12 02 presentation thomas landen.pptx
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Transcript of 12 02 presentation thomas landen.pptx
How Rich Guest Profiles Transform Hospitality [email protected] | www.revinate.com | @Revinate
AN INTRODUCTION TO REVINATE
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SaaS tech company based in San Francisco Singapore, Sydney, Dubai, Amsterdam & NYC offices
Founded in 2009
Focused on Hospitality
Industry-leading Guest Feedback and Online Reputation Management solutions
AN INTRODUCTION TO REVINATE
Our Mission:
Building the world’s leading
hospitality technology company
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23,000 HOTELS IN 143 COUNTRIES
AGENDA
Key Trends
Rich Guest Data
How can hoteliers leverage guest data?
KEY TRENDS
REALITY OF THE VOICE OF THE CUSTOMER
THE HOTELS VIEW
THE OYSTER.COM VIEW
RISE OF THE MODERN TRAVELER
• Tech savvy and dependent on mobile devices throughout all stages of travel
• Prefer online and digital communication to human interaction
• Expect speedy service delivery
• Social media is an integral part of their experience
THE CHANGING LANDSCAPE
Flat screen TV Unique décor and themes
NECESSITY VS. EXPERIENCE
NECESSITY HOTEL: THE CITY HUB HOTEL
BEING PART OF THE CITY HUB COMMUNITY
EXPERIENCE HOTEL
MILLENIALS (born between 1980 and 2000)
32% of travelers, by 2025 more than 50% of travelers
$430B in discretionary spending
31% of all spend is in deals
Far more emotional in terms of brand loyalty
Twice as likely to read reviews while researching
Care more about interesting than comfort Spend more time in public spaces than private spaces
Open to sharing their information
FACEBOOK = GOOGLE
FACEBOOK = GOOGLE
GOOGLE = FACEBOOK
REVIEWS ARE PART OF SOCIAL MEDIA
COMPETITIVE PRESSURE
Worldwide, people consider an average of seven properties when booking
…………………………………………………………………………………………………..………. ? ? ? ? ? ?ü 53%
1 -‐ 5
29%
6 -‐ 10
9%
11-‐ 15
5%
16 -‐ 20
2%
21 -‐25 1%
26 -‐ 30
3%
30+
Source: TripBarometer report March 2013
RESEARCH
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99% OF HOTEL ADVERTISING…
…is exactly the same.
Hotel Name HOTEL
HOW DO YOU BREAK THROUGH THE NOISE?
THE BOTTOM LINE?
Unless you are targeting the right people — those that want to or are likely to book your hotel —
your ad is worthless.
BIG DATA
MAKING SENSE OF BIG DATA FOR HOTELS
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PERSONALIZED ADS
9X more effective
RICH GUEST DATA
ENGAGING TRAVELERS
Research
Trip Planning
Check-‐in Booking acDviDes
Room service
Booking, visiDng the
spa
Having a drink at the lobby bar
RequesDng extra towels
Scheduling a wake up
call
Resolve an issue
Survey/ Review
Booking
Guest Data
Pre-‐stay emails
CAPTURING CUSTOMER DATA
CAPTURING CUSTOMER DATA
TWO MAIN TYPES OF SEGMENTATION
(Demographic attributes) Who they are:
1. Age (Millennials, Gen X, Boomers, etc.)
2. Location (Where they’re from)
3. Gender
4. Marital/Kids Status
5. Job Title/Education/ Industry
TWO MAIN TYPES OF SEGMENTATION
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What they’ve done:
1. Usage/History (trip type, first time guest, number of visits, average spend)
2. Interests (yoga, golf, spa, foodie, baseball)
3. Preferences (coffee vs. tea, high floor, quiet room, newspaper, feather pillows )
4. Experiential (feedback from reviews or prior surveys, staff interactions)
(Behaviors)
Disjointed Guest Experience
High Cost and Complexity
Operational Overhead
WHY IS IT PAINFUL TODAY?
Data Integration Nightmares
The linked
• Multiple vendors
• Multiple systems
• Multiple budgets
• Multiple dashboards
• Multiple owners
• High total cost of ownership
• Vendor evaluations
• New system setups
• Ongoing training, support, & updates
• Billing & accounting
• Policing usage
• Goals, KPI’s & ROI measurement
• Different owners for:
• Pre-stay emails, promotions, upgrades, CRM
• Service workflows
• Reviews & social, GSS
• Duplication, poor data quality and limited utility
• Siloed data that can’t be extracted and synthesized Unworkable with existing systems like PMS, CRS, POS, loyalty
Who Is Your Guest?
RICH GUEST PROFILES
RICH GUEST PROFILES
BETTER SERVE THEIR NEEDS
KNOW YOUR GUESTS
HOW CAN HOTELIERS LEVERAGE GUEST DATA?
USE OF RICH GUEST DATA
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1. Deliver personalized service
2. Drive revenue with targeted campaigns
3. Build loyalty with relevant messaging
4. Targeted upsell campaigns
5. Personalized pricing
6. Learn from your guests
EXAMPLES OF PERSONALIZATION
BUILDING LOYALTY
Here’s wishing many more years of happiness @suzieandjohn #anniversary #goteamlove
Avertine Inn
Take me here @beezy
suzieandjohn
Beautiful couple!
Aww!
So pretty
Let’s go @sammyz
Aw thanks so much for sharing my photo! @avertineinn
DRIVE REVENUE WITH TARGETED CAMPAIGNS
SELECTING A TARGETED LIST
EXAMPLES OF HYPERTARGETING CAMPAIGNS
Hi Tony, The Outside Lands lineup looks great this year. Come stay with us and enjoy a private shuttle to and from the festival.
Hi Adele, Nona Café just re-opened with a brand new menu. Book now, and get a 2 for 1 coupon for a prix fixe dinner for two.
THE BENEFITS OF TARGETED MARKETING
+30%
Targeted email campaigns produce more opens than undifferentiated messages
+50%
*Source: DMA National Client Email Report 2013
76%
Targeted email campaigns produce much higher click-
through rates than undifferentiated messages
76% of all email marketing revenue comes from more advanced practices than generic broadcast email
THE BENEFITS OF TARGETED MARKETING
Smaller, more targeted email sends get more engagement than large, untargeted sends. *Source: Marketo Benchmark Study
DESIGNING THE RIGHT EXPERIENCE
1. Girl’s Getaway 2. Business Traveler 3. Family vacation
1. Kids activities 2. Wine reception 3. Spa offer
Guest Marketing Access a powerful, ultra-targeted communication center.
• Automated communications through the guest lifecycle
• Trigger-based and custom marketing campaigns
• Email & SMS text messages • Deep segmentation and targeting
TARGETED UPSELL CAMPAIGNS
PERSONALIZED PRICING STRATEGIES
WHY DOES EVERYBODY PAY THE SAME?
$$$$ $$$
$$ $
PERSONALIZED PRICING STRATEGIES
THE PURPOSE OF RESEARCH BRIEFS
Make guest feedback data actionable for our customers
MANAGER FINDINGS
IMPROVING YOUR PRODUCT OR SERVICE
UNDERSTANDING YOUR CUSTOMER
ENTERING MORE DATA
THE TRANSFORMATION OF HOTEL MARKETING
RICH GUEST DATA + SMART GUEST MARKETING
SUPERIOR GUEST EXPERIENCE AND REVENUE $$
CONCLUSION: GUEST PROFILES TRANSFORM WILL HOSPITALITY
Unprecedented Revenue Streams
Deep 1:1 Guest Relationships
Increased Guest Satisfaction
Exceptional Guest Loyalty
TRANSFORM HOSPITALITY
Questions?
