Htk drivedigital-destination-june-2015
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Transcript of Htk drivedigital-destination-june-2015
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Post-visit comms to drive loyalty and repeat visits
Justin Bowser | @jkbowser
Chris Chamberlain | @chrischamberln
htk.co.uk | @htkhorizon
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Over 13,000 users, across a range of sectors
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hotelexecutive.com
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They’ve just left… What now?
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You’ll want to…
1) Manage your reputation
2) Encourage them to return
3) Create advocates of your brand
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1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand
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SOURCE: GLOBAL WEB INDEX. Q4 2014
Consumer shift to social
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Consumer shift to social
Ofcom: Adults’ media use and attitudes – April 2015
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Sharing experiences…
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Basil:
“Is everything ok dear?”
Ask for feedback
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Proactive surveys
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Proactive surveys
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Proactive surveys - incentivise
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Proactive surveys - simplicity
• At checkout / exit
• Immediately by SMS • Email & webform • Quick and simple…
• Is something in it for me?
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How likely is it that you would recommend [your company] to a friend or colleague?
Proactive surveys - NPS
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Proactive surveys – open questions
• “If there’s one thing that we could do better next time, what would it be?”
• “What was the best thing about your visit?”
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Monitor social media
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Basil: Well, may I ask what you were expecting to see out of a Torquay hotel bedroom window? Sydney Opera House, perhaps?
The Hanging Gardens of Babylon? Herds of wildebeasts sweeping majestically...
Mrs Richards: When I pay for a view, I expect something more interesting than that!!
https://www.youtube.com/watch?v=tcliR8kAbzc
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Positive experience = Expectation + 1
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= Very happy
= Not happy
Review please!
???
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Have an approach
• Get on the front foot
• Don’t wait until they post on Tripadvisor
• Capture and act on feedback
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1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand
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Don’t miss the boat…
• WiFi
• Booking journey
• Website
• On entry / exit
• By phone
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Give them a reason
“Sign up for our email newsletter”. “Join our e-loyalty club to hear about what’s happening and receive exclusive offers. You’ll be entered into our competition to win…”
X
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Do you know enough to encourage them to come back?
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Learn what visitors love
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Create and use visitor personas
Cultural explorers
Young couples
Business visitors
Families
“If we can attract this class of customer then the sky's the limit”.
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Self-identify their persona
1. Family?
2. Frequency?
3. Current or lapsed customer?
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Insight from your data
Location
Interests Average spend
Gender
Last booking date
Loyalty Length of stay
Activities?
Family? Age
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Where are your customers?
xxxx xxxx xxx
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Not all customers are the same
• Who are my most loyal customers?
• Which customers are most valuable? • Which have social reach and influence?
Engagement
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Metrics to consider…
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Encourage them to return
• Get them to opt in
• Bring your customer data together
• Use insight to target relevant comms
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1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand
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Don’t just sell!
“ BUY! BUY! BUY!
”
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Grow a relationship
• E-news, not just E-selling • Create opportunities for social sharing and
social proof • Stay front of mind
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Create opportunities for advocacy
• People trust their friends more than they trust your ads
• A picture tells 1,000 words
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New customer
Experience
Feedback Change
and improve
Satisfied customer
Social advocate
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Justin Bowser | @jkbowser
Chris Chamberlain | @chrischamberln
htk.co.uk | @htkhorizon