This text was initially developed and revealed for Hospitality Internet’s Knowledge and Enterprise Intelligence Thematics. Learn extra right here.
Communication is the important thing to a powerful relationship. This holds true for you and your friends, too.
Think about this: 7 out of 10 friends desire personalised communication, affords, and experiences. Friends additionally say that communication with a property makes them really feel valued and cared for, and it influences whether or not they’ll depart a optimistic evaluate.
However how are you supposed to provide the hundreds of friends who go by means of your property the personalization they’re in search of? Even a seasoned common supervisor is unlikely to recollect all of the friends who stayed with you for 3 nights and opted for a spa remedy.
The reply is information. Your friends share their information throughout many touchpoints, channels, and interactions together with your resort — you simply want the correct expertise to gather, retailer, analyze, and activate it. Nonetheless, it’s essential to grasp that identical to your friends in actual life, their information just isn’t one-size-fits-all. Details about your friends comes from many sources, and every supply offers you distinctive insights into what issues to them.
A Buyer Knowledge Platform (CDP) centralizes visitor information from completely different touchpoints and weaves it into a whole, 360-degree view of your friends. A hospitality-specific CDP can take you even additional. It pulls in essential zero-party information from past your PMS, together with resort facilities like golf, spa, eating places, and folios. A top-tier answer may even incorporate (and activate) visitor interactions throughout your electronic mail and textual content campaigns, the voice channel, surveys, and critiques. The consequence: visitor profiles which are far more sturdy than these constructed solely on PMS or internet information.
Integrations with golf, spa, restaurant, and folio information are unavailable in a fundamental CRM. However these information sources are goldmines for driving direct income, so why would you need to maintain them locