How a Bangkok Hotel Increased Bookings by 150% with Automated Marketing
โรงแรมในกรุงเทพฯ เพิ่มการจองได้ 150% ด้วยการตลาดอัตโนมัติ
When a 45-room boutique hotel in Bangkok's Sukhumvit district approached Rep Pro Thailand, they were facing a common challenge: over 60% of their bookings came through OTAs (Online Travel Agencies) like Booking.com and Agoda, resulting in high commission fees and limited direct customer relationships.
The Challenge / ความท้าทาย
The hotel had invested in a modern website and property management system (PMS), but struggled to convert website visitors into direct bookings. Their email marketing was sporadic, review response was inconsistent, and they had no system for re-engaging past guests.
Key Pain Points:
- •High OTA commission fees eating into profit margins (15-25% per booking)
- •No automated guest communication system
- •Inconsistent review management across platforms
- •Zero re-marketing to past guests
The Solution / โซลูชัน
Rep Pro implemented a comprehensive automated marketing system integrated with the hotel's existing PMS. The solution focused on three key areas:
1. Automated Guest Journey
We created a complete automated communication flow for every guest:
- ✓Pre-arrival: Personalized welcome email with local recommendations
- ✓During stay: Check-in SMS, service upsell messages
- ✓Post-departure: Thank you email, review request, future booking incentive
2. Intelligent Re-engagement System
AI-powered segmentation identified past guests likely to return based on:
- • Booking patterns and seasonality
- • Length of stay and spending behavior
- • Review ratings and feedback sentiment
These guests received personalized offers at optimal times, dramatically increasing repeat bookings.
3. Automated Review Management
AI-generated responses to reviews on Google, TripAdvisor, and Booking.com ensured every guest received a timely, personalized reply—boosting the hotel's online reputation and SEO rankings.
The Results / ผลลัพธ์
ROI Impact: The hotel saved approximately ฿850,000 (~$24,000 USD) annually in OTA commissions while increasing overall revenue by 28%.
Key Takeaways for Hotel Owners
This case study demonstrates that boutique hotels and small properties can compete with larger chains by leveraging automation:
- Start with guest data: Your PMS contains valuable insights—use them for personalized marketing
- Automate consistently: Every guest should receive the same high-quality communication experience
- Focus on repeat guests: It's 5-7x cheaper to market to past guests than acquire new ones
- Reduce OTA dependency gradually: Even a 20-30% shift to direct bookings significantly improves profitability
สำหรับโรงแรมขนาดเล็กและบูติกในประเทศไทยและอาเซียน ระบบการตลาดอัตโนมัติไม่ใช่เรื่องหรูหราอีกต่อไป แต่เป็นความจำเป็นเพื่อการแข่งขันในตลาดที่มี OTA ครอบงำ