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MBX Consulting

National hospitality group · Email

Booking and winback after the merge.

Selected work of the practice. Not a named client.

  • +27%

    Direct booking from email, two quarters

  • 2.1×

    Winback reactivation vs prior year

  • 11 weeks

    CRM merge to living journeys

Situation

A national hospitality group had merged two CRMs and inherited a graveyard of journeys. Booking mail still pointed at the old property IDs. Winback was a quarterly blast with a discount code. Loyalty could not see stay history that actually matched the guest.

Selected work of the practice. Sector and channel only. Not a named hotel company.

Work

  • Diagnose: which identities survived the merge, which sends still used dead keys, where complaint rate was hiding a broken preference center.
  • Build: a booking path that used live inventory language, and a winback that fired on recency and property affinity — not on a campaign calendar.
  • Run: weekly send plan across brands without collapsing voice. Legal path for rate language. A stop so brand mail did not collide with transactional stay mail.
  • Hand back: property marketers could hold the calendar. The stack was one system with three voices, not three systems with one accident.

What changed

  • Direct booking from email +27% in two quarters once the journey used the merged identity.
  • Winback reactivation 2.1× versus the prior year’s blast logic.
  • Eleven weeks from merge debris to living journeys. Complaint rate down once the preference center told the truth.

Also: Braze. Three brands on one stack, still distinct.

“We had one CRM and three ghosts. She buried the ghosts and left the booking path.”

VP, Digital — national hospitality
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