Curator Hotel & Resort Collection has appointed Directful as the preferred marketing technology partner for its portfolio in the US.
The agreement positions Directful to provide AI-driven guest engagement tools that Curator member properties can use to increase direct bookings and reduce reliance on third-party distribution channels.
Directful’s hospitality marketing platform combines automated guest messaging, predictive targeting, and unified first-party data to support direct revenue and repeat stays.
Member hotels and resorts can use mobile-first SMS and email campaigns to deliver timely messages at scale, with the platform designed to limit additional workload for staffs.
The system integrates with leading property management systems to replace manual processes and connect previously fragmented guest records.
Through these integrations, Directful generates “golden profiles” that consolidate guest information and support the creation of targeted segments, said Curator.
The AI engine analyses preferences and behaviour patterns to determine which messages to send and when, with reporting that shows attribution, revenue impact and other performance metrics.
Curator Hotel & Resort Collection programme development vice president Brent Hayhurst said: “At Curator, we are always looking for best-in-class solutions that drive efficiency and elevate the guest experience. Our independent hotels need modern, measurable tools that help them compete effectively in an increasingly complex distribution landscape.
“This partnership reflects Curator's commitment to empowering our member hoteliers with innovative technology that delivers real business impact.”
Curator’s preferred partner programme will now include access to Directful’s technology for lifestyle properties in its collection.
According to both the companies, member hotels can apply these tools to focus on direct revenue, work with first-party data more effectively. They can also pursue repeat business from guests who may first arrive through higher-cost online travel agency channels, while maintaining each property’s established brand identity in guest communications.
Directful sales vice-president Lindsay Wenger said: “Directful loves partnering with hotels that are looking to build strong relationships with their guests and increase revenue. Curator's independent properties deserve technology that works as hard as they do.
“Our technology understands seasonality, traveller behaviour, and turns past stays into lasting loyalty. We're excited to help Curator's member properties unlock the full potential of their guest relationships while driving measurable revenue growth through their direct channels.”
