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Outsourcing hotel marketing: here's how you know it's working
The case of Hotel Alpenrose, with ReGuest, mindPool and LUPCOM
How Spa Hotel Alpenrose rebuilt its marketing with three strong partners – for strategy, real relief, and software that's actually used consistently.
Where it started
Raphael, owner of Spa Hotel Alpenrose in Austria, knows the feeling well: marketing was always sort of there – but never really there. No free capacity in-house? Throw together a quick promotion. Slow booking week? React. Plan ahead? Hard to do when day-to-day operations demand your constant attention.That's not the exception in hospitality – it's the rule. Many hoteliers handle marketing on the side, because there's no one else to do it. Annual plan, budget, target audience strategy: all important topics that get pushed back the moment a guest is waiting at the front desk.
"A lot of our promotions came together very last-minute. We reacted to whatever capacity was free, instead of preparing campaigns well in advance."
There was no annual marketing plan. No clearly defined budget either. Social media ran irregularly, and communication was broad rather than targeted. Marketing felt like firefighting – always in motion, rarely planned ahead. The consequence was clear: marketing needed to move out of day-to-day operations.
The turning point
The change didn't happen overnight – it grew step by step.
ReGuest: structure in the inbox
First came ReGuest. The basics: guest communication, inquiry management, structure in the inbox. Room inquiries from the website used to land as individual emails at the front desk – each one reviewed, answered, and processed manually. With ReGuest, they flow directly into the CRM: structured, assigned, manageable in a single system.
mindPool: the first annual marketing plan
Then came mindPool. As the hotel's external marketing management, the agency takes on far more than individual campaigns: annual planning, campaigns, social media, offer communication, and newsletters all come together at mindPool – under one shared communication logic. For the first time, a real annual marketing plan took shape. Aileen, who leads day-to-day execution for Alpenrose at mindPool, sums it up:
ReGuest: structure in the inbox
First came ReGuest. The basics: guest communication, inquiry management, structure in the inbox. Room inquiries from the website used to land as individual emails at the front desk – each one reviewed, answered, and processed manually. With ReGuest, they flow directly into the CRM: structured, assigned, manageable in a single system.
mindPool: the first annual marketing plan
Then came mindPool. As the hotel's external marketing management, the agency takes on far more than individual campaigns: annual planning, campaigns, social media, offer communication, and newsletters all come together at mindPool – under one shared communication logic. For the first time, a real annual marketing plan took shape. Aileen, who leads day-to-day execution for Alpenrose at mindPool, sums it up:
"In many hotels, a tool like ReGuest is used, but often only functionally, purely for daily operations. We also look at what data and contacts are already available – and how to use them meaningfully for marketing."
The newsletter Alpenrose sends through ReGuest is no longer just for standard offers – it's used with precision: guests arriving in a specific window, or belonging to a certain segment – family, couple, traveling with a dog – get the message that fits. From a marketing standpoint, that's far more valuable than cold outreach.At the same time, dependence on plain email delivery has dropped noticeably: Outlook, Gmail, and Apple Mail filter more aggressively than ever these days. Inquiries that used to simply never arrive now land reliably in the system with ReGuest.
LUPCOM: performance marketing and SEO
Working closely with mindPool, LUPCOM joined the project as a long-standing partner. The online marketing agency from Rostock took over the new website, SEO, and Google Ads management – areas the hotel had barely used actively before. LUPCOM brings more than reach, though: it brings performance analysis. Which campaigns and landing pages actually convert? Those insights flow straight back into the shared strategy with mindPool.Three partners, three core areas of hotel marketing: strategy, performance marketing, CRM software. What emerged is more than the sum of the individual providers – their areas complement each other.
LUPCOM: performance marketing and SEO
Working closely with mindPool, LUPCOM joined the project as a long-standing partner. The online marketing agency from Rostock took over the new website, SEO, and Google Ads management – areas the hotel had barely used actively before. LUPCOM brings more than reach, though: it brings performance analysis. Which campaigns and landing pages actually convert? Those insights flow straight back into the shared strategy with mindPool.Three partners, three core areas of hotel marketing: strategy, performance marketing, CRM software. What emerged is more than the sum of the individual providers – their areas complement each other.
How the system connects
From campaign to booking
LUPCOM runs Google Ads to landing pages tailored to specific audiences and regions. Anyone who clicks and sends an inquiry lands directly in ReGuest – not in the front desk's inbox. From there, the hotel takes over: building an offer, answering the inquiry. AI helps with copy, translates foreign languages, or handles it entirely.For LUPCOM, that means tracking with no gaps. Google Analytics loses data to cookie banners – ReGuest doesn't. Every inquiry is captured, regardless of whether a guest consented to a banner. For the hotel, that means something concrete: you don't just see how many people visited the website, but how many of them actually inquired – and booked.
