How State Visitor Bureaus Can Leverage Email Marketing

In today’s digital age, State Visitor Bureaus (SVBs) play a crucial role in promoting tourism by highlighting the allure of luxury hotels and resorts within their jurisdiction. Email marketing, with its direct and personalized approach, serves as a powerful tool to attract new vacationers and travelers. Crafting an intelligent and strategic email marketing campaign can transform how SVBs connect with potential tourists, enticing them to explore the luxury accommodations and experiences on offer.

Here’s How:

1. Segmentation and Personalization

The key to a successful email campaign is to understand the audience. Americas Great Resorts works closely with SVBs to segment our targeted email list based on various criteria such as past travel experiences, interests, and demographics. Tailoring emails to meet the specific interests of each segment can significantly increase engagement rates. For instance, sending targeted emails to adventure-seekers about luxury resorts offering thrilling outdoor activities, or to families highlighting resorts with exceptional family and children services. Americas Great Resorts has a datafile of 3.6 million frequent luxury travelers, which can be segmented to meet any criteria.

2. Rich Content and Storytelling

Emails that narrate a story or immerse the reader in the experience of staying at a luxury hotel or resort have a higher chance of captivating interest. High-quality images, virtual tours, and testimonials from past guests can enrich the content. Furthermore, highlighting unique selling points (USPs) of each property, such as exclusive amenities, bespoke services, and extraordinary culinary experiences, can set these luxury accommodations apart from competitors.

3. Exclusive Offers and Packages

Everyone loves feeling special. SVBs can collaborate with luxury hotels and resorts to offer exclusive deals and packages for email subscribers. These could include early bird offers, complimentary services (like spa treatments or private tours), and special package deals. Highlighting these offers can incentivize potential vacationers to book through the emails, adding value to their subscription.

4. Mobile Optimization

With most emails now being opened on mobile devices, it’s crucial that the email design is responsive and optimized for viewing on all screen sizes. This ensures that the beautiful imagery and compelling content are presented effectively, providing a seamless user experience that reflects the luxury and quality of the hotels and resorts being promoted.

5. Integration with Broader Marketing Strategies

Email marketing should not stand alone but be integrated into a broader digital marketing strategy. Encouraging potential travelers to follow the SVB’s social media channels, visit the official website for more information, or even engage with interactive content, can create a comprehensive digital experience that nurtures their interest from the initial email to booking their stay.

6. Measurement and Optimization

Finally, analyzing the performance of email campaigns is crucial. Metrics such as open rates, click-through rates, and conversion rates can provide insights into what content resonates with the audience. SVBs should continually refine their approach based on this data, testing different subject lines, email content, and sending times to optimize the effectiveness of their campaigns. The specifics of this process are detailed here; Analyzing Success: A Comprehensive Guide to Measuring Email Campaign Results with Americas Great Resorts


By leveraging the power of Americas Great Resorts email marketing through strategic segmentation, rich content, exclusive offers, and integrating with broader marketing strategies, State Visitor Bureaus can significantly boost the attraction of luxury hotels and resorts to new vacationers and travelers. This not only enhances the visibility of these premium accommodations but also contributes to the overall growth of tourism in the state.