How Tagomago Hooked 2,400 of Dubai’s Beach Lovers Through Email Marketing

In Dubai’s bustling hospitality scene, where new venues constantly vie for attention, the marketing team at Tagomago restaurant and beach club achieved something remarkable: they brought in AED 598,541 and over 2,400 guests in less than a year—all through email.

In a city where luxury is standard and competition fierce, that’s no small feat. So, how did they do it?

Differentiation and guest retention as keys to growth

Tagomago is part of Rikas Hospitality Group, one of the UAE’s leading hospitality collectives, with a portfolio of over 20 venues ranging from fine dining to luxury beach clubs.

Tagomago stands out in Dubai by flipping the traditional beach club model on its head. Here, the food is the main draw—a Spanish-inspired menu lures diners in first, with beach and pool access as added perks.

“A lot of beach clubs in the UAE are driven by pool and beach experiences, with food as a secondary thought,” says David Dougall, Rikas Group’s Marketing Director. “Someone could go to Tagomago five or six times before they ever get their feet wet because it's such a beautiful venue for lunch and dinner.”

This unique positioning helps Tagomago redefine the beach club experience, attracting guests for various occasions, from post-work drinks to sunset dinners. But for David, success isn’t just about getting people in the door—it’s about guest loyalty. “If you only focus on acquisition, it can come back to bite you in a few years,” he explains. That’s why when Rikas Hospitality Group switched to SevenRooms’ all-in-one Reservation, CRM and marketing platform in 2023, David seized the opportunity to turn email into a powerful tool for guest retention.

David’s email formula for building guest loyalty

With SevenRooms, David’s team can easily capture guest data across reservations, marketing and operations, enabling them to craft personalized experiences and marketing campaigns. Since implementing SevenRooms’ Email Marketing solution in early 2024, Tagomago has transformed email into a key revenue driver, generating AED 598,541 ($160,508) and over 2,400 guests from January - September.

“SevenRooms turned email into one of our top sales channels,” David says. His team can track open rates, click-through rates, and—most importantly—revenue attribution from guests who click through to make a reservation. “We don’t just see email as a brand awareness tool; we see it as a direct sales channel. With the real monetary data we get behind each campaign, it’s become invaluable for driving bookings.”

According to David, successful email marketing requires a blend of creativity, relevance and consistency. Here are some of his top tips for making email an effective sales tool:

Consistent guest engagement with clear hooks: Retention is key, so every email has a clear hook—something compelling that drives guests to open and engage. For David, a great subject line is crucial: “It’s the make-or-break moment,” he says.
Captivating visuals: Tagomago’s emails feature high-quality visuals that capture the club’s vibrant ambiance. From snapshots of the Spanish-inspired dishes to the serene beachside bar, each image is curated to make the reader feel part of the experience.
Experiences over discounts: Rather than relying on discounts, Tagomago’s emails focus on unique events and experiences. “In this market, people can forget you very quickly, even if they've visited a few times. When a new beach club opens, it’s easy for them to get distracted. So, how do you stay top of mind and encourage them to come back? It’s creating those unique guest experiences like a special music night, chef collaboration or limited-edition tapas menu,” he shared. Below is an example of an email highlighting Tagomago's Ostras y Cava experience.

Tagomago's email highlighting an Ostra y Cava special

Future-proofing with strategic segmentation and personalization

With their current momentum, Tagomago is just beginning to explore all that’s possible with SevenRooms. David’s vision includes using deeper segmentation to target guest groups with tailored messages, focusing on guest interests like “wine lover” or “seafood enthusiast.” This personalization will allow Tagomago to create even more relevant experiences that drive loyalty.

“We’ve barely scratched the surface of what we can do with segmentation and targeted messaging on SevenRooms,” David says. “This will be one of the main priorities for our marketing strategy next year across every single brand.”

Ready to turn your email channel into a high-impact sales driver? Discover how SevenRooms’ Email Marketing solution can help your venue build loyalty, drive revenue and measure the impact of every campaign. Schedule a demo today.