Custom Experiences for Loyal Loews Hotels Guests

The Challenge

Loews is a boutique line of hotels that strive to provide their users with elevated experiences. To help achieve that goal, Loews Hotels started a program that connects their most loyal guests with a personal concierge called a Hospitality Host. This concierge can book restaurants, spas, and other experiences for the guest, as well as gain access to premium events that aren’t always available to the public.

Loews requested that the helia team develop a series of email templates to introduce the personal concierge to their top-tier guests. We established that we needed email templates for the following scenarios:

To introduce the concierge to users right after they’ve booked their next Loews stay
To introduce the concierge to users who have not yet booked
To entice lapsed users to book with Loews again
To follow up with guests after their stay to encourage them to book their next vacation

The Emails

Hospitality Host introduction in pre-stay email

Hospitality Host introduction for users who haven't booked recently

Hospitality Host introduction for lapsed users

Custom post-stay email from the Hospitality Host

Designing for Flexible Content

These email templates included suggested copy, but are meant for the Hospitality Hosts to customize in order to provide a 1:1 experience with their guests. In order to maintain flexibility, I created several modules that used live text, so that each Hospitality Host could incorporate their own recommendations.

This image shows the first section of the email top-tier users receive after booking. I outlined several places for dynamic and custom content in this section; the user’s first name is dynamically populated, then the Hospitality Host’s name and headshot are both included so the user immediately gets a personal connection with their Hospitality Host. And, if the Hospitality Host wanted to send a more personalized email, they are able to rewrite all of the text in this section.

After the main content, each send features a secondary section with additional custom content. The specific content varies by email:

Section of email showing custom event fields

Users who have booked at a Loews Hotel receive a customized list of local events for the time of their stay (shown above). This list is compiled by the Hospitality Host based off of the user’s past event information (if known). There are options to have the Hospitality Host book the events right away, so the user can have certain aspects of their trip planned out previous to their arrival.

Section of email showing custom properties based on user's past stays

Lapsed users receive a customized list of properties (shown above). This list is compiled by the Hospitality Host based off of the user’s past stay information (if known), to try to encourage them to book a new stay at a Loews Hotel.

Additional Dynamic Content

I created these email templates with flexibility in mind, and that extends to imagery as well. The pre-stay and post-stay emails both feature imagery of the specific property the user chose for their visit. This is dynamically pulled into the email to simplify the template as much as possible.