Personalized Marketing at Scale Transforms Customer Engagement at EasyHotel

For budget-focused hospitality brands, relevance and timing matter as much as price. Guests expect communications that reflect their preferences, booking behavior, and travel intent; yet delivering that level of personalization at scale is challenging when data lives in multiple systems.

easyHotel, an international hotel chain with properties across Europe and beyond, relied on Mailchimp for newsletters and a separate property management system for booking confirmations. This separation made it difficult to build accurate segments, automate communications, or create a single view of the customer. Marketing teams worked through manual processes, with limited ability to personalize content or respond to customer behavior in real time.

To better understand guest preferences and deliver more relevant, timely communications, easyHotel needed to consolidate customer data and modernize its marketing operations on a single platform.

Ascendion implemented Salesforce Marketing Cloud to give easyHotel a unified platform for customer data and engagement. Data synchronization between Salesforce and Marketing Cloud was enabled through Cloud Connect, allowing the marketing team to segment audiences using a single, consistent view of guest behavior and account history across touchpoints. 

A customer Preference Center was designed and deployed to capture and manage guest preferences, supporting deeper profiling and more targeted segmentation. Automated journeys were built using Journey Builder, including welcome, sign-up, pre-arrival, and abandoned-cart communications. Email Studio enabled dynamic content, richer media formats, and advanced A/B testing—empowering the team to continuously optimize engagement, relevance, and conversion.