The Grand Hotel Heiligendamm on the scenic Baltic Sea cost stands for luxury, elegance and firstclass-service. As Germany’s first seaside resort, the resort offers an incomparable blend of historical charm and modern comfort. The impressive architecture of the hotel, consisting of several historic buildings, matches harmonically with the breathtaking natural landscape and enables the guests direct access to the beach of the Baltic Sea.

The Grand Hotel Heiligendamm has received several awards for its outstanding quality. The hotel was recently named one of the 101 best hotels in Germany, Switzerland, Austria and South Tyrol, where it took second place in the “Luxury Family Resort” category, placing it in the top 3. Particularly proud, the hotel is about the “Mipim Real Estate Award 2004” as the most beautiful hotel of the world, which it received just one year after his opening. In addition, the Grand Hotel Heiligendamm hosted the G8 Summit in 2007, underscoring the international reputation and importance of the Grand Hotel.

A Luxurious Hideaway with International Recognition

The Grand Hotel Heiligendamm has a variety of luxuriously furnished rooms and suites that offer spectacular views of the sea and picturesque countryside. Culinary highlights await the guests in the various restaurants of the hotel. Particularly noteworthy is the gourmet restaurant “Friedrich Franz”, which has been awarded a Michelin star.

In addition, the Grand Hotel offers a wide range of wellness and leisure activities. The 3,000 square meter spa area includes heated in- and outdoor pools, a fitness center, body and facial treatments, massages, a steam room and a Baltic Sea hammam.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"The unique position of the Grand Hotel Heiligendamm offers our guests not only breathtaking views of the Baltic Sea, but also direct access to the magnificent beaches and the curative sea breeze."</div><div class="article_quote_name u-text-style-main">Mathias Gerds, General Manager</div></div></div>

ADDITIVE+ MARKETING AUTOMATION

Innovative Solutions for Successful Online Marketing

ADDITIVE supports the hotel with an extensive online marketing concept, which is based on the latest technology and data-driven strategies.

Data-based online marketing measures ensure that the online presence of the Grand Hotel is sustainably strengthened: social media marketing as well as search engine marketing on Google and Bing help increase the hotel’s visibility and reach new audiences. These data-based measures in hotel marketing are complemented by the modern software solution ADDITIVE+ MARKETING AUTOMATION. The combination of specific measures on one hand and innovative marketing software in the background on the other creates an integrated and data-based online marketing system that is unique in its kind and specifically tailored to the requirements of the modern hotel industry.

Following, an insight into how ADDITIVE has been supporting Grand Hotel Heiligendamm with innovative marketing automation for the hotel industry since March 2024.

An Overview of the Most Important Features from ADDITIVE+ MARKETING AUTOMATION

Reaching new guests: lead advertisements on social media platforms

In order to reach targeted new guests for the Grand Hotel Heiligendamm, so-called lead advertisements are used. Social media offers the ideal platform, for reaching new guests.

The aim of lead ads is to address new guests via social media, who have not had any touchpoints with the Grand Hotel Heiligendamm. These potential guests and prospects have the opportunity to leave their email address when interacting with such a lead ad and thus become valuable leads for the Grand Hotel.

In order to increase the number of entries, incentive vouchers are used, which can be redeemed for a booked first stay. This provides an inducement for interested contacts to share their personal email address with the hotel. Subsequently, the hotel can easily get in touch with potential guests directly through newsletter and email marketing and without further use of advertising budget. Through targeted communication, a relationship with the hotel can be established step by step and interested leads can be converted into real guests.

Turning prospects into guests: pop-ups on the website and landing pages

Data-driven pop-ups are used on the hotel website, as well as on all landing pages used as part of the online marketing. The goal is to convert valuable traffic into even more valuable leads, and thus to make targeted use of the existing potential of website visitors. This is particularly interesting with regard to contacts who already know the hotel, but have not yet made an inquiry or booking.

In order to collect the contact data of interested guests here as well, they are given the opportunity to leave their email address via pop-up when visiting certain topic pages or after a certain length of stay on the website. The use of incentive vouchers as an incentive to increase registrations, as well as subsequent contact by email, are just as useful for this measure as for the lead ads explained above.

The right message at the right time: automated email marketing

ADDITIVE+ MARKETING AUTOMATION makes the most of existing and newly acquired guest data. Newly acquired leads receive automated emails as part of the Welcome and Get-to-Know series, which introduce them to the Grand Hotel Heiligendamm, emotionally pick up the characteristics of the Grand Hotel and supplement them with individual offers.

Existing guests are also individually addressed on the basis of the existing guest data in the hotel PMS system. The outreach is linked to a particular use case, which has been predefined with the hotel. A classic use case could be contacting the guest on their birthday; a “come-back” email, to set up contact points with the hotel; but also a targeted email to all guests, which have booked their stay on a third-party platform, like OTA's, to strengthen the own sales channels.

This outreach is personalized on the available contact data and is automated, so that no manual effort is required for the Grand Hotel itself.

Making marketing measures measurable: transparent evaluations

The online marketing system used by ADDITIVE allows a transparent evaluation of all the successes achieved through online marketing. Thus, the exact number of generated leads, the quantity of bookings of new guests, bookings of existing guests, generated inquiries, revenues and the reached Return on Investment (ROI) in marketing can be determined.

This not only offers hotel companies measurability and transparency in online marketing, but also allows the targeted optimization of all campaigns with regard to the desired occupancy rate.

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