BACK
The Company
Emma Villas S.p.A. is the leading Italian company in the vacation rental market for prestigious villas and residences. As of October 2023, it is listed on the
Euronext Growth Milan market. The company manages over 600 exclusive villas in Italy and hosts more than 55,000 international customers annually.
The Need
Emma Villas aimed to enhance its services and streamline operations through digital transformation. The company needed a more efficient way to communicate with clients, providing timely and personalized information. Increasing conversion rates from inquiries to bookings was a primary goal. Additionally, the company sought to improve the overall experience for clients renting villas by offering tailored experiences and services.
The Project
Abilitya introduced Ai6, a company specializing in marketing automation, and closely supported Emma Villas during the integration process. The company implemented marketing automation software to manage and optimize client communications. This software enables personalized email campaigns, automated follow-ups, and detailed client segmentation. By analyzing client data, the software helps create targeted marketing strategies, ensuring the right message reaches the right audience at the right time. This resulted in improved engagement with potential clients and higher conversion rates from inquiries to confirmed bookings.
At the same time, Emma Villas adopted Abilitya’s #be solution and developed a web-app to enhance the client experience for those renting the villas. The app provides information about local attractions, dining options, exclusive experiences and special discounts. Clients can use the app to book additional services such as private tours, in-villa dining, and wellness activities, creating a seamless and personalized vacation experience.
Emma Villas chose the Video Wall app type, where video stories have the power to captivate audiences and leave a lasting impression. By combining visual elements, storytelling techniques, and audio, videos create a dynamic and immersive experience.
The offer of the experience is also become an important part of the marketing automation messages.
As a second step, Emma Villas will place QR codes in the villas to allow an easy and direct to the app and to allow guests to easily feature what is around them and access special offers, making the experiential tourism a key point of the offer.
This new system, launched in between May and June 2024, immediately showed a positive impact. The marketing automation software has significantly improved the efficiency and effectiveness of client communications. Personalized and timely messages have led to higher engagement rates. With targeted marketing campaigns and automated follow-ups, the company has seen a notable increase in conversion rates from inquiries to bookings. The app has added significant value to the client’s stay, offering a wide range of personalized experiences and services that enhance overall satisfaction and loyalty and bringing additional revenues to Emma Villas.
Emma Villas, a leader in Italy's tourism industry:
- Launched Abilitya’s Video Wall app to enhance its “experiential tourism” approach.
- Plans to leverage the Phygital Platform to showcase experiences “around the villa.”
