Case Study: Palm Holdings shifts 3% of bookings from OTAs to Direct with Revinate Marketing

Palm Holdings Shifts 3% of Bookings from OTAs to Direct

Palm Holdings, a multi-property operator managing 13 franchised hotels (IHG, Wyndham, Marriott), wanted to reduce its reliance on online travel agencies (OTAs) and drive more direct bookings. Director of Revenue Management Ryan MacDonald saw opportunity for property-specific marketing beyond brand-level efforts and sought a way to communicate directly with past guests.

They piloted Revinate’s CRM & Email Marketing to segment guests and send targeted, automated campaigns (pre-arrival upsells, OTA winbacks, special offers). The first email generated $24K and the two-property pilot produced $100K in six months; for one property this shifted 3% of bookings from OTAs to direct, prompting a wider rollout across the portfolio.

Palm Holdings

Ryan MacDonald

Director of Revenue Management and E-Commerce