How Did Diamond Coast Hotel Earn an Extra €7,227 in 90 Days?

The Diamond Coast Hotel is an independently owned 4-star hotel on Ireland's Wild Atlantic Way. A proud member of the TMR Hotel Collection, it sits in Enniscrone, County Sligo, overlooking Killala Bay and the renowned Enniscrone Golf Course- with 99 beautifully appointed bedrooms, two venues in the Coral Restaurant and Inishaven Bar, and a guest mix spanning golfers, families and couples throughout the year.

Like many independent hotels, Diamond Coast had a rich stream of guest data and a small team with no time to act on it manually. This is the story of how they turned that data into a self-running ancillary revenue engine, saving over 70 staff hours and replacing 100 manual campaigns.

⛰️The Challenge: manual outreach was leaving revenue behind

In a highly competitive hospitality landscape, relying on manual outreach or generic bulk sends costs revenue, engagement and time. For Diamond Coast, three problems were compounding:

💸Missed revenue opportunities: Guests received no timely touchpoints before, during or after their stay.

✉️Generic, one-size-fits-all messaging: A single bulk email couldn't speak to golfers, families and couples differently, so engagement suffered.

🕓 Heavy manual workload: Every campaign was built and sent by hand, a cost a small team simply couldn't keep absorbing.

The result was a familiar one for independent hoteliers: valuable guest relationships going cold, and a marketing calendar dictated by whoever had a spare hour to build and send.

🧗‍♀️The Strategy: the right message, to the right guest, at the right time

Diamond Coast transitioned to a fully automated, data-driven lifecycle marketing strategy powered by For-Sight- turning everyday guest interactions into a scalable, revenue-generating engine.

What is lifecycle marketing automation for hotels?

Lifecycle marketing automation is the practice of triggering personalised guest communications automatically at each stage of the guest journey (from booking, to pre-arrival, to post-stay, to re-engagement) based on guest data rather than manual scheduling. Instead of a marketer building and sending each campaign by hand, the campaign workflow runs continuously in the background. A guest enters a segment, the right message is sent at the right moment, and the resulting revenue is tracked back to the journey that produced it.

At Diamond Coast, that same engine powers every stage of the guest lifecycle, over 6,800 communications, entirely hands-free. Each segment, built on guest behaviour, booking source and stay stage, gets its own automated journey.

💪The Execution: Four journeys, one continuous revenue stream

Every stage of the guest lifecycle now works on its own, and (crucially) each journey is tracked to the ancillary revenue it generates. Over the 90-day measurement period, four journeys delivered:

• Welcome journey- €5,426.86. First impressions from the moment a booking lands.
• Post-departure review journey- €1,031.50. Reviews and repeat bookings after checkout.
• Pre-stay journey- €630.00. Upsells and anticipation ahead of arrival.
• OTA guest journey- €139.00. Converting OTA bookers into direct guests.
• Total automated revenue- €7,227.36, generated hands-free in 90 days.

Two journeys are worth a closer look, because they show how the same data foundation serves very different goals.

The pre-stay journey: "Get ready for your stay"

Triggered before arrival, this journey generated €630 while quietly doing the hotel's admin for it. It worked because it:

• Removes friction- check-in times, parking and cancellation are answered before a guest needs to ask.
• Builds anticipation- the Coral Restaurant and Kids Club turn a booking into a looked-forward-to trip, opening the door to upsells.
• Feels personal and timely- a first-name greeting, sent exactly when it's useful, drove strong open rates.

The win-back journey: "Ready for your next adventure"

Triggered after departure, this re-engagement journey is designed to bring past guests back through the direct channel. It works because it:

• Gives a clear incentive- an exclusive 15% code (RETURN15) offers a concrete, members-only reason to rebook direct.
• Creates emotional pull- Wild Atlantic Way imagery and a "more than just a hotel" message rekindle the last stay.
• Bypasses the OTAs- it sends past guests straight to the direct channel, protecting margin on the next booking.

That last point matters more than the modest €139 figure suggests. Every guest recovered into the direct channel is a guest the hotel no longer pays commission on- and with online travel agency commissions widely reported at 15–30% of booking value (PhocusWright, 2025), the compounding saving on repeat direct stays far outweighs the first-touch revenue.

🏅The Results: measurable revenue, hours handed back

The numbers tell a clear story about both performance and efficiency.

• 96% delivery rate- 6,600 of 6,873 messages delivered, built on clean, unified guest data.
• 33.1% open rate- 2,275 unique opens, well above the 20–25% hospitality benchmark (Dotdigital Email Benchmark Report, 2026).
• 6,800+ triggered communications- sent automatically since April, with zero manual campaign builds.
• ~100 manual campaigns replaced- the equivalent workload now runs itself.
• 72–75 staff hours saved over the 90-day period.
• €7,227 in automated revenue in 90 days, hands-free.

The takeaway: strong data and set-up show up in that 96% delivery rate, and a 33.1% open rate shows guests genuinely welcome what arrives. Right timing plus relevant messaging is what turns an email programme from noise into revenue.

Where Diamond Coast goes from here

This campaign progressed several elements of the For-Sight Customer Success Program, including new segmentation (Mosaic, RFM and points bands), automated journeys, OTA reduction and early loyalty improvements. The rest form the roadmap for what comes next:

• Move guests up the ladder with RFM segmentation- focus on high-value spenders while lifting lower tiers with early-booking incentives.
• Deeper personalisation- splitting the pre-arrival journey for first-time versus returning guests, and adding location-based upsell.

Building on a solid guest-data foundation, the plan is to keep moving the value ladder upward, deepen personalisation, and reward the segments that matter most.

The platform behind the journeys

"We've had a very positive experience using For-Sight. The platform is incredibly user-friendly, making it easy to access guest data, build targeted segments, and create effective marketing campaigns. The reporting and accessibility of the data have given us valuable insights into our customers and helped us deliver more personalised communications. The support we've received throughout our journey has been excellent, with the team providing expert guidance, prompt assistance, and helping us maximise the value of the platform. A special mention goes to Malwina, who has been a wonderful support throughout."

Sales and Marketing Director, Diamond Coast Hotel Jackie O'Brien

Every result in this story was powered by one thing: For-Sight, the hospitality CRM built to turn guest data into direct revenue. Diamond Coast didn't add another disconnected tool. They put a single, intelligent platform at the centre of their marketing, working across the full guest lifecycle. Here's how it comes together, across the three principles that drive everything For-Sight does: Know, Delight, Repeat.

• Know: centralised guest profiles across every touchpoint, and advanced, data-led segmentation.
• Delight: personalised, multi-channel campaigns and beautifully branded, flexible emails, delivered through For-Sight's Campaign Studio.
• Repeat: direct bookings driven, OTA guests converted into direct bookers, and first-time direct bookings won with targeted offers.

Ready to turn your guest data into a continuous revenue stream? Schedule a call and see how For-Sight can help you know your guests, craft delightful experiences, and earn repeat visits.

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