How Selina Hospitality is using Roundtable to identify, measure and engage shareholders
Examining the strategy & software that integrates Selina's core values and offerings with its shareholder community
In last week's Roundtable Roundup, we explored the challenge of investor transparency from a marketer's perspective, emphasizing the importance of establishing direct channels to address this industry-wide issue. This week, as a follow-up, we delve deeper into how a public company, Selina Hospitality, crafts and implements a 'direct to shareholder' strategy, highlighting the pivotal role that Roundtable technology plays in establishing this channel.
🏖 Overview of Selina Hospitality ($SLNA)
Founded in 2014, Selina has emerged as a disruptive player in the hospitality industry, blending a unique combination of beautifully designed accommodations with coworking, wellness, and immersive local experiences. Catering to the evolving needs of millennial and Gen Z travelers, Selina addresses the desires of today's nomadic traveler seeking both adventure and connectivity.
The brand's distinguishing approach lays in its property designs, often collaborating with local artists and creators to transform existing buildings, giving them a fresh, vibrant look while preserving local culture. From urban hubs to serene beaches, Selina expanded its footprint rapidly, marking its presence in 24 countries across six continents in just a few years.
Under the leadership of co-founders Rafael Museri and Daniel Rudasevski, Selina seeks to redefine experiential hospitality, making it not just about a place to stay but a community and a lifestyle. Their commitment to stakeholder inclusion and brand camaraderie has always been central to the Selina experience, so when the company went public in October ‘22, company leadership naturally felt compelled to extend their brand ethos to their new shareholders.
🤝 Introducing the Selina Members Club
On August 2, Selina announced its Members Club, a program “aimed at deepening retail shareholder engagement and revolutionizing the way the company builds relationships with its investors.” Stakeholder Labs is proudly serving as the technology partner of the innovative program that allows shareholders to directly connect with the Selina brand and lifestyle while providing the company critical data for programmatic stakeholder management.
At the time of the announcement, Selina CEO Rafael Museri was quoted:
Today, investing extends beyond the balance sheet. It's a reflection of personal values and aspirations. The Selina Members Club allows our eligible shareholders to become part of the Selina community, experiencing firsthand the lifestyle that defines our brand. This reciprocal relationship deepens our connection with shareholders and elevates our brand in the experiential hospitality market.
Selina’s Members Club integrates directly into their Luna program, which was introduced in August 2019, and gives customers the opportunity to earn points by booking Selina accommodations or taking action (ie. volunteering) within their ecosystem. Using Roundtable software, Selina is programmatically rewarding shareholders as customers with Luna point multipliers and price discounts based on the size and duration of their stock holdings. Selina is also now able to personalize and communicate directly with this special cohort of customer leveraging their world-class marketing team and CRM technology.
The figure above expands upon last week’s Roundtable Roundup on investor transparency and it illustrates the key unlock that Stakeholder Labs technology provides Selina by digitally verifying shareholders who are holding their shares in the ‘street name’ system, effectively removing the primary obstacle that is preventing companies from having direct relationships with their retail shareholders. The ability for public companies to build relationships and community with their shareholders of all types will accelerate 'the new normal' in our economic system. This shift, where retail shareholder communities significantly influence our capital markets, is transformative.
📣 Announcement & Early Response
When Selina introduced its Members Club via email last week, shareholders took immediate action to verify their shares and qualify for rewards. The Stakeholder Labs team was pleased to see Selina verify a meaningful number of individuals & total shares relative to previous NOBO lists and Form 13F filings. It will take some time before Selina is able to present a conclusive case study, but the initial level of engagement clearly reflects the foundational strength of the Selina community and that there was significant unmet demand for a shareholder rewards program.
🔦 A Look Ahead
While we are still in the early days of public companies using technology to establish 'direct to shareholder' channels, the launch of Selina's Members Club, powered by Roundtable, showcases the future intersection of Investor Relations and brand engagement. By developing direct channels with their shareholders, Selina not only solidifies its commitment to its brand ethos and community but also helps set a new standard for how companies and investors should interact. The early response to the Members Club underscores the appetite for such initiatives in the modern shareholder landscape and Stakeholder Labs is very encouraged by the new opportunities established by this program.
Special thank you to the Selina and Equity Animal teams for inviting us to participate on this project and creating the vision that made it all happen!