As a premier luxury destination in Napa Valley, Silverado Resort has no shortage of happy guests. But even with exceptional experiences and strong brand equity, the resort’s repeat-stays rate hovered at 9.5%. That number wasn’t just a metric; it was a signal. There was potential waiting to be unlocked with the right approach.
The issue wasn’t guest satisfaction as guests loved their stays. It was figuring out the right time to re-engage past guests and invite them back with a personalized invite. And OTA bookers posed a challenge to bring them back as direct bookers without a new strategy.
With that in mind, Silverado’s marketing team narrowed the problem down to four key challenges that needed to be solved:
The issue wasn’t guest satisfaction as guests loved their stays. The gap was strategic re-engagement. Past guests simply weren’t receiving timely, personalized invitations to return. OTA bookers
who make up a meaningful slice of demand was a challenge to win back to book direct, making it almost impossible to bring them back without a new strategy.
With that in mind, Silverado’s marketing team narrowed the problem down to four key challenges that needed to be solved:
1. Repeat Booking Rates Were Not Increasing
Guests who visited had great things to say, but the resort’s broader market conditions and existing strategies weren’t enough to drive return bookings. With retention hovering at 9.5%, it was clear there was far more value Silverado could capture.
2. OTA Revenue Leakage
A portion of guests were booking through OTAs, costing the resort 15-25% in commissions per reservation. Without direct contact information, these guests were difficult to reach for future stays.
3. Need for Real time campaign management
The team needed a way to create and manage personalized campaigns for every guest segment, especially in the food and beverage segment. They needed automation that could scale and personalize without adding workload for the staff.
4. Need To Increase Guest Reviews
Silverado consistently delivered memorable guest experiences, but the volume of TripAdvisor reviews didn’t fully reflect the satisfaction they were seeing on property. Without a steady, streamlined way to encourage guests to share their feedback, review growth moved slower than the resort’s true performance. This left an opportunity to strengthen their online visibility and better showcase the quality guests were already experiencing.
1. Data Unification with Golden Profiles
To address fragmented guest data, Silverado implemented Directful’s Hotel CRM Booster and Guest Profile Enhancement. The platform pulled fragmented guest data from the resort’s PMS, enriched it with AI, and created complete “Golden Profiles” for past guests, including those who had booked through OTAs with incomplete or masked contact information.
2. AI-Powered Predictive Targeting (OTA Win-Back)
Rather than sending batch campaigns and hoping for results, the resort activated Directful’s predictive rebooking engine. The AI analyzes guest behavior patterns to identify when each individual is most likely to book again; then triggers personalized outreach at that precise moment, even from OTA
This approach eliminated guesswork and dramatically improved campaign timing and relevance.
3. Create your own Campaigns with Guest Messaging
Silverado also leaned heavily on Directful’s Create Your Own Campaign feature. With such a strong food and beverage program and a steady flow of locals visiting the property, the team saw a major opportunity. They needed a way to reach the local market with timely offers, events, and promotions that could drive F&B revenue and ultimately convert more of those diners into overnight guests.
Directful gave them the outlet they’d been missing, targeted outreach that let the resort capitalize on their F&B strengths while creating new demand for stays.
4. Reputation Management Integration
Alongside guest re-engagement, Silverado implemented Directful’s Reputation Management solution to automate review collection and monitor guest sentiment in real time. This dual approach strengthened both retention and online visibility.
The dream of any business leader is to make money while you sleep, and Directful's AI Messages help make that a reality. It's essential to craft the right messaging for your brand and guests, but once that's in place, the AI algorithm does the heavy lifting—even when we're not logged into the platform.
The implementation of Directful’s AI-driven solutions delivered measurable outcomes for Silverado Resort within the first year:
Guest Retention: 9.5% → 14% A 47% increase in rebooking rates, translating to hundreds of additional direct bookings annually from guests who already know and love the property.
OTA Win-Back: $179,000 in Commission-Free Revenue 190 past OTA guests converted to direct bookers. At an average booking value of $942, this also represented $35,800 saved in OTA commissions.
Drip Campaign ROI: 142:1 $35,000 in revenue generated with 55 bookings from a campaign cost of $245. This helped the hotel sell out their room nights and was a clear demonstration of granular segmentation paired with a well-timed personalization offer that delivers.
TripAdvisor: 3X Rating Increase and Prevented 376 Negative Reviews, With reputation management running alongside re-engagement campaigns, Silverado climbed to the #2 ranking in their competitive market.
By combining AI-powered guest re-engagement with automated reputation management, Silverado Resort transformed one-time guests into loyal direct bookers—boosting both revenue and guest lifetime value.
Silverado Resort is a luxury destination in Napa Valley, California, spanning 1,200 acres and featuring two championship golf courses, a full-service spa, and numerous amenities. It’s a historic resort that hosts weddings and events, and offers a range of activities including tennis, swimming pools, and fitness classes. The resort provides various accommodations and is situated on the Silverado Trail, a scenic route in wine country.
Luxury Resort, 300+ rooms
Napa Valley, California
Directful’s Platform provided Silverado with the ability to segment their guest to fit their business need. They ran a local food and beverage campaign that drove $35,000 in revenue and 55 bookings.
A Golden Profile is a complete, AI-enriched guest record. When guests book through OTAs, hotels often receive incomplete or masked contact info. Directful pulls data from the PMS, cross-references it with multiple sources, and fills in the gaps. Silverado was able to convert 190 past guests who booked OTA to book direct.
Once Directful’s AI was turned on, Silverado’s repeat bookings increased by 47% within 90 days and in 2025 alone 190 past OTA guests booked direct.
Yes. The same AI that powers Silverado’s campaigns works for boutique and independent properties. A Missouri luxury resort generated $76,900 by converting 160+ OTA guests in just 10 months. A Delaware business hotel produced $142,000 in conversion revenue using the same approach.
Directful sends personalized offers directly to past guests via SMS or email. These one-to-one messages with exclusive discounts are compliant with parity agreements because they’re not advertised publicly therefore it’s direct-to-guest marketing, not public rate undercutting.
No. Silverado’s team set up AI Marketing Campaigns using Directful’s drag-and-drop builder and pre-built templates within minutes. Once configured, the AI handles timing, personalization, and delivery automatically. As Heather McKenna noted, the system works “even when we’re not logged into the platform.”
Yes. Silverado used Directful’s full platform, including reputation management. Their TripAdvisor rating tripled, and they actively manage their online presence by collecting feedback and quickly responding to negative reviews. You can resolve issues before they escalate, ensuring your hotel is seen in the best light. The system automates review requests, allowing guests to leave reviews on TripAdvisor and Google.
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