htk drive digital. post-visit marketing comms to drive loyalty and repeat visits
TRANSCRIPT
Post-visit comms to drive loyalty and repeat visits
Justin Bowser | @jkbowser
Chris Chamberlain | @chrischamberln
htk.co.uk | @htkhorizon
Over 13,000 users, across a range of sectors
hotelexecutive.com
They’ve just left… What now?
You’ll want to…
1) Manage your reputation
2) Encourage them to return
3) Create advocates of your brand
1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand
SOURCE: GLOBAL WEB INDEX. Q4 2014
Consumer shift to social
Consumer shift to social
Ofcom: Adults’ media use and attitudes – April 2015
Sharing experiences…
Basil:
“Is everything ok dear?”
Ask for feedback
Proactive surveys
Proactive surveys
Proactive surveys - incentivise
Proactive surveys - simplicity
• At checkout / exit
• Immediately by SMS • Email & webform • Quick and simple…
• Is something in it for me?
How likely is it that you would recommend [your company] to a friend or colleague?
Proactive surveys - NPS
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?”
Monitor social media
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
Positive experience = Expectation + 1
= Very happy
= Not happy
Review please!
???
Have an approach
• Get on the front foot
• Don’t wait until they post on Tripadvisor
• Capture and act on feedback
1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand
Don’t miss the boat…
• WiFi
• Booking journey
• Website
• On entry / exit
• By phone
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
Do you know enough to encourage them to come back?
Learn what visitors love
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”.
Self-identify their persona
1. Family?
2. Frequency?
3. Current or lapsed customer?
Insight from your data
Location
Interests Average spend
Gender
Last booking date
Loyalty Length of stay
Activities?
Family? Age
Where are your customers?
xxxx xxxx xxx
Not all customers are the same
• Who are my most loyal customers?
• Which customers are most valuable? • Which have social reach and influence?
Engagement
Metrics to consider…
Encourage them to return
• Get them to opt in
• Bring your customer data together
• Use insight to target relevant comms
1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand
Don’t just sell!
“ BUY! BUY! BUY!
”
Grow a relationship
• E-news, not just E-selling • Create opportunities for social sharing and
social proof • Stay front of mind
Create opportunities for advocacy
• People trust their friends more than they trust your ads
• A picture tells 1,000 words
New customer
Experience
Feedback Change
and improve
Satisfied customer
Social advocate
Justin Bowser | @jkbowser
Chris Chamberlain | @chrischamberln
htk.co.uk | @htkhorizon