Latitude 38, Telluride
$275,000 in bookings in six weeks, from email alone
The most valuable audience a hospitality company owns is the one it already has: past guests, inquiries, and subscribers sitting in a database nobody is working. Reaching them costs nothing but craft.
Latitude 38 manages luxury vacation rentals in Telluride. Their challenge was a familiar one in rental markets: travelers who default to hotels, even travelers who had stayed in a Latitude 38 property before and loved it. Six weeks of email produced $275,000 in campaign bookings.
The work
A campaign with a point of view. Live Like A Local was built on the one thing a vacation rental offers that a hotel cannot: the town itself. Staff recommendations, the coffee place worth the walk, the runs locals actually ski. Every send earned its place in the inbox by being genuinely useful to someone planning a Telluride trip.
The list, not the blast. The audience was segmented by stay history and inquiry behavior, so past guests were not addressed like strangers and new inquiries were not addressed like regulars.
Attribution kept clean. Campaign bookings were tracked to the send, so the $275,000 is not a brand-lift estimate. It is bookings the campaign produced.
The principle
Before spending another dollar acquiring strangers, work the audience you already own. For most properties, the past-guest list is the highest-return campaign available and the least used.