Blog Stories

In hospitality, guest data is only as powerful as your ability to connect it. This article explains how hotels can transform fragmented PMS and CRM data into a single, revenue-driving asset using a Customer Data Platform (CDP). Discover how unified profiles, real-time insights, and automated personalization help hotels grow direct bookings, reduce OTA reliance, and strengthen guest relationships.

Boost bookings this winter with data-driven hotel email campaigns. Learn how clean guest data, smart segmentation, and Gmail’s relevance algorithm turn seasonal emails into revenue.

A Florida Gulf Coast resort used guest data to shift from calendar emails to targeted campaigns, driving $2.3M in direct revenue and 8,996% ROI in 2024.

A Guest History Analysis (GHA) isn’t a one-off report; it’s the blueprint for your hotel’s data strategy.

By the time you add up salaries, benefits, and software tools, you’re looking at hundreds of thousands of dollars a year. For most hotels and resorts, that’s just not realistic. That’s why more and more properties are turning to fractional marketing.

For boutique properties, understanding who your guests are is only part of the equation. The real advantage lies in knowing which segments drive revenue and how those behaviors are shifting.

Hotels face more pressure during an economic downturn  than almost any other segment. Demand tightens, booking windows shrink, and consumer behavior becomes unpredictable. This article outlines the hard data shaping the current slowdown, what it means for hotel performance, and how properties can protect revenue through segmentation, data hygiene, and targeted automation. UPDATE 08/18/2025 : RevPAR is down in 42% of U.S. markets in the week of August 3-9, 2025. RevPAR went do

In a world where personalization drives revenue, micro-segmentation is what separates cookie-cutter campaigns from ones that truly connect.

Guests abandon hotel bookings every day - after browsing room types, checking rates, and even entering their email. It’s frustrating, but here’s the truth: those drop-offs are a goldmine. Understanding cart abandonment isn’t just about recovery - it’s about insight.

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...

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.

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...

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.

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

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.

Winter travel brings its own rhythm - slower nights, cozy getaways, and guests ready for inspiration. Well-timed winter marketing campaigns  help hotels capture that energy, transforming seasonal interest into direct bookings and repeat stays. The colder months are a prime opportunity to re-engage your audience. Effective winter marketing campaigns  can: Fill occupancy gaps between holidays Highlight winter-themed amenities and promotions Strengthen loyalty through storytel