fine-tune your hotel’s guest marketing communications

How to fine-tune your hotel’s guest marketing communications

Webinar 24 September 2015

Your hosts

Sean O’Neill Editor-in-chief & Moderator Tnooz

Gene Quinn CEO & Producer Tnooz

Your presenters

Carrie Murphy Marketing Specialist Revinate

Niki Gross Managing Director Whitney Peak Hotel

Poll no. 1 Where are you located?

Poll no. 2 What industry segment do you represent?

Poll no. 3 What is the state of your guest or customer

communications?

@Revinate #HotelMarketing

Guest Marketing How to fine-tune your hotel’s guest marketing communications


Agenda

•  The state of hotel communications •  The case for personalization •  Effective email marketing •  Tools for successful personalized marketing

Join the conversation!



Meet the Presenters

Niki Gross Managing Director Whitney Peak Hotel

Carrie Murphy Marketing Specialist Revinate


About Revinate

SaaS tech company based in San Francisco Offices in Singapore, Sydney, Cape Town, Amsterdam and NYC

•  Founded in 2009

•  120 employees

•  Focused exclusively on hospitality

•  25,000+ hotels in 160 countries


Hotel Communications The state of the hotel-guest relationship today


The Average Consumer’s Inbox

Tweet this!

Promotional

Transactional

Personal

53.5% 28.3%

18.2% Nearly 82% of emails in consumer inboxes are promotional or transactional in nature.


Most hotel marketing is exactly the same


How do you stand out?


Personalization Lip service, or critical objective?

Poll no. 4 On a scale of 1 to 5, how high a priority is

personaliza7on for your hotel?


Guests Have High Expectations

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70% of consumers expect more

personalized experiences


Knowing and understanding your

customer must be the center of your

guest experience strategy


OTAs own the guest relationship

OTAs


Email Marketing The most effective way to communicate with your guests.


Why Email Marketing?

3x Email conversion rates are three

times higher than social media, with a

17% higher value in the conversion

48% of consumers prefer to interact

with brands via email

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Customer Feature: Whitney Peak Hotel


Guest Database Data analysis, targeted marketing, personalized guest experiences

Poll no. 5

My hotel uses guest data to personalize guest communica7ons


Revinate Marketing™

Lucy Jones

Check In: 12/16

Nights: 2

Rate: $125

Email: ?

Phone: ?

Stay History: ?

Available data: What a hotelier sees:

There is a lot of guest data out

there, but a

hotelier typically

can’t access it


Most Hotels Today Can’t Deliver

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79% of companies face challenges when

connecting data from disparate

sources into a single customer view


Retain Your Existing Customers

20%

80%

$

$

$ $

$ $

$

$

Existing Customers New Prospects


Building and Maintaining a Guest Database

•  Build quality lists •  Segment your database •  Practice good list hygiene •  Legal requirements •  Send relevant content


Build Quality Lists

Capture missing emails at the front desk

Incentivize front desk agents

Encourage visitors to opt-in on your website

Email capture is especially critical if the guest booked through an OTA!


Segment your database


Practice Good List Hygiene

Clean your lists regularly to maintain a good sender reputation.

Remove generic addresses

Correct misspelled domains

Remove duplicate addresses

Remove inactive users


Legal Requirements

US: CAN-SPAM Compliance

•  Identification information •  Unsubscribe mechanism •  Consent is optional

Additionally, in Europe and Canada:

•  Consent is required •  Check each country’s local laws on a

case-by-case basis

SPAM


Send the right message to the right guest

Hi Asha, Registration is open for the 2015 Ottawa Marathon. Come stay with us again at a discounted rate!


Marketing Automation Create valuable relationships and personalized experiences


Guests Respond to Personalization

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Revinate Rich Guest Profiles™



Segment guests and develop special offers tailored to their preferences

Quickly create effective marketing communications

No additional add-on pricing by campaign


$4200 average revenue per promotional campaign


“With Revinate Marketing™, our communications are

very personalized and relevant to what each guest is

looking for, right now.” - Rebekah Hubbard, Provenance Hotels


Next Steps

1.  Collect all guest emails 2.  Practice good database

maintenance 3.  Invest in a CRM

4. Looking for consultation?

Talk to one of our email marketing experts.

[email protected]


Questions? Email me! [email protected]

Thank you!

Send your questions and comments to [email protected]

Replay and presentation will be available on www.tnooz.com

fine-tune your hotel’s guest marketing communications

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