Discover how Nigloland successfully launched its new Cabaïana hotel by implementing a targeted communication strategy managed directly within its Arenametrix CRM.
Nigloland
Launching a new offer: how Nigloland boosted bookings through a CRM strategy
Open since 1987, Nigloland is one of France’s most renowned amusement parks, celebrated for its family-friendly and immersive experience, with more than 44 attractions and a positioning centered on friendliness and discovery. It was ranked 2nd best European amusement park for parks with under 1 million visitors at the European Star Awards.
In April 2025, the park opened the doors of its brand-new Cabaïana Hotel, expanding the stay experience already offered by the Hôtel des Pirates. This strategic launch aims to broaden the park’s accommodation offering and strengthen its appeal among families seeking adventure and comfort.
To promote this new lodging option, Nigloland structured its communication around four major objectives:
- Increase awareness of the Cabaïana Hotel among all prospects;
- Streamline the post-purchase customer experience with practical, service-oriented emails;
- Encourage additional spending by highlighting the park’s other activities;
- Maximize loyalty and review collection through post-stay communications.
What We Implemented
→ Targeted launch campaigns to promote two offers: A -30% discount for customers already loyal to Nigloland’s hotels, rewarding their engagement and encouraging early bookings, and a -25% discount for all opt-in prospects to maximize reach and attract new visitors. Automated follow-up messages were scheduled to optimize conversion.
→ Integration of these two offers into other communication campaigns: Dedicated sections promoting the Cabaïana Hotel were added to Nigloland’s newsletters to anchor the new offers in visitors’ minds.
→ Multichannel digital campaigns: Beyond organic posts, Nigloland deployed actions across Meta, Google Ads, and TikTok, adjusting them progressively with an agency. The park also collaborated with family- and leisure-focused content creators, strengthening social proof and reaching highly qualified audiences.
→ Automated CRM workflows throughout the customer journey:
- A comprehensive booking confirmation email (practical info, services);
- A reminder email 4 days before arrival to help guests prepare their stay;
- A post-visit email with thanks and a satisfaction survey to gather feedback and improve the offering.
44%
of buyers were exposed to a dedicated Cabaïana Hotel communication
18%
of accommodation sales were generated through digital campaigns
+5%
increase in click-through rate on promotional messages related to the new hotel
+8%
additional clicks on other communications mentioning the Cabaïana offer
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The launch of Cabaïana was much more than a new accommodation offer: it was an opportunity to position Nigloland as a true short-stay destination. Thanks to a personalized CRM strategy, we were able to deliver the right message, at the right time, to the right person, while enhancing the park’s overall experience. This approach enabled us to showcase our new offer to a wide audience and generate conversions.
Frédérique Doré, Communications Manager at Nigloland