Skip to Main Content
🎉 Inntopia Commerce is now integrated with Oracle Hospitality OPERA! →

Tips How can marketing automation help resorts dealing with staffing shortages?

photo of the author Gregg Blanchard

 May 15, 2023

Staffing shortages – whether on the front line or in your marketing team – are a huge challenge in the resort industry right now.

Call centers are tough to staff, skilled marketers are tougher to keep, revenue managers are asked to do more and more, front desks have more balls in the air, and the result can be a negative impact on your guest’s experience.

This challenge can feel like one for your HR team, but it’s important in moments like these to think more strategically.


A friend of mine, Joe Myers, used to say that “everyone is in marketing.” Yes, only a few people have the word “marketing” in their title, but everyone at a resort creates the guest’s experience and perception of the brand.

The opposite, however, is also true. A marketing CRM like Inntopia Marketing Cloud has guest data from all of those touch points and more. And our marketing automation have advanced to where literally any data point can be used to trigger an automated message to a guest. And the contents of those messages can be customized based on guest data using dynamic content.

In other words, with some creative thinking, marketing is perfectly poised to stand in for your overworked team and help alleviate their burden. Here are a few examples.

1) Contactless Pickup

Contactless pickup is something that many resorts still haven’t adopted. It’s not something you have to go all-in on, just giving guests the option can mean fewer staff required to sell tickets at windows. Revelstoke is one of many resorts who have seen the benefit of this first hand.

screenshot of revelstoke qr code email

2) Proactively Prevent Issues

Another great example is simply talking to your front desk or call center about the reasons guests call in and brainstorming whether any of these can be addressed with a well-timed email. For example, if construction on a nearby interstate is getting soon-to-be-arriving guests lost, send them an arrival day email with one-click directions to a better route in Google Maps.

screenshot of arrival day email

3) Custom Abandoned Cart

No call center is perfectly utilized, but how do you fill those slower times that still need that extra agent on the phones? Instead of asking agents to call abandoned itineraries, an automated abandoned cart email can be customized with the details of the agent a guest spoke with and get guests to call back in. Time this during slower parts of the day and you can do more revenue with a smaller call center.

screenshot of abandoned cart emails

4) One-Click Confirmation Resend

Some teams still manually resend booking confirmations to guests. For some resorts, this tied up as much as one full-time staff member to manager. We built a tool that let’s an agent look up a confirmation email and trigger the system to automatically resend that message.

screenshot of one-click resend tool

5) More (Automated) Revenue

The last thing to remember is that every dollar of revenue automated campaigns generate takes away one dollar of pressure the marketing feels to generate that through more manual campaigns. Abandoned cart, cross sell, extend your stay, upsell, and booking anniversary emails are all perfect examples of this that are powerful when applied to lodging, but seeing impressive results when built for other products as well.

screenshot of revenue generating automations

Marketing (Automation) Can Help

Inntopia Marketing Cloud has the most advanced automation capability in hospitality. Any kind of message can be triggered by any kind of data point.

If you’re losing the battle to labor costs or shortages, grab a copy of our free marketing automation guide, do a huddle with your team around how automated emails can take a burden off your marketing, reservations, call center, front desk, or other teams and you’ll be amazed by the possibilities? Want a hand brainstorming? Reach out, we’d love to jam on ideas with you.

Subscribe to Destination Travel Trends Simple breakdowns of key travel trends as they happen.

Join over 4,000 travel professionals who stay up to date on what changes in the market mean to their daily life.

collage of newsletter screenshots

Want a demo or have a few questions? Say hello.

photo of tyler maynard

Tyler Maynard
VP of Business Development
Ski / Golf / Destination Research

photo of doug kellogg

Doug Kellogg
Director of Business Development
Hospitality / Attractions

If you're a current Inntopia customer, contact support directly for the quickest response →

Our New, Free Book A No-Nonsense Guide to
Growing Resort Ecommerce Revenue

Why the road to growing ecommerce revenue may start with a decrease in conversion rate.

    Free Download →    
screenshot of Our New, Free Book