Best Hotel & Lodging Online Newsletter Campaign
Newsletter - Best in Category
The newsletter generated the highest open rate since the newsletter launched – a 28.20% unique open rate exceeding the monthly goal for the program by 47% higher.
At the beginning of the pandemic, when the travel industry was beginning to feel the repercussions of a drastic drop in travel, Marriott Bonvoy Traveler delivered a perfect escape to let loyalty members travel – virtually. The newsletter encouraged readers to “level up your armchair travel” with virtual tours of iconic destinations around the world – from the mirrored halls of Versailles to sunset views of the Sahara Desert.
Marriott Bonvoy’s April 2020 Newsletter provided a timely and highly relevant email that allowed loyalty members to take a virtual vacation and stay connected to the brand at time when travel wasn’t possible. Homebound travelers were treated to recommendations for wanderlust-inducing movies, tv, podcasts and books as well as tips for navigating how to handle cancelled trips. The email included suggestions for Marriott products – like linens and cozy blankets – to transform their everyday space into a luxury hotel and drive additional revenue for the brand.
The newsletter successfully engaged and inspired readers, generating the highest open rate since the newsletter launched – a 28.20% unique open rate exceeding the monthly goal for the program by 47% higher. The campaign was also featured in several trade publications as an excellent example of relevant and timely travel inspiration during a pandemic.