Campaign Details

As a newly opened property in a highly competitive market, Aparthotel Birmingham identified loyalty member acquisition as a critical lever for accelerating growth, increasing direct bookings, and boosting long-term guest engagement. With exclusive perks such as 15% off stays, complimentary breakfast, and free room upgrades, the team positioned loyalty membership as a high-value incentive to convert both new and returning guests. But for a new brand, the challenge went beyond promoting the offer – it required creating awareness, driving qualified traffic, and delivering a seamless omnichannel campaign that could turn interest into sign-ups at scale.

To achieve this, Aparthotel Birmingham partnered with Amadeus Hospitality to launch a fully integrated 360° campaign leveraging multiple solutions – including Digital Media, SEO, Website, Guest Management Solutions (GMS), and iHotelier^®.

On the paid media front, the Aparthotel Birmingham team launched Google Performance Max and Meta Advantage+ campaigns focused on lead generation, using newly signed up members as audience signals to enhance targeting precision. These personalized campaigns ensured that high intent travelers received compelling messaging throughout their research and booking journey.

Simultaneously, their integrated website experience included targeted design and navigation updates to streamline the loyalty sign-up flow. Optimized landing pages through SEO offered clearer benefit explanations, simplified steps, and stronger visual hierarchy to minimize friction and strengthen conversion. Popup display banners for loyalty sign-ups and chatbot prompts were used to draw attention to key loyalty offers, helping drive additional enrollment.

Using GMS, email campaigns nurtured prospective guests with personalized, benefit-focused content, guiding them back to the conversion-driven channels, such as the iHotelier^® Booking Engine. Once there, member merchandised rates surfaced and ensured that exclusive loyalty pricing was visible throughout the booking flow.

Campaign Impact

This insight-led, integrated strategy generated exceptional results for Aparthotel Birmingham. The optimized loyalty offer and improved sign-up flow contributed to remarkable gains from June 2025 – October 2025:

• +111% increase in loyalty member sign-ups
• +76% increase in direct bookings
  Loyalty Offer Landing Page +76% Page views
• Loyalty Member Email Campaign Averages
  •  Open Rate: 38.71%
  • Click Rate: 1.81%

By bringing every part of their digital ecosystem into alignment and delivering a unified, consistent guest journey, Aparthotel Birmingham unlocked scalable model that drives meaningful revenue growth and deepens guest loyalty as the property continues to expand its presence in the market.