LUPCOM runs Google Ads to landing pages tailored to specific audiences and regions. Anyone who clicks and sends an inquiry lands directly in ReGuest – not in the front desk's inbox. From there, the hotel takes over: building an offer, answering the inquiry. AI helps with copy, translates foreign languages, or handles it entirely.For LUPCOM, that means tracking with no gaps. Google Analytics loses data to cookie banners – ReGuest doesn't. Every inquiry is captured, regardless of whether a guest consented to a banner. For the hotel, that means something concrete: you don't just see how many people visited the website, but how many of them actually inquired – and booked.
"We can see directly how many inquiries turned into bookings. Cookie banners don't matter to us."
Using the inquiry sources in the system, LUPCOM reads the data backward: which channel converts? Where is it worth adjusting? If the conversion rate drops in a given month, the team knows immediately which campaign to work on.The next campaign brings new inquiries. New inquiries bring new guest data, which mindPool turns into targeted newsletters as part of its annual planning. The newsletter drives opens, clicks, bookings – all visible in ReGuest. The loop closes.
The right message, at the right time
Day to day, that looks like this: Alpenrose's email communication doesn't go out to everyone – it goes to the right guests, at the right time. Don't be a nuisance, stay present. Someone who already knows the hotel doesn't need a cold pitch. They need a good story and an offer that fits.ReGuest, in this setup, is more than a tool – it's the shared data foundation for every partner. Whatever is visible in the CRM flows equally into LUPCOM's marketing analysis, mindPool's strategy, and the hotel's day-to-day guest communication.
The right message, at the right time
Day to day, that looks like this: Alpenrose's email communication doesn't go out to everyone – it goes to the right guests, at the right time. Don't be a nuisance, stay present. Someone who already knows the hotel doesn't need a cold pitch. They need a good story and an offer that fits.ReGuest, in this setup, is more than a tool – it's the shared data foundation for every partner. Whatever is visible in the CRM flows equally into LUPCOM's marketing analysis, mindPool's strategy, and the hotel's day-to-day guest communication.
The impact
What Aileen emphasizes in particular: many hotels are already sitting on a goldmine without realizing it. Guest contacts, booking histories, preferences – it's all in the system. What's missing is the outside perspective that puts that data to work. "The data that many others have to search for or build up from scratch is already here. You just have to know how to use it."says Aileen Kiens, Sen. Digital Marketing Expert, mindPool.
For Raphael, owner of Spa Hotel Alpenrose, what's changed most is how he thinks about marketing. He says: "Marketing no longer needs my constant attention – and it still delivers better results." That sounds simple. It isn't. It requires partners who work proactively instead of waiting for instructions. Data that gets analyzed consistently. Software understood not just as a communication channel, but as a source of information. And a hotel, its agencies, and its software working together, not alongside each other. That's exactly what Raphael means when he says: "Marketing doesn't feel like extra stress anymore – it feels like valuable support."
For Raphael, owner of Spa Hotel Alpenrose, what's changed most is how he thinks about marketing. He says: "Marketing no longer needs my constant attention – and it still delivers better results." That sounds simple. It isn't. It requires partners who work proactively instead of waiting for instructions. Data that gets analyzed consistently. Software understood not just as a communication channel, but as a source of information. And a hotel, its agencies, and its software working together, not alongside each other. That's exactly what Raphael means when he says: "Marketing doesn't feel like extra stress anymore – it feels like valuable support."
The takeaway
Marketing isn't a side job. In hotel life, there simply isn't the time for it – and that's not a failure, it's reality. What helps: partners who don't wait for a call. A tool that structures data and makes it accessible. And the courage to hand off decisions that others can make better.
"A clear marketing strategy and reliable partners create structure, lighten the daily workload, and make sure marketing gets implemented continuously and professionally. That way, you can focus on the core business – and still be confident marketing keeps developing sustainably."
Spa Hotel Alpenrose works with mindPool (marketing management, strategy, social media & campaigns), LUPCOM (Google Ads, SEO, website & performance analysis), and ReGuest (guest communication, CRM & data foundation).
The data for successful hotel marketing is often already there – it just needs to end up in the right hands.
Alpenrose isn't an isolated case: more and more agencies and marketing consultants already work with ReGuest as a shared data foundation. Discover the benefits of our partner program and book a no-commitment call.
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