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Hotels

We grow direct bookings for hotels by turning guest data into campaigns that run every week.

We run your guest data and the campaigns it feeds, and we report every week on what booked.

Book a callFrom $15,000
The Cape Resorts email opens on a monarch butterfly resting on orange zinnias above the headline Wonders All Around, followed by a fall offer card with a Book Online button.
The Beach Shack's email opens on the headline Surf Camp at the Shack above a surfer carrying his board down a boardwalk to the beach, followed by a note on the Rusty Nail and a sunset surf-lesson module.
Emails Vael made for Cape Resorts and the Beach Shack.

Newest

Couples and event planners can now walk your hotel before they book it.

We build a walkable model of your property from the photos you already have. Your sales team sends one link, and a couple tours the rooms and the event spaces from home.

A slow move through a sitting room with navy built-in bookcases, white wicker chairs and a floral sofa.
A lawn at night with Adirondack chairs under string lights, looking across dark water to a far shore.
Built for a resort hotel.

One team runs your guest data and every campaign it feeds.

  • Guest data and analytics

    We connect your booking system and your email platform, and you see where and when your guests book on one dashboard.

    The Linden Shore HotelGuest dashboardSampleDirect bookings, last 90 days1,235Share booked direct46%Repeat guests31%Average days booked ahead38Direct bookings by week050100Week 1: 72 direct bookingsWeek 2: 78 direct bookingsWeek 3: 81 direct bookingsWeek 4: 76 direct bookingsWeek 5: 88 direct bookingsWeek 6: 94 direct bookingsWeek 7: 91 direct bookingsWeek 8: 99 direct bookingsWeek 9: 104 direct bookingsWeek 10: 98 direct bookingsWeek 11: 112 direct bookingsWeek 12: 118 direct bookingsWeek 13: 124 direct bookingsWeek 1This week, 124Where guests book fromAtlanta31%Atlanta: 31% of guestsCharlotte24%Charlotte: 24% of guestsNashville17%Nashville: 17% of guestsDallas11%Dallas: 11% of guestsEverywhere else17%Everywhere else: 17% of guests
    Sample Sample dashboard for a fictional hotel, with synthetic data.

  • Guest segments

    We sort your past guests into groups that book for different reasons, so each group gets its own message.

    • The anniversary couple

      Books a weekend six weeks ahead and reserves dinner.

      Share of guests
      22%
      Books ahead
      41 days

    • The midweek escape

      Drives in from the city on short notice for two nights.

      Share of guests
      18%
      Books ahead
      9 days

    • The summer family

      Returns the same July week and books it in January.

      Share of guests
      27%
      Books ahead
      164 days

    • The event planner

      Holds a block of rooms and decides after a site visit.

      Share of guests
      9%
      Books ahead
      212 days
    Sample Sample segments for a fictional hotel.

  • Campaign design and execution

    We design each campaign for those groups, and twice this summer a change flagged in the morning was ready to send the same day.

    Same dayFrom a change flagged in the morning to an email ready to send.

    The Virginia email design for Fall Sale.
    A fall sale, designed for The Virginia.

  • Email

    We build every send, from the welcome email to the note that brings a guest back next season.

    Beach Plum Farm email design for Lunch on the Beach, Cocktails at the Cottage.
    A Cape Resorts email, on a guest's phone.

  • Growth strategy

    We set the plan each quarter and measure it in booked revenue.

    1. October

      Fill midweek nights with the midweek escape group.

    2. November

      Bring back last winter's guests before the holidays.

    3. December

      Sell gift cards to the anniversary couples.

    Sample Sample quarter plan for a fictional hotel.

You review every ad in one feed and pick the ones you love.

Each new ad appears as your guests will see it, and one tap marks it to run as it is or with your edits.

Vael's ad review feed on a laptop: four columns of sample ads for a fictional seaside hotel scroll by slowly, a carousel ad is swiped through its three cards, and two ads get a Love it tap.
Vael's ad review feed on a phone: sample ads for a fictional seaside hotel scroll by slowly, a carousel ad is swiped through its three cards, and two ads get a Love it tap.
Sample ads for a fictional hotel, made with our ad generator.

Every campaign teaches us something that makes the next one better.

  1. Data
  2. Segments
  3. Creative
  4. Sends
  5. Results
  1. Trust grows
  2. A new need
  3. A new product, built with the client
  1. 1

    We read your data.

  2. 2

    We make creative for each customer group.

  3. 3

    We run it and measure what books.

  4. 4

    What we learn shapes the next brief.

  5. 5

    As trust grows, clients hand us more of the work.

  6. 6

    Their next request becomes our next product, and we build it with them in days for less than legacy vendors charge.

Bring your property to life in every marketing moment.

Vael Creative has become an invaluable extension of our team, bringing together thoughtful strategy and exceptional creative across all of our hotel brands. They have a unique ability to understand each brand individually while building a cohesive digital approach that strengthens the Cape Resorts portfolio as a whole.
Maggie Stott, Head of Brand and Marketing, Cape Resorts
  • The Sandpiper's email opens on the resort's pool and white balconies under a clear sky with the headline Autumn's Arrival, followed by a seasonal savings offer with a Book Online button.
  • Congress Place Suites email design for Fall Sale.
Obsess over the entire customer journey.

What it costs

A season's campaign for one hotel

From $15,000

You pay half to start. If you don't love the first finished pieces after our changes, we refund your deposit in full.

Start a seasonal campaignFull scope and termsMore on pricing

What it includes

  • Campaign imagery and a short film made from the property's own photographs
  • Emails built for your CRM, as send-ready designs your team sends
  • Cuts of the images and film for social
  • Two rounds of changes on every piece

Modeled example: it pays for itself at

133 room nights

At a $300 rate and the US average hotel profit margin of 37.7%, the campaign pays for itself if it fills 133 room nights that would have sat empty. Moving 334 room nights from OTAs to your own site does the same.

After the first project

You can continue into a partnership from $15,000 a month.

Questions

Is the photography real?

Every image starts from your property's own photographs. We make the new scenes with AI, and a person checks the building against your photos.

We have a photographer booked. Why add Vael?

Keep the shoots you're excited about. We turn your library into new campaigns every season, and each new shoot gives us more to work with.

Do you work with independent hotels?

Yes. An independent hotel starts with one seasonal campaign. A group can start with one property and add the rest, as Cape Resorts did.

Do you make ads?

Yes. We make ad creative as part of the hotel partnership.

Which email system do you work in?

We work in your own CRM. We hand over send-ready designs, and your team sends them.

More on hotels

Tell us which hotel and which dates you need to fill.

Book a call

hello@vaelcreative.com