Email Marketing for InterContinental Hotels Group

Here is the rundown on IHGs newsletter that they send out,

I signed up for newsletters and emails from IHG for a variety of different reasons. I did not have to directly sign up, as they received my information when I stayed at a Holiday Inn in Aruba over Spring Break. Getting information through your customers upon them checking in is a great way to build your base of recipients for emails you send out. I will typically receive two different emails, one being a personal email they send me regarding the status of my points, through their customer loyalty program. The other is IHGs general newsletter that is sent to all members of their email list. This provides the reader information on deals that other hotels of theirs are offering and when you should look to travel. On a side note, I chose to stay in the Holiday Inn, which is part of IHG, because of the value it provided me in that location. It allowed me to stay in a high quality resort on the island of Aruba, without having to shell out the kind of money required to stay in a Marriott or Hilton brand hotel. When I receive an IHG email I open it a large percentage of the time because I am someone who is always intrigued by travel opportunities. I also look to see if their are any deals that will allow me to utilize the points I’ve earned. The subject line of one of the most recent emails I’ve received from them is “Experience the Luxury of Las Vegas.”

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This deal breaks down the options a tourist has when they visit Las Vegas. You can get to car rental sites and credit card sites through this email. This interconnection of services is smart, because it makes the purchase experience much easier for the consumer. Whenever you get an email that mentions Vegas you almost always have to open it, because come on, who isn’t a fan of a trip to “sin city.” The content in the email absolutely matched the subject line and provided the reader a handful of options. The call to action on this email are the the “Book Now” and “Rent a Car.” These buttons will bring you to the respective pages where you can buy a rental car and a hotel room. At the time that I received this email, these calls to action were not ones that I looked to click on. For the purpose of this assignment I clicked on these buttons and found two well-organized sites that would make it easy for consumers to make a purchase. There is a sufficient amount of information in the emails they send me and the content is laid out in an organized manner. One way IHG can improve their email marketing is by highlighting more of their locations around the country. This email detailing their hotels in Las Vegas was one of the first ones I received like it. They also need to make it easier for the customer on the website to see how many points they have built up. The email about my loyalty account that allows me to see how many points I have is obviously personalized for me, which is a nice touch. The emails about their latest offers and newest locations are sent to everyone who signed up to receive their emails. These people may have even signed up unknowingly by staying in one of their hotels. This latest email about Las Vegas is definitely segment-dependent because of the luxurious nature of Las Vegas.

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This email did not get me to click, but it probably got many people with more money than myself to click and see what this offer entailed. The next email from IHG should highlight a new destination that they are looking to promote and lay out some new deals for their customers.

 

 

 

 

 

 

 

The Travel Site That Will Send You On Some Wild Adventures

There are many times when I was abroad that I found myself spontaneously adventuring through Europe, but there were also many hours spent behind a computer screen laying out my trips. On Viator.com I always found myself to be a click away from another crazy excursion. Today, I am going to assess this site on each of the following dimensions: (1) Traffic (2) Conversion and (3) Revenue Maximization. This is part of an assignment for Professor Michael Pepe’s class. He teaches a course called Digital Marketing that specializes in blogging.

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Picture from a Viator customers Northern Lights Tour in Iceland

(1) Traffic:

Direct Traffic

Viator gets tremendous site traffic each day, due to the unique travel options it provides the reader with. It is a branch off of the booking site, TripAdvisor, which gives it instant credibility and brand recognition. I used Viator to book everything from a dog sledding expedition in the Arctic Circle to a canyoning excursion on the island of Madeira. It wouldn’t be a stretch to say I was on that site at least once a day for a month and a half straight. They do a tremendous job marketing themselves as a “trip insider” which is what people want to hear when booking trips. The site is easy to use and full of great options, which is why they receive so much internet traffic.

Paid Referral Traffic

I will often see banners in travel sites I go to that have Viator on it. Viator is able to efficiently manage where it places its advertisements.

(2) Conversion:

Conversion is the process you go through on a website that takes you from start to finish. Viator is extremely well organized and when you decide the excursion you’d like to purchase, you click on it then proceed to edit how many tickets you would like. There are three categories of tickets which are adult, child, and infant. You are shown the cost in big font in the appropriate currency and are then brought to the checkout. Viator also lets you check the availability of your desired excursion prior to purchasing the ticket.

(3) Revenue Maximization:

There is a customer review section attached to every excursion and tour they offer, which is extremely helpful for future customers on the site. If you go to a booking site and see the overall sentiment about the site is positive, then you will be more likely to book through that same site. Although reviews are not directly linked to revenue, they are a huge part in getting more people to buy from your site down the road.