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Case Study: How the Kimpton Hotel Group's Affinity-Based Email Program Boosted Bookings Revenue Fivefold

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Company: Kimpton Hotels
Contact: Steve Pinetti, Senior VP, Sales & Marketing
Location: San Francisco
Industry: B2C
Annual revenue: Confidential
Number of employees: 7500

Quick read:

A large hotel group had successfully created a loyalty program based not on miles or points but on rewards geared toward individual preferences. But the company's email program—a key element in a good customer relationship strategy—was not nearly as well-defined.

The company's branding also was not very clear. Each hotel was branded separately, and even frequent guests had no idea of the corporate name.

By implementing an email strategy that focused on segmentation and on targeting communications based on individual preferences, and by slowly adding a corporate branding strategy, the company increased the average revenue generated by a customer email campaign from $70,000-$80,000 to $350,000-$750,000.

The Challenge:

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