Adobe Journey Optimizer for a Luxury Hotel Group — Personalised Guest Experience at Scale

"We went from treating every guest the same to recognising what makes each guest choose us. The commercial result exceeded our most optimistic projections."

— Chief Revenue Officer, Luxury Hotel Group (28 properties)

The hotel group sent the same promotional emails to all guests regardless of stay history, preferences, or tier. A guest who had stayed 40 nights received the same new guest welcome offer as someone who had never stayed. Revenue from email communications was declining 8% year on year.

We implemented Adobe Journey Optimizer with guest data unified from the PMS, loyalty system, and booking platform into Adobe Real-Time CDP. Journey triggers were built for pre-arrival, on-property, and post-stay phases. Personalisation was implemented at room type, dining preference, ancillary interest, and loyalty tier level.

Email revenue per send increased by 340%. Ancillary spend per stay increased by £28. Loyalty programme enrolment increased by 44% driven by personalised enrolment journeys. Guest satisfaction scores improved by 0.6 points on a 10-point scale.

Is this familiar?

Adobe Experience Cloud challenges in Professional Services — what we see most often

Businesses in Professional Services running Adobe Experience Cloud often face the same underlying issues: data quality problems that compound over time, automation configurations that worked at launch but have not kept pace with the business, and adoption gaps that mean the CRM captures only a fraction of what it should.

The challenge is rarely the platform itself. Adobe Experience Cloud is capable of handling this complexity. The challenge is the implementation — the data model decisions, the integration architecture, and the process design that determine whether the platform works for the business or against it.

Celumai specialises in Adobe Experience Cloud implementations and rescues for Professional Services businesses. If the issues described in this case study are familiar, the causes and solutions are likely similar.