Best practices for increasing revenue per guest
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Ways to increase revenue per guest Webinar 26 February 2015 #GuestRevenue
Transcript of Best practices for increasing revenue per guest
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
@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
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REVENUE IS MORE THAN A SINGLE BOOKING
Booking On Property FeedbackSearch
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IMPORTANT AREAS OF FOCUS MARKETERS
Source: “Digital Roadblock: Marketers struggle to reinvent themselves” Adobe, March 2014
The accelerated need for CRM in hospitality
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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
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INDIVIDUAL, ENVIRONMENT AND SITUATIONAL
DIFFERENCES
Source: Quadri, 2010
IDENTIFYING THE RIGHT ENGAGEMENT POINTS
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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
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• 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
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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
personalized
offerings
WELCOME
with general
offerings
IN-STAY: DAY-OF PROMOTIONAL PUSHES
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IN-STAY: MOBILE COMMUNICATION
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POST-STAY: SURVEY PUBLICATION CAMPAIGNS
24 Increase review
frequency
Climb the ranks in
popularity
TripAdvisor Survey Publishing
409%2
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POST-STAY: ‘BRING THEM BACK’ CAMPAIGNS’
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Hi Asha,
Registration is open for the 2015
Ottawa Marathon. Come stay with us
again at a discounted rate!
CLOSING THOUGHTS
NEXT STEPS
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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
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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 [email protected]
Thank you!
Send your questions and comments to
Replay and presentation of webinar will be available on
www.tnooz.com
