In 2018, Gregory Day, GM of the Malibu Beach Inn (owned by Mani Brothers), took a bold and somewhat contrarian position to revenue management. Intuitively, Day understood that his customers often came after reading about the property from trusted publications like Condé Nast Traveler and Travel & Leisure. He also knew that he would be excited to commission these publishers if he could reliably measure their efforts against downstream revenue.
From August 2018 to July 2020, the Curacity partnership:
- Originated 17MM email sends and 2.4MM email engagements
- Drove 484 total bookings (82% direct, 18% indirect)
- Drove $500K in direct revenue
About the partnership, Day writes: “Our experience in looking at Curacity’s Customer Data Cloud as a way of enabling top-of-the-funnel marketing—the previously unmeasurable—to be a scalable and measurable part of the revenue mix has been phenomenal. As we look to look to expand our footprint beyond our existing portfolio, we see point-of-inspiration marketing as potentially the most important piece of our revenue strategy. For luxury properties like ours, OTAs don’t really cut it. OTA clients traditionally shop for price and convenience (not experience), while affluent consumers are heavily influenced by the content creators and influencers they trust most.”