1. How Rich Guest Profiles Transform Hospitality
[email protected] | www.revinate.com | @Revinate 2. AN INTRODUCTION TO REVINATE 2 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 3. AN INTRODUCTION TO REVINATE Our Mission: Building the world’s leading hospitality technology company 3 4. 23,000 HOTELS IN 143 COUNTRIES 5. AGENDA Key Trends Rich Guest Data How can hoteliers leverage guest data? 6. KEY TRENDS 7. REALITY OF THE VOICE OF THE CUSTOMER 8. THE HOTELS VIEW 9. THE OYSTER.COM VIEW 10. 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 11. THE CHANGING LANDSCAPE Flat screen TV Unique décor and themes 12. NECESSITY VS. EXPERIENCE 13. NECESSITY HOTEL: THE CITY HUB HOTEL 14. BEING PART OF THE CITY HUB COMMUNITY 15. EXPERIENCE HOTEL 16. 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 Spendmoretimeinpublicspacesthanprivatespaces Open to sharing their information 17. FACEBOOK = GOOGLE 18. FACEBOOK = GOOGLE 19. GOOGLE = FACEBOOK 20. REVIEWS ARE PART OF SOCIAL MEDIA 21. 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 22. RESEARCH 22 23. 99% OF HOTEL ADVERTISING… …is exactly the same. Hotel Name HOTEL 24. HOW DO YOU BREAK THROUGH THE NOISE? 25. 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. 26. BIG DATA 27. MAKING SENSE OF BIG DATA FOR HOTELS 27 PERSONALIZED ADS 9X more effective 28. RICH GUEST DATA 29. 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 30. CAPTURING CUSTOMER DATA 31. CAPTURING CUSTOMER DATA 32. 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 33. TWO MAIN TYPES OF SEGMENTATION 33 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) 34. 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? 35. RICH GUEST PROFILES 36. RICH GUEST PROFILES 37. BETTER SERVE THEIR NEEDS 38. KNOW YOUR GUESTS 39. HOW CAN HOTELIERS LEVERAGE GUEST DATA? 40. USE OF RICH GUEST DATA 40 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 41. EXAMPLES OF PERSONALIZATION 42. 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 43. DRIVE REVENUE WITH TARGETED CAMPAIGNS 44. SELECTING A TARGETED LIST 45. 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. 46. 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 47. THE BENEFITS OF TARGETED MARKETING Smaller, more targeted email sends get more engagement than large, untargeted sends. *Source: Marketo Benchmark Study 48. DESIGNING THE RIGHT EXPERIENCE 1. Girl’s Getaway 2. Business Traveler 3. Family vacation 1. Kids activities 2. Wine reception 3. Spa offer 49. 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 50. PERSONALIZED PRICING STRATEGIES 51. WHY DOES EVERYBODY PAY THE SAME? $$$$ $$$ $$ $ 52. PERSONALIZED PRICING STRATEGIES 53. THE PURPOSE OF RESEARCH BRIEFS Make guest feedback data actionable for our customers 54. MANAGER FINDINGS 55. IMPROVING YOUR PRODUCT OR SERVICE 56. UNDERSTANDING YOUR CUSTOMER 57. ENTERING MORE DATA 58. THE TRANSFORMATION OF HOTEL MARKETING RICHGUESTDATA+SMARTGUESTMARKETING SUPERIOR GUEST EXPERIENCE AND REVENUE $$ 59. CONCLUSION: GUEST PROFILES TRANSFORM WILL HOSPITALITY Unprecedented Revenue Streams Deep 1:1 Guest Relationships Increased Guest Satisfaction Exceptional Guest Loyalty TRANSFORM HOSPITALITY 60.
[email protected] www.linkedin.com/in/ tlanden 61. Questions?