How Strand Palace revolutionized their marketing strategy with unified guest data
49% revenue growth year over year
38% growth in guest database year over year
22% increase in NPS score year over year
Before Revinate, our guest data was scattered and underutilized. Now, we deliver targeted campaigns that drive engagement, upsells, and repeat bookings. Revinate transformed how we understand and communicate with our guests.
Kalpdrum Raval, Head of Digital Customer Acquisition, Strand Palace
About Strand Palace
Nestled in the vibrant heart of London, Stand Palace, part of L+R Hotels, is a historic landmark that has welcomed travellers since 1909. Moments from landmarks like Trafalgar Square and the lively atmosphere of Covent Garden, this 788-room hotel seamlessly blends modern comforts with traditional British charm. The hotel provides guests with an ideal setting for both leisure and business.
Strand Palace’s challenge
The team at Strand Palace recognized untapped potential in their guest data, but the lack of a centralized CRM limited their ability to put guest data at the center of their marketing efforts. This made segmentation difficult, restricted the front desk’s access to guest details (like email addresses), and created challenges with GDPR compliance. Both the marketing and operations teams struggled to personalize communications and guest experiences, highlighting the need for an integrated CRM solution.
How Revinate Marketing unified guest data and unlocked powerful segmentation
Strand Palace transitioned from manual processes to a seamless onboarding experience with Revinate Marketing, which easily integrated with their Opera Cloud system. This smooth transition minimized disruption and opened new opportunities to drive direct revenue growth.
With all guest information now within one system, the team had Revinate’s advanced segmentation tools at their fingertips. The marketing team could finally analyze and target distinct guest groups, like loyalty members, weekend travelers, and families. This flexibility allowed them to align campaigns with guest interests and seasonal trends, dramatically increasing campaign relevance and engagement.
- Advanced Profile Synthesis: Revinate’s Advanced Profile Synthesis combines multiple data sources to create a comprehensive Rich Guest Profile, providing the team with deeper insights for smarter targeting.
- Pre-arrival report: Front desk staff used Revinate’s pre-arrival report to identify guests missing valid email addresses, prioritizing email capture and growing the database by 38% year over year.
How Revinate Marketing automates email campaigns and elevates the guest journey
By leveraging guest insights and Revinate Marketing’s email automation, Strand Palace significantly improved communication at every stage of the guest journey. The property now sends out both one-time and automated email campaigns on a regular basis, growing its revenue from email marketing by 49% year over year.
- Personalized check-ins: Enhanced guest data meant the front-of-house team could deliver more personalized check-in experiences, making each guest feel valued from the minute they arrived
- Timely automated pre-arrival emails drive upsells: Automated pre-arrival messages featuring local events and personalized recommendations streamlined the team’s workflow while building excitement for each stay. These emails also highlighted amenity upsell opportunities, such as afternoon tea, breakfast, and pre-theater dinners, significantly increasing ancillary revenue for the hotel.
- Post-stay campaigns: Revinate Marketing’s automated post-stay campaigns, such as OTA win-back initiatives, helped nurture ongoing relationships, encouraging repeat visits and driving more direct bookings, ultimately boosting both guest satisfaction and hotel revenue.
With Revinate Marketing, Strand Palace not only improved guest satisfaction but also maximized revenue opportunities through smarter, more meaningful engagement at every touchpoint. In 2024, automated campaigns maintained strong performance, achieving a 53% open rate and an impressive 28% CTR, both of which exceeded regional benchmarks.
How Revinate Guest Feedback drives loyalty and improved guest experience
Revinate Guest Feedback’s reputation management empowered Strand Palace to identify and address service gaps in real time. By collecting actionable guest feedback through targeted post-stay surveys, the hotel could quickly pinpoint pain points, such as long check-in queues, and implement focused improvements that directly enhanced guest satisfaction. With these insights, Strand Palace optimized operations, fostered stronger guest loyalty, and laid the groundwork for sustained business growth.
- Survey completion rate: Stand Palace achieved a 14% survey completion rate, well above EMEA’s average of a 3.7% response rate. This fuels a surge to 9,400+ reviews in 2024, a 72% increase over the previous year.
- Improved guest experience: Positive reviews increased by 8%, reflecting noticeable improvements in the guest experience and a 22% year-over-year increase in the NPS score.
- Review response rate: Now in line with the regional average and Revinate’s recommendation, The Strand Palace increased its response rate by 54% year-over-year.
