Iberostar
Elevating Its Luxury Brand through High-Quality
B2B Sales Communications
When Iberostar teamed up with UpMail, the impact on the hotel and resort chain was significant. The quality and effectiveness of their B2B sales communications saw a substantial boost, helping to further elevate Iberostar’s reputation as a luxury brand. As a result, sales performance improved, leading to an increase in revenue.
Headquarters
Palma de Mallorca, Spain
Type
Hotel chain, privately held
Number of Hotels
+ 100 properties, 4* and 5*
Region
Europe, Central America
and South America
Company Size
+20,000 employees
About Iberostar
Recognized as a leader in the hospitality industry, Iberostar, based in Palma de Mallorca, Spain, boasts a portfolio of over 100 properties, including an impressive collection of four and five-star hotels.
The Challenge
The company’s sales team can be found in most European countries where it’s crucial for them to foster constant communication (in at least five different languages) with B2B clients, travel agencies and partners. That’s no easy feat.
To boost conversion rates and drive more revenue, Iberostar needed to overcome several challenges. Their specific goals were to:
- Communicate and build quality relationships across their large partner base using relevant content for their 100+ hotels, each with unique requirements
- Differentiate their brand from the competition
- Improve the overall quality of their communications
- Establish a standardised communications process across their sales team
- Be able to react quickly, and nimbly, to ever-changing business needs
Iberostar showcases its unique offerings to B2B partners through captivating visuals, videos, and multilingual brochures. However, they struggled to efficiently deliver targeted content to the right partners. That’s where UpMail comes in.
Solution
To address this challenge, UpMail recommended that Iberostar’s international sales teams use customizable email templates tailored to their regional needs. These templates offered flexibility in language, content, and visuals, making them ideal for specific events like hotel openings or exclusive partner offers, as well as general communications like invitations.
Iberostar representatives simply registered for their UpMail accounts and installed the Outlook plug-in, giving them quick access to create personalized, engaging emails for their regional B2B partners.
With real-time data, teams could track response rates, identify top-performing templates, and share insights across the organization.
Result
The results were impressive. UpMail enabled Iberostar to streamline communication across their international sales teams while maintaining the flexibility needed for different regions and client types.
The ability to craft highly personalized sales emails in multiple languages and share relevant digital content had a major impact in these ways:
- Accessible data empowered the sales team to make smarter decisions
- Engagement with B2B partners increased significantly
- Iberostar strengthened its position as a luxury brand
- The international sales teams gained agility, allowing them to respond swiftly to last-minute opportunities, like filling a hotel with low occupancy, by reaching the right partners in just a few clicks.
Initially, Iberostar started with six templates, but that number quickly grew to over 20 as they tailored communications further. In the first year alone, more than 48,000 personalized B2B sales emails were sent. Thanks to UpMail, Iberostar now has a smart, efficient tool that drives sales performance.
“…UpMail is the ideal tool for reaching a diverse range of clients professionally, using photos, presentations, and videos—all without relying on the marketing team or a graphic designer for every email we send out. “
“UpMail is a fantastic, easy-to-use system for sending high-quality, branded, newsletter-style emails to a large database in just one click.”
Seamless Integrations
