Curator selects Directful to strengthen direct booking for independent lifestyle hotels
DUBLIN, CALIFORNIA - Curator Hotel & Resort Collection has named Directful, an AI-native hospitality marketing platform, as a preferred technology partner. The partnership equips independent lifestyle hotels and resorts with predictive targeting, mobile-first guest messaging, and unified first-party data to grow direct bookings. The goal is simple: reduce reliance on OTA channels and build loyalty-driven revenue.
Why this matters to operators
Distribution costs are climbing, and paid channels keep taking a larger cut. Directful helps member properties keep more revenue in-house by engaging guests directly with timely, relevant messages across SMS and email. The platform converts one-time guests into repeat, higher-value customers-without adding work for on-property teams.
How the partnership works
Directful combines predictive targeting, automated drip campaigns, and unified first-party data to deliver communications that feel human and on-brand. Mobile-first SMS and email journeys engage guests before, during, and after their stay with clear attribution to direct revenue. The system learns from guest preferences and behavior, improving who you reach and what you send over time.
Deep integrations with leading property management systems remove manual data handling. Fragmented records become actionable "golden profiles," enabling smarter segments, sharper offers, and meaningful lifetime value strategies. You get automation at scale and messaging that still sounds like your property.
What leaders are saying
Brent Hayhurst, Vice President of Program Development at Curator Hotel & Resort Collection: "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. Directful's AI-native platform provides the automation, personalization, and clear attribution our properties need to grow direct revenue at scale while reducing reliance on costly OTA channels. This partnership reflects Curator's commitment to empowering our member hoteliers with innovative technology that delivers real business impact."
Lindsay Wenger, Vice President of Sales at Directful: "Directful loves partnering with hotels that are looking to build strong relationships with their guests and increase revenue. Our teams share the same philosophy: guest engagement should be timely, relevant, and effortless for hotel teams to execute. Curator's independent properties deserve technology that works as hard as they do. Our technology understands seasonality, traveler behavior, 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."
What member properties get
- Future-proof direct revenue with mobile-first, AI-driven guest messaging and automated drip campaigns
- Unify and activate first-party data to create rich "golden profiles" and smarter guest segments
- Automate at scale while keeping communication warm, on-brand, and authentically personal
- Measure what matters with clear attribution, revenue impact reporting, and actionable insights
- Reduce OTA dependency by winning the second booking from costly channels
What this means for your team
For marketing and revenue leaders, this brings practical, daily leverage. Expect cleaner data, easier segmentation, and campaigns that are fast to build and simple to measure. For GMs and owners, the impact shows up as lower acquisition costs, stronger repeat business, and more control over the guest relationship.
Practical steps to put this to work
- Audit your current segments and build intent-driven groups (recency, frequency, spend, and channel of last booking).
- Set automated journeys for pre-stay upsells, in-stay service prompts, and post-stay bounce-back offers within 7-14 days.
- Standardize brand voice templates for SMS and email so automation stays personal and consistent.
- Track attribution by campaign to direct revenue; set channel-mix targets that gradually shift share from OTAs to direct.
- Run "second-stay" offers for OTA bookers to convert them to direct on their next visit.
The bottom line
This partnership gives Curator member hotels the tools to own demand, communicate with relevance, and grow lifetime value. It's practical AI applied to the guest journey-built to save time for teams and grow profitable direct revenue.
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