Mr. C Miami - Coconut Grove’s focus on personalization and direct bookings drives $5M in revenue

The brand

Located in historic Coconut Grove, Miami, Mr. C Miami - Coconut Grove is a luxury hotel offering contemporary comforts and personalized service. Its rooms and suites feature plush furnishings and panoramic views of Biscayne Bay and the Coconut Grove skyline. Conceived by Ignazio and Maggio Cipriani of the Cipriani family, the hotel benefits from the expertise of Dragonfly Strategists and Revinate Marketing for hotel CRM.

The challenge

The marketing team at Mr. C Miami - Coconut Grove faced difficulties in personalizing email confirmation messages to align with various rates and negotiated accounts. This posed logistical hurdles and impacted the hotel’s ability to provide personalized communication, essential for enhancing guest experiences and building trust with travel partners. In search of a solution, Mr. C Miami - Coconut Grove turned to their trusted advisor, Dragonfly, known for their efficiency and collaborative nature.

 

The solution

With deep experience in hospitality technology, Dragonfly immediately knew that Revinate Marketing was not only capable of solving Mr. C Miami - Coconut Grove’s email personalization challenge, but could also drive significant direct revenue through one-time and automated campaigns, like pre-arrival emails that include personalized recommendations to promote wellness, and OTA winbacks to drive future direct revenue.

Leveraging Revinate Marketing's advanced features, such as dynamic fields, to accommodate various policies, custom confirmations for consortia, and improved visualization options, Dragonfly embarked on a journey to transform Mr. C Miami - Coconut Grove’s marketing strategy. Dragonfly pushed the limits of the dynamic fields, a brand new Revinate feature at the time, allowing Mr. C Miami - Coconut Grove to reach the highest level of personalization while providing meaningful testing and feedback to Revinate, fostering a collaborative partnership aimed at continuous improvement.

Moreover, Revinate Marketing's flexible campaign build options empowered Dragonfly to craft campaigns with precision, mixing and matching HTML, textboxes, and image boxes to ensure standardized footers and seamless communication across all channels. This flexibility not only streamlined the campaign creation process but also enabled Mr. C Miami - Coconut Grove to deliver captivating content tailored to the preferences of their diverse audience. With Dragonfly's expertise guiding the way, Mr. C Miami - Coconut Grove harnessed the full potential of Revinate Marketing to enhance personalization, accelerate campaign deployment, and drive direct bookings, ultimately propelling the hotel towards unparalleled success in the competitive hospitality landscape.

The results

The results speak volumes for both the power of personalization and marketing automation: Mr. C Miami - Coconut Grove witnessed remarkable improvements across key performance indicators.

  • Database Health: Achieved 76% year-to-date in 2024

  • Lifetime Revenue: Surpassed $5 million

  • Average Open Rates: Increased to 39%

  • Average Click-Through Rates: Reached 1.4%

  • Revenue Per Campaign: Averaged $116K, compared to $3K with previous providers

  • Room Nights Booked: Averaged 242 per campaign, demonstrating the effectiveness of personalized and automated marketing strategies

Mr. C Miami - Coconut Grove stands stronger in the industry, thanks to the innovative solutions provided by Dragonfly and Revinate Marketing, which continue to shape the hotel’s success story one guest experience at a time.

Ready to revolutionize your hotel’s CRM marketing with the help of Dragonfly?

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Amanda Massicotte