Proper Hotels elevates the guest experience with personalized touches across channels
257%
YoY growth in CRM revenue in 8 months since switch to Klaviyo
3x
growth in share of revenue from CRM in 8 months since switch to Klaviyo
71%
of CRM revenue from automations in Q2 2026
Proper Hotels specializes in luxury hospitality, with a portfolio of hotels, resorts, and residences across the country. Known for blending elevated design, culinary excellence, and members-only spas and fitness spaces, Proper also connects guests with local culture and character at their properties in Los Angeles, Austin, Miami, and beyond.
Learn how Proper ramped up personalization across email, texting, paid media, and in-person interactions with Klaviyo
Challenge: Creating a luxury customer experience with a bare-bones CRM
In luxury hospitality, guests expect personalized touches. It’s part of what defines the luxury category and makes it worth coming back again and again.
But Proper struggled to deliver a truly personalized experience with their prior CRM. As a former ecommerce leader, Jaimie Weiss recognized the issue as soon as she started as Proper’s senior corporate director of growth and performance marketing.
"A lot of marketing technology for the hospitality industry is really antiquated," Weiss says. "Our CRM was extremely limited when I started.”
A lot of marketing technology for the hospitality industry is really antiquated. Our CRM was extremely limited when I started.
The CRM had a confusing user interface, and it could only send email. No text messages.
Even within email, the functionality was limited. It couldn't integrate with paid media platforms, support dynamic content, or even power a basic sign-up form. Yet with a fixed, 30-day attribution window, it took credit for all of their revenue.
Weiss knew Proper could create a truly luxurious custom experience that exceeded guests’ expectations—and grow revenue from low-cost owned channels—if they switched to a more modern CRM.
Solution: Switching to a modern B2C CRM with omnichannel orchestration capabilities
Weiss championed a migration to Klaviyo B2C CRM. Though the platform didn’t have a pre-built integration with their booking site at the time, she knew from past ecommerce experience that building a custom connection with Klaviyo would pay off.
“We've completely transformed our CRM and grown our revenue share year over year since we switched to Klaviyo,” says Weiss.
We've completely transformed our CRM and grown our revenue share year over year since we switched to Klaviyo.
The platform’s user-friendly interface and flexible data platform allows Proper to create a luxury experience across multiple channels—including text messaging, a net-new channel Proper launched with Klaviyo.
“SMS has been a driver of incremental revenue,” says Weiss. “We’ve used it to build our local communities and drive more attendance at our events and restaurants.”
Proper can now push Klaviyo segments to paid media platforms for more efficient targeting, add dynamic, personalized content blocks into messages, and leverage targeted Klaviyo pop-up forms to grow their list.
They’ve also been able to lean into automations triggered by guest behavior, reservation data, and lifecycle stage with Klaviyo. Flows now drive the majority of Proper's CRM-attributed revenue, delivering personalized touchpoints at scale without incremental send volume.
It all makes CRM has become a much more powerful revenue driver. Proper’s share of revenue from CRM more than tripled in 8 months with Klaviyo.
Strategy: Elevated, personalized touches that keep guests coming back—efficiently
With Klaviyo, Proper can offer a new, multifaceted digital experience that keeps guests coming back. Here are a few of the net-new tactics Proper now uses to stand out:
- Messaging tailored to your reservation: Using Klaviyo’s dynamic content blocks, Proper can now customize their automated messages to the specifics of the reservation. For example, if a guest has booked a suite, they see a special content block highlighting perks specific to that room category, like late check-out, which helps guests get the most out of their visit.
- A surprise, in-person “Happy anniversary”: Integrating Klaviyo with their restaurant reservation platforms, OpenTable and Toast, helps Proper identify restaurant reservations from hotel guests and pass context about birthdays and anniversaries from reservations to their hotel front desk. “Then the concierge can actually do something special for them,” Weiss explains.
- Omnichannel, targeted invitations back: Proper uses win-back automations and paid retargeting to reach out to high-value customers who haven’t returned in a while, offering them personalized deals based on their lifetime value and the recency of their last visit. This is only possible with RFM segmentation, a net-new addition to Proper’s toolkit powered by Klaviyo Marketing Analytics, built on top of a custom reservation event that captures room revenue and ancillary guest spend. Proper can now identify, suppress, and target guests by true lifetime value across channels.
In less than a year on Klaviyo, Proper has already transformed how they interact with their guests across email, text messaging, paid media, and even in person.
“The more we personalize the visit experience, the more special and understood our guests feel,” Weiss says. “Klaviyo has unlocked new personalization possibilities for us, and it’s so valuable to our business.”
The more we personalize the visit experience, the more special and understood our guests feel. Klaviyo has unlocked new personalization possibilities for us, and it’s so valuable to our business.
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