
Hundreds of hotel bookings per month
Hotel Grossfeld was founded in Bad Bentheim in 1885 and is now in its 4th generation, welcoming guests primarily from the Netherlands and the Ruhr region. Since the introduction of HubSpot in autumn 2023, the hotel has undergone a remarkable transformation in its marketing approach. The structured and analytical approach has made marketing more efficient and successful than ever before. The introduction of HubSpot as a central marketing platform laid the first stone for building a stable marketing process.
Email marketing for hotels - a goldmine?
At the end of 2023, Hotel Grossfeld received a completely revised email marketing concept. 48 relied on a combination of data-driven strategies and appealing design. Among other things, the following measures were implemented:
Target group segmentation: Individual target groups were defined based on customer data, e.g. wellness enthusiasts, business travellers and families. This allowed the content to be specifically tailored to the needs of the recipients.
High-quality content: 48 concepts developed creative campaigns with seasonal offers, exclusive packages and inspiring stories about the hotel and the Bad Bentheim region.
Automation and personalisation: Automated email routes, such as booking confirmations or follow-up emails after the stay, ensure a personal approach and strengthen customer loyalty.
Analysis and optimisation: Continuous analysis of opening, click and conversion rates was used to optimise the campaigns on an ongoing basis in order to achieve maximum results.
Impressive successes quickly followed. Within a few months, newsletter open rates increased by over 25%, the click-through rate doubled and the conversion rate - i.e. the proportion of bookings directly attributable to email marketing - reached a new record level.
In addition, the relationship with guests has improved noticeably as they are regularly provided with relevant and appealing information.
Since working with 48 concepts, our marketing has been on an unprecedentedly successful course and this is also reflected in our booking figures. Johannes Grossfeld Owner & Hotel Director
