Ways to increase revenue

per guest

Webinar

26 February 2015

#GuestRevenue

Your hosts

Kevin May

Editor & Moderator

Tnooz

Nick Vivion

Reporter & Global Events Lead

Tnooz

Your presenters

Donna Quadri-Felitti

Associate Professor

Hospitality and Tourism/Chair,

NYU School of

Professional Studies

Tisch Center

Betty Mok

Director of Marketing

betty@revinate.com

@Revinate

Ways to

Increase Revenue

per Guest

AGENDA

A different approach to revenue

The growing need for CRM in Hospitality

Understanding the guest lifecycle

Ways to increase revenue throughout the guest lifecycle

ABOUT REVINATE

• Focused on Hospitality &

Restaurants

• 24,000+ hotels in 160 countries

SaaS tech company based in San FranciscoOffices in Singapore, Sydney, Dubai, Amsterdam and NYC

A different approach to revenue

ROOM INVENTORY VS GUEST DATABASE

8

9

REVENUE IS MORE THAN A SINGLE BOOKING

Booking On Property FeedbackSearch

10

IMPORTANT AREAS OF FOCUS MARKETERS

Source: “Digital Roadblock: Marketers struggle to reinvent themselves” Adobe, March 2014

The accelerated need for CRM in hospitality

12

THE NEED FOR CRM

What is CRM?

“Customer relationship management (CRM) is a comprehensive

business model for increasing revenues and profits by focusing on

customers. CRM uses advanced technology to maximize the firm’s

ability to add value to customers and develop long-term customer

relationships.”

Johnson, M.W., and Marshall, G. W. (2008) Relationship Selling, 2nd Edition. McGraw-Hill Irwin. New York.

ARMING YOUR HOTEL WITH THE RIGHT DATA

Lucy Jones

Check In: 12/16

Nights: 2

Rate: $125

Email: ?

Phone: ?

Stay History: ?

What a hotelier sees: Available data:

ResearchCheck-in

Booking

Golf Simulator

Scheduling a

wake up call

Resolve an

issue

Survey/

Review

Booking

Loyalty

Campaigns

Trip Planning

CRM ENABLES GUEST LIFECYCLE MANAGEMENT

Wine Special

at Bar

Understanding the guest lifecycle

16

INDIVIDUAL, ENVIRONMENT AND SITUATIONAL

DIFFERENCES

Source: Quadri, 2010

IDENTIFYING THE RIGHT ENGAGEMENT POINTS

17

Pre-Stay

In-Stay

Post-Stay

dinner reservations

local eventsgolf

more towels wi-fi

taxi to meeting

airport shuttle

local flavor

upgrades

Re-engagement

check-in/outsocial sharing

airport shuttle

loyalty perks

feedback

local flavor

social sharing

activities planning

tee times

Ways to increase revenue

throughout the guest lifecycle

PRE-STAY: UPGRADES

19

• Capture guest contact info especially

email address

• Start collecting preferences and other

general information

• Match it to historical stay info

• Use that information to create

targeted communications

*If the guest books through an OTA, be

sure your front desk agent collects the

email at check-in

PRE-STAY: TARGETED AMENITY PROMOTIONS

Occupancy low

for upcoming

weekend

Openings for

their high-end

golf simulator

PRE-STAY: EXAMPLE OF EMAIL NURTURE

21

WHEN GUEST

BOOKS STAY

TWO WEEKS

BEFORE STAY

DAY BEFORE

CHECK-IN

DAY OF

CHECK-IN

CONFIRM

BOOKING

with CTA

for guests

to list

preference

s

TARGET:

social proof

promotion

INCENTIVE

to fill out

preferences

ADVANCED

CHECK-IN

with room

upgrades

ADVANCED

CHECK-IN

with room

upgrades

WELCOME

EMAIL

personalized

offerings

WELCOME

EMAIL

with general

offerings

IN-STAY: DAY-OF PROMOTIONAL PUSHES

22

IN-STAY: MOBILE COMMUNICATION

23

POST-STAY: SURVEY PUBLICATION CAMPAIGNS

24 Increase review

frequency

Climb the ranks in

popularity

TripAdvisor Survey Publishing

409%2

6

5

4

3

1

POST-STAY: ‘BRING THEM BACK’ CAMPAIGNS’

25

Hi Asha,

Registration is open for the 2015

Ottawa Marathon. Come stay with us

again at a discounted rate!

CLOSING THOUGHTS

NEXT STEPS

27

1. Examine your hotel's approach to measuring revenue performance.

2. Perform a guest data review. What do you know about your guests and

how are you capturing guest data today?

3. Brainstorm ways customization can be employed to enhance your guest

experience.

4. Evaluate your current tools as well as those available on the market to

facilitate this process.

Hotel CRM Marketing Automation

Introducing inGuest

Superior guest experience and revenue $$

+

THE REVINATE APPROACH

GUEST MARKETING PLATFORM

COME SEE US: ITB CONFERENCE IN BERLIN

30

March 4-8 in Berlin, Germany

Meet Revinate for a live demo of inGuest

->> Hall 6.1 – Booth 101

Learn about next generation hotel marketing

->> Friday march 6th at 15:30 @ Tech Theater

Schedule a personal meeting at ITB

->> Email thomas@revinate.com

Questions?

Contact: betty@revinate.com

Thank you!

Send your questions and comments to

kevin@tnooz.com

Replay and presentation of webinar will be available on

www.tnooz.com