Blog Stories

You can't optimize what you can’t measure. And you can't measure what your CRM doesn't understand.

Struggling to get results from your email marketing campaigns? It might not be your offer. It might be your data. More specifically: your...

In today's digital-first landscape, hotels invest heavily in marketing - paid search, metasearch, social campaigns, retargeting ads,...

Insights from HMA’s 2025 Data Quality Case Study In the world of hospitality marketing, data is currency. But too often, hoteliers are...

Guest history analysis unlocks powerful insights that help hotels market smarter. By understanding past behaviors - like booking patterns, spend levels, and stay frequency - you can tailor offers, timing, and messaging to increase conversions. This data-driven approach boosts guest loyalty, drives direct bookings, and maximizes revenue from every stay. It’s one of the most effective tools to personalize and elevate your hotel marketing strategy.

Not every loyal guest wants to join a points program. Many don’t need rewards to feel connected - they just want to be remembered. And...

Data-driven marketing starts with first-party data - the insights your customers share directly with you. Unlike third-party sources, this data is accurate, reliable, and tailored to your audience. By embracing first-party data, marketers can deliver highly personalized experiences, improve ROI, and future-proof their strategy in a privacy-first world. It’s not just smart marketing - it’s sustainable, scalable growth.

Summer is peak season for travel - and for hotel and resort marketers, it’s also a prime opportunity to re-engage audiences, fill rooms,...

Why Hotel Teams Need a CRM Marketing Partner If you’re part of a small hotel marketing team, you already know the struggle - too many channels, too few hours, and never enough hands. Between digital ads, content, and email campaigns, CRM often slides to the bottom of the list. That’s exactly where the right CRM marketing agency  steps in. Not as a replacement, but as an extension of your team - a force multiplier  that adds structure, experience, and focus to your guest marke

Big Email Changes Coming from Microsoft - But HMA Clients Are Already Ahead of the Curve What hotel marketers need to know about the May...

With over 40 years of expertise in bespoke reporting, we’ve witnessed firsthand how effective data analysis can revolutionize hotel...

When was the last time you thought about how someone with visual, auditory, or motor impairments experiences your emails? For many email...

Forging strategic partnerships is essential for brands aiming to expand their reach, enhance credibility, and drive innovation.

In the competitive world of hospitality marketing , where precision and personalization are key, every decision must be backed by accurate data . For hotels and resorts, understanding your guests and crafting campaigns that resonate with them can make all the difference. This is where data cleansing—the process of identifying and correcting inaccuracies in datasets—becomes an invaluable tool. By ensuring your data is clean, you can enhance marketing accuracy, elevate guest ex

Advanced segmentation helps to target the right lead at the right time.

Small marketing teams thrive with agency support - get expert help to execute your plan and manage your CRM efficiently and effectively.

A direct booking strategy is an important piece of your overall hotel marketing strategy.

Why Spring Is Prime Time for Hotel Email Marketing Spring is renewal season - for travelers and your marketing list. Guests are planning getaways, families are mapping vacations, and couples are searching for quick weekend escapes. Hotels that connect emotionally during this time see higher open rates, stronger engagement, and an early surge in direct bookings  before summer. Email marketing is 40% more effective than social ads for acquisition. When you combine seasonal stor

Balance creativity and analytics. Learn how HMA helps hotels merge data, storytelling, and segmentation to drive direct bookings and measurable ROI.

Even the best email marketing  strategy can fail if your emails don’t render correctly or land in inboxes. Testing ensures that every campaign looks right, functions properly, and reaches the audience it was meant for. At HMA, we’ve tested tens of thousands of email variations for hotels - learning that precision in design, deliverability, and personalization directly impacts performance and ROI . Why Email Testing Matters Today’s email marketing  environment is unforgiving.