rich guest profiles will transform hospitality
DESCRIPTION
"Is this your first time staying with us?" - a broken system in action. Join Tnooz and Revinate for this FREE webinar that explores: Importance of mobile connections to today's always-connected travelers How publicly available social data can be used to surprise and delight your guests How connecting disparate data sources can be a powerful tool for delivering a seamless customer experience Ways to drive revenue with highly targeted campaign marketing based on rich guest data Who should attend? Hotel general managers VPs and directors of marketing VPs and directors of operations Corporate marketing directors C-level executives Panelists for the webinar are: Dr Rob Kwortnik, associate professor of services marketing, Cornell University Josh Steinitz, VP global business development, Revinate Gene Quinn, CEO and producer, Tnooz This webinar took place on Thursday 25 September 2014TRANSCRIPT
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How rich guest profiles transform hospitality
WebinarSeptember 25, 2014
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Nick VivionReporter & Co-Moderator
Gene QuinnCEO & Producer
Your hosts
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Rob KwortnikAssociate. ProfessorServices MarketingCornell University
Your panelists
Josh SteinitzVP, BusinessDevelopmentRevinate
AGENDA
PART 1
Traveler’s changing needs
Engaging customers
Using Big Data
PART 2
Delivering a superior customer experience
Rich Guest Profiles and Smart Marketing
Driving revenue
MEET THE PRESENTERS
Rob Kwortnik
Associate Professor of Services MarketingCornell University
Josh Steinitz
Vice President, Business DevelopmentRevinate
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
MILLENIALS: 18-34
32% of US 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 Spend more time in public spaces than private spaces
Open to sharing their information
THE CHANGING LANDSCAPE
Flat screen tv Unique décor and themes
BAD STAYS, REAL CONSEQUENCES
Damaged reputation
Unresolved Issues
Lost sales
ENGAGING TRAVELERS
Research
Trip Planning
Check-in Booking activities
Room service
Booking, visiting the
spa
Having a drink at the lobby bar
Requesting extra towels
Scheduling a wake up
call
Resolve an issue
Survey/Review
Booking
Guest Data
CAPTURING CUSTOMER DATA
CAPTURING CUSTOMER DATA
CAPTURING CUSTOMER DATA
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MAKING SENSE OF BIG DATA FOR HOTELS
PERSONALIZED ADS
9X more effective
BIG DATA
BIG DATA OPPORTUNITIES
1. Companies that utilize Big Data to drive business decisions will outperform competitors in virtually every financial metric*
2. Big Data is ideally suited to drive sales growth through more effective marketing: Actionable insights for marketing yield better outcomes
*Gartner Hype Cycle for Cloud Computing, 2012
EXAMPLES OF CUSTOMIZED EXPERIENCES
The Peabody The Four Seasons Boston
Data IntegrationNightmares
High Cost, Complexity
Operational Overhead
Disjointed Guest
Experience
WHY IT’S PAINFUL TODAY
Who is your guest?
MEET THE PRESENTER
Josh Steinitz
Vice President, Business Development
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AN INTRODUCTION TO REVINATE
SaaS tech company based in San FranciscoSingapore, Sydney, Dubai, Amsterdam & NYC offices
Founded in 2009
Focused on Hospitality
Industry-leading Guest Feedback andOnline Reputation Management solutions
23,000 HOTELS IN 143 COUNTRIES
EXPERTISE IN HOSPITALITY
MobileSocial Analytics
• Adaptive Technologies• Mobile and iPad • Designed for Guests,
Hotel Staff
• Data-driven Decisions• Competitive Insights• Financial Data• KPIs & Goals
Millions of• Reviews• Surveys• Social Mentions
Big Data
Industry Partnerships/Integrations+
THE GUEST EXPERIENCE
Guest Data Insights for Analytics, Service and Marketing
Intelligent Interactions
Reservations
Pre-Arrival Emails
Advanced Check In
Guest Preferences
Room Upgrades
Pre-Stay During-Stay Post-Stay
Room Service Orders
Dinner/Spa/Golf Res.
Service Requests
Stay/Property Info
On–Site Promotions
Loyalty Programs
Mobile Check-out
Engagement & Promotion
Guest Marketing
Book Brand Properties
Reviews & Social Media Post-Stay SurveysOn-Site Surveys
THE SOLUTION
Rich Guest Profiles + Smart Guest Marketing
SUPERIOR GUEST EXPERIENCE AND REVENUE $$
1. Contact info: first name, last name, email address, home/work address, phone number…
2. Demographic info: male/female, age, marital status
SEVEN KEY ELEMENTS OF GUEST DATA
SEVEN KEY ELEMENTS OF GUEST DATA
3. Social: Twitter, Facebook, past reviews4. Interests: yoga, golf, spa, foodie
SEVEN KEY ELEMENTS OF GUEST DATA
5. Usage/history: trip type, first time guest, number of visits, average spend
6. Preferences: coffee, high floor, quiet room, a newspaper, feather pillows
SEVEN KEY ELEMENTS OF GUEST DATA
7. Experiential: feedback on property, liked a local restaurant, reviews
COLLECTING AND USING DATA
GUEST PROFILES
KNOW YOUR GUESTS
BETTER SERVE THEIR NEEDS
EXAMPLES OF PERSONALIZATION
DESIGNING THE RIGHT EXPERIENCE
1. Girl’s Getaway2. Business Traveler 3. Family vacation
1. Kids activities2. Wine reception3. Spa offer
Guest MarketingAccess an ultra-targeted communication center.
• Automated communications through the guest lifecycle
• Email & SMS text messages• Deep segmentation and targeting
MARKET TO GUESTS
Guest MarketingAccess 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
SEND TARGETED WELCOME EMAILS
DRIVE LOYALTY AND RETURN VISITS
MANAGING GROUPS
Weddings
Corporate Events
Conferences
Tour Groups
Family Reunions
Conventions
THE POWER OF RICH GUEST PROFILES
Superior serviceTargeted marketing
Operational efficiency
TOUCHPOINTS
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DuringPre-stay Post-stay
Room Upgrade
Room Service Order
Spa Booking
Direct Booking via Email Capture
ActivityBooking
Personalized Marketing
Daily Guest Reports
Service Recovery
Fewer Systems
Loyalty Marketing
Automation
Advanced Targeting + Intelligence
Guest
Hotel
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Q & A
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For more information about Revinate’s
services, email [email protected]
Replay and presentation from today’s webinar will be available at www.tnooz.com
Thank you!