This text was initially developed and revealed for Hospitality Web’s Knowledge and Enterprise Intelligence Thematics. Learn extra right here.
Hospitality advertising is a world in itself. You’re continuously working a mile a minute. The frenzy of creativity, the fast execution tempo, and the flood of satisfaction when bookings move in is attractive. However within the midst of all that power and pleasure, likelihood is you hardly ever have a second to pause and replicate on the journey.
What for those who discovered a strategy to acquire further time to finish duties, ponder methods to please visitors, AND crush your advertising objectives of lifting income, hitting your upsell targets, and enhancing visitor satisfaction scores?
Process automation. It isn’t novel. And but completed proper it may be a sport changer for you. What’s in it for you, you ask?
Whenever you apply automation to personalize the visitor journey, it means you’re getting the correct message to the correct visitor on the proper second — all with out lifting one other finger after the set-up. Automated campaigns additionally carry out higher. Our 2023 Hospitality Benchmark Report reveals that automated emails have a 1.5x larger conversion charge than one-time sends.
Ignoring personalization is a danger. In line with McKinsey analysis, 71% of customers anticipate firms to personalize their interactions, and 76% will really feel annoyed with generic communication.
And maybe most significantly, personalization has a direct affect on income. In the identical report, McKinsey discovered that companies who make use of personalization can enhance their income by 40%.
The excellent news is that you have already got the info — in your PMS, your CRM, your messaging service, in name middle notes, in visitor surveys, and in your golf, restaurant, and spa techniques — you simply want the correct know-how to activate it.
That is the place the worth of a Buyer Knowledge Platform (CDP) is available in. A CDP can handle huge quantities of information by gathering, storing, and activating it in actual time — making your life a lot simpler. It permits you to create a complete and unified view of your visitors, so to section your database and personalize advertising campaigns successfully.
Along with gathering knowledge from a number of channels, a CDP empowers you to activate that knowledge throughout channels as effectively — e mail, voice, textual content messaging, you title it. E mail advertising, nevertheless, is by far probably the most extensively used channel for resort entrepreneurs, and the one most ripe for automation. That’s the place we’ll focus our examples in the present day.
We’ll stroll you thru examples of automated e mail campaigns you possibly can deploy with a CDP to personalize messaging all through the visitor journey — at inspiration and reserving, pre-arrival, on-property, and post-stay. And sure, a CRM can automate a few of these campaigns too — however not with the identical depth of personalization because of the knowledge insights obtainable within the wealthy visitor profile of a CDP.
What’s the distinction between a CDP and a CRM? Glad you requested. Take a look at this useful resource from Hospitality Web’s Resort Yearbook.
Every one of many campaigns under is “set it and neglect it”, which means that when you outline the visitor segments and the actions that set off a marketing campaign, they may preserve rolling out robotically with no additional effort from you. You’ll see that the direct bookings will preserve rolling in.
Soar to the levels of the visitor journey and campaigns that almost all curiosity you:
Reserving and inspiration
Capturing your visitors’ consideration and provoking them to think about their stick with you is an important a part of securing direct bookings. Each interplay is a chance to show curiosity into dedication.
Seize visitor emails and their intentions at web site sign-up
The channels: Web site and e mail
It’s secure to imagine that visitors land in your web site as a result of they’re inquisitive about reserving a stick with you. Nonetheless, they won’t be prepared to drag the set off. Perhaps they haven’t finalized their journey dates, or they is perhaps contemplating different choices. However whereas they’re in your web site, it is advisable attempt to get their e mail addresses with a view to entice them to guide at a later time.
Right here’s an instance of how this is able to work. Jason, a frequent traveler, clicked into your web site from a Google search on “horseback using ranch resort California”. He browses by way of attractive images of horse trails and pleased riders, however he’s nonetheless exploring his choices. Earlier than he closes the tab, you show a web site abandonment pop-up asking to remain in contact for thrilling promotions. Jason fills out his e mail, anticipating that he’ll obtain extra useful information about your property and potential reductions and packages.
Not solely do you’ve got his e mail handle, you additionally know what web page he was visiting when he crammed out the pop-up. Now you should use this info to drive curiosity.
Resorts can use web site sign-up campaigns to drive direct bookings, get to know visitors like Jason higher, and ask for his or her particulars to ship extremely segmented emails. The extra section filters you possibly can apply to an viewers, the extra you possibly can tailor your messaging and the higher your marketing campaign will carry out. Our 2024 Hospitality Benchmark Report knowledge reveals that emails with three or extra section filters generate 2.6x extra income per recipient.
Take a look on the following marketing campaign instance from Napa Valley Wine Practice – a part of the Noble Home Resorts & Resorts, and the way they keep in contact with potential visitors after they enroll on their web site:
Topic line: You’re on the listing!
Why we love this marketing campaign: The marketing campaign options gorgeous images from the wine prepare that visitors can stay up for. It additionally has a transparent CTA the place visitors can guide straight and look at the totally different occasions and distinctive packages the property presents.
Regain misplaced bookings with cart abandonment campaigns
The channels: Web site and e mail
Jason took his time and explored his choices. After receiving your resort publication with attractive packages, he’s again and able to make his reserving. He proceeds to his cart, enthusiastic about his upcoming keep. However his cellphone rings — it’s his cousin, having automotive hassle. Jason closes his laptop computer to take care of it, abandoning his reserving.
Distractions like this occur on a regular basis (cousin or no), and it’s why purchasing cart abandonment campaigns are a vital alternative to get better misplaced income.
The hospitality business’s cart abandonment charge is 80%. Which means that out of each ten visitors who begin to reserve a keep, eight will go away the reserving engine unfinished. Your visitors, like Jason, will be introduced again — however generally they want a little bit nudge to cross the end line.
Re-engage potential visitors by sending a mild reminder e mail to immediate them to return and full their reserving, as Jason might need merely forgotten. Typically, providing a small incentive like a reduction or an added perk will be the additional push wanted to make them really feel valued and able to finalize their reservation. Moreover, personalize your communication to every visitor’s preferences and conduct by addressing them by title and highlighting the particular room or bundle they confirmed curiosity in.
Take a look at this marketing campaign instance by Ovolo Resorts:
Topic line 1: Hey Jason, don’t go away us this manner! (day of abandonment)
Topic line 2: Hey Jason, it’s not too late! (2 days later)
Why we love this marketing campaign: Easy—but it has every thing one must proceed with their reserving. On this marketing campaign, Ovolo contains details about their visitors’ future keep and all of the perks they may get pleasure from throughout their go to.
Carry visitors again with cancellation restoration emails
The channels: E mail
Jason’s reserving went by way of – nice! However one other visitor, Caroline, needs to cancel her keep. It occurs. Nonetheless, you would possibly nonetheless be capable to sway her choice, or get her to maneuver her reservation to totally different dates. Use cancellation restoration emails to encourage visitors like Caroline to rethink their cancellation, probably turning a misplaced reserving right into a confirmed keep.
Want inspiration for a cancellation restoration marketing campaign? Take a look on the following from The July.
Topic line: See you quickly
Why we love this marketing campaign: This cancellation restoration marketing campaign is distributed two days after a cancellation. The topic line is easy but efficient, serving as a mild reminder and nudge to rebook. What stands out probably the most is the 15% low cost they provide to encourage visitors to finish their reserving. This method not solely helps get better potential misplaced income, but additionally reveals The July’s dedication to offering worth.
Pre-arrival
Guaranteeing a seamless and personalised expertise in your visitors begins lengthy earlier than they verify in. Pre-arrival communication is a key alternative to create anticipation and tailor their keep to their preferences.
Drive ancillary income and improve the visitor expertise with upsells
The channels: e mail and textual content messaging
Upselling by way of e mail and textual content messaging (e.g. SMS or WhatsApp) presents a profitable alternative for accommodations to spice up income and improve the visitor expertise.
To craft efficient upsells, leverage a Buyer Knowledge Platform for centralized visitor preferences and particulars, swiftly figuring out superb upsell alternatives based mostly on previous pursuits and motivations.
Visitors worth personalised experiences. In line with analysis by Duetto, 1 in 5 customers who expressed curiosity in personalised presents are prepared to pay 20% extra.
When presenting upsells, subtly gauge visitor curiosity in potential upgrades and body presents as unique enhancements to their keep. Accenture highlights that 91% of consumers anticipate companies to anticipate their wants, emphasizing the significance of tailor-made presents. Tailor your method creatively to your property’s location and market, equivalent to providing bike leases in Amsterdam or enterprise traveler facilities. This proactive technique ensures visitor satisfaction and meets their evolving expectations.
By sending custom-made upsell campaigns, accommodations can generate vital incremental income, with meals and beverage being the most well-liked class. In line with our 2024 Hospitality Benchmark Report, upsell income from affirmation emails noticed a major 14.2% improve in 2023, rising from $73 (€67) to $83 (€76) per reserving.
The Pontchartrain Resort despatched the next marketing campaign 7 days earlier than arrival as their upsell marketing campaign:
Topic line: Upcoming Reservation
Why we love this marketing campaign: Brief however candy. This marketing campaign options a few of the iconic spots of New Orleans, giving visitors journey choices with out overwhelming them.
Join with a useful be aware
The channels: e mail and textual content messaging
Establishing a private connection along with your visitors is important for making them really feel welcome. Take the initiative to ship Jason a customized be aware, offering useful particulars about his upcoming keep. Jason’s visitor profile — because of the CDP — contains info from his previous stays with different properties within the portfolio, together with what facilities he took benefit of and surveys about his preferences. Use this knowledge to robotically spotlight comparable upsells, equivalent to native occasions and points of interest to discover throughout his go to.
By together with hyperlinks to particular info in your web site, equivalent to your weblog or calendar of occasions web page, you each improve the visitor expertise and in addition showcase the worth of staying with you. This considerate gesture units the tone for a memorable keep and reinforces your dedication to offering distinctive hospitality.
Cape Weligama despatched the next heat be aware to their visitors earlier than their arrival:
Topic line: About your keep at Cape Weligama
Why we love this marketing campaign: Cape Weligama took the time to get to know their visitors and shared useful details about the upcoming Buddhist full moon vacation, “Poya,” and what it means for his or her visitors’ keep.
On-property
Navigating the on-property stage of the visitor journey includes persevering with to have interaction visitors with attractive presents and personalised experiences.
Proceed to seize upsell alternatives
The channels: e mail and textual content messaging
Even after visitors have arrived, the chance to upsell continues. Preserve them engaged by highlighting the experiences they will get pleasure from now that they’re on the property. Think about providing a particular promotion to encourage them to take pleasure in certainly one of your onsite facilities, whether or not it’s a soothing spa remedy or a refreshing drink on the bar.
Keep in mind, it’s about including worth with out overwhelming your visitors—high quality over amount is vital. A CDP powers the invention of precious insights inside your visitor knowledge, equivalent to preferences, pursuits, and spending habits. This allows you to create targeted advertising campaigns that concentrate on particular visitor segments, paving the best way for profitable direct income alternatives. For upsell presents, a CDP permits you to ship probably the most related presents to the correct individuals, maximizing your success.
In Jason’s case, he’s staying with you for a soothing weekend, so a spa remedy and a late checkout would be the good choices for him.
Ellenborough Park despatched the next upsell provide for visitors based mostly on particular keep dates:
Topic line: Have a good time the Platinum Jubilee at Ellenborough Park!
Why we love this marketing campaign: This marketing campaign was despatched to recipients based mostly on keep knowledge for the Jubilee weekend. Although the recipient rely was low, the engagement charge was exceptionally excessive.
Put up-stay
Transitioning into the post-stay section presents a strategic alternative to re-engage visitors and create loyal return visitors who guide direct.
Safe direct income and create loyal visitors with OTA winback campaigns
The channels: e mail and textual content messaging
As reserving websites proceed to extend their fee charges, accommodations are shedding vital income to OTAs. What was once round a ten% fee charge has now escalated to a mean vary of 15-30% or extra, encompassing not solely reserving commissions but additionally expenses on upsells, cancellations, and taxes.
It’s time to take again management. Even when visitors initially guide by way of OTAs, accommodations can entice them to return straight. The winback marketing campaign emerges as a strong tactic for participating with visitors post-checkout and incentivizing them to guide straight. Perhaps Jason booked a few stays with you previously through an OTA, but it surely doesn’t cease you from giving him causes to guide direct subsequent time.
Make the most of winback campaigns to precise gratitude for his or her go to with a customized “thanks” message, making them really feel appreciated and valued. Furthermore, encourage direct bookings by providing unique facilities not obtainable elsewhere, equivalent to computerized upgrades, assured late checkout, or complimentary parking. Whereas the low cost supplied might not exceed these on different websites, the distinctive perks offered can entice visitors to decide on direct reserving channels, enhancing their expertise and fostering loyalty.
CDPs embody identification decision capabilities, which might determine and merge visitor profiles with a masked OTA e mail handle. Which means that if Jason had beforehand stayed at your resort by way of an OTA reserving or at one other property inside your resort group, you possibly can uncover his visitor knowledge and be taught extra about Jason and his pursuits. By concentrating on visitors with the correct presents, you possibly can win much more direct income and construct lasting loyalty.
We’ve got a few OTA Winback marketing campaign examples for you, from MARRAM resort and Paresa Resort Phuket, to reclaim bookings from OTAs:
Topic line: Thanks for selecting Marram (14 days publish check-out)
Why we love this marketing campaign: Give your visitors a purpose to guide straight. On this marketing campaign, MARRAM Resort presents previous visitors with a number of distinctive promotions and packages, particularly tailor-made for them.
Topic line: Unique Provide For You, [GUEST FIRST NAME]
Why we love this marketing campaign: Make your visitors really feel particular. Right here’s an instance of encouraging your visitors to return with an unique provide, solely obtainable in the event that they guide straight with you. Clear, concise, with a transparent CTA.
Seize visitor suggestions with surveys
The channels: e mail
Jason is on the finish of his stick with you. He loved a number of providers and facilities, and also you interacted with him on a number of events. It’s vital to ask Jason about his expertise and encourage him to depart a overview.
Visitors write opinions for certainly one of two causes: they had been both pleasantly shocked and delighted by their expertise as a result of their expectations had been exceeded, or they had been upset as a result of their expectations weren’t met. In both case, these opinions are invaluable studying experiences in your workers.
By paying shut consideration to visitor suggestions, you and your crew can acquire a clearer understanding of what you’re doing effectively and the place there are alternatives for enchancment. This supplies a novel likelihood to assemble constructive suggestions with out risking your public status. Encourage visitors to share their ideas so you possibly can constantly refine and improve your providers.
And critically, the knowledge you acquire in visitor surveys can be utilized to additional personalize future e mail and messaging campaigns.
Re-inspire previous visitors with “we miss you” emails
The channels: e mail
After Jason and Caroline return dwelling, it’s time to begin the method over again by re-inspiring them to guide with you once more. Creating loyal, repeat visitors who guide direct is without doubt one of the greatest methods to cut back your price of acquisition and improve visitors’ lifetime worth.
“We miss you” campaigns current a precious alternative to reconnect with visitors who haven’t visited your property shortly. It’s really useful to ship these campaigns as much as one 12 months after the visitor’s most up-to-date keep, making certain you catch them throughout their holiday-planning section. Personalize the message by highlighting particulars about their final keep, sparking reminiscences about what a particular time that they had.
Right here’s one “We Miss You” marketing campaign instance from Banyan Tree Mayakoba:
Topic line: It’s time to guide your subsequent keep!
Why we love this marketing campaign: This marketing campaign is distributed precisely a 12 months after a previous visitor’s final stick with the property and can be despatched in Spanish for Spanish-speaking visitors. To have fun the anniversary of their final keep, Banyan Tree Mayakoba invitations visitors to come back again with a particular present—20% off their subsequent keep and a $100 meals and beverage credit score.
Begin automating personalised visitor communication with a CDP
With a CDP, you possibly can automate your messaging all through the visitor journey with out compromising on personalization, in the end enhancing visitor satisfaction and loyalty. Jason is a contented and glad visitor, because of the entire personalised communication throughout totally different channels all through his keep.
Be taught extra about how a CDP can automate personalised messaging with our useful resource, “A complete information to the resort Buyer Knowledge Platform,” and why a primary CRM isn’t sufficient to realize the personalised experiences that in the present day’s visitors anticipate in our article, “Evolving from CRM to CDP: What obtained us right here gained’t get us there.”
About Revinate
Revinate empowers hoteliers to straight join with their visitors.
Our Visitor Knowledge Platform and communication options unlock income for hoteliers and put them in command of the complete visitor expertise — preliminary analysis, reserving, check-in, all through the keep, and even after try — all through the communication channels that visitors desire, whether or not it’s voice, textual content, e mail, or net.
Greater than 12,000 accommodations globally financial institution on Revinate to drive direct income and ship pleasant visitor experiences.
Ask us how we do it. Go to our web site to get a demo.
Sanjana Chappalli
Vice President, Model Advertising and Comms
Revinate, Inc.