant properties.

Challenge

• Increase revenues through higher room bookings and improved guest retention
• Offer guests periodic, personalized email communications about promotions and properties of interest
• Integrate restaurant marketing strategy into the comprehensive hotel internet marketing program
• Transform reservation confirmation emails into a valuable source of personalized promotional information for guests for both hotel and restaurant marketing
• Introduce guests to the umbrella Kimpton brand while retaining familiar property brands through use of standardized email templates
•  

Solution

iPost met Kimpton's hotel internet marketing technology and production needs, and integrated smoothly with Kimpton's IT, and corporate and hotel internet marketing departments.

• Centralized email campaign content and timing control, while permitting their various properties to participate in email campaigns at each property';s option.
• Centralized email data collection and standardized subscription management forms on property websites
• Upgraded hotel reservation confirmation and cancellation emails from plain text to HTML format, with personalized marketing content and link tracking.
• Integrated the email system with existing and future reservation and property management systems.