Challenge
Dalata Hotel Group possessed a large customer database and a strong hotel portfolio, but email performance was underperforming compared to industry benchmarks. Campaigns lacked consistency, relevance, and a structured test-and-learn approach. There was a clear opportunity to utilise data more effectively to increase conversion rates, retention, and lifetime value, while strengthening brand coherence across customer segments.
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Solution
Equator partnered with Dalata Hotel Group as an extension of the internal team, designing and delivering a performance-driven email marketing strategy centred on customer journeys, automation, and data-driven personalisation.
- Mapped full end-to-end user journeys across the customer lifecycle
- Designed a content-led promotional calendar aligned with booking intent
- Segmented CRM data by demographics, engagement, and spend behaviour
- Introduced a structured test-and-refine approach to templates and messaging
- Built automated onboarding, re-engagement, RFM, and loyalty programmes
- Synced CRM and ESP to improve data quality, targeting, and delivery
- Personalised content at scale to improve relevance and conversion
Results
Open rates increased to 3x industry benchmarks
Click-through rates improved to 7x industry benchmarks
Campaign ROI of 45:1
First fully RFM-modelled user journey campaign delivered for the brand
Based on the campaign's success we're now implementing full end-to-end Re-engagement activity.
Outcome
Dalata Hotel Group now operates a best-in-class email marketing system that generates sustained ROI, increased guest spend, and enhanced loyalty.
The RFM-based approach reduced customer churn, re-engaged lapsed guests, and increased visit frequency. Email has become a key commercial growth channel, delivering tangible results and setting a new standard for travel and leisure marketing performance.