• by Jess Nelson , February 3, 2016

Hotel marketing company Guestfolio has upgraded its email marketing solution for the hospitality industry. The platform enhancements offer hoteliers and marketers new data-driven insights and segmentation capabilities to drive guest engagement, retention and conversion.

The enhancement, released in January, adds a new dashboard, user interface, search tool and updated reporting capabilities to the marketing platform.

Guestfolio is a marketing platform built specifically for the hospitality vertical market and features automated reservation communications for guests, customizable post-stay surveys and pre-arrival questionnaires, data-driven customer profiles and real-time reporting and tracking analytics.

Guestfolio is also fully integrated with TripAdvisor, a travel partner since 2014.

At the center of the product upgrade is Guestfolio’s revamped and consolidated guest profile. The guest profile offers a holistic view of each hotel guest including contact information, reservation history, subscriber and engagement information, revenue tracking and a photo if available.

This type of personalization is becoming a strong cornerstone for both the email marketing and travel industries, and it’s no surprise that the travel industry leads in email marketing return on investment. The hospitality and travel industry reported the highest email open rates in a 2015 Silverpop study, with more than half of all emails being opened by the email recipient.

A personalized travel experience is also what customers want. More than half of travelers said they wouldn’t mind sharing personal information with a hotel to receive relevant deals, discounts and loyalty points in a 2015 study by Sabre and Forrester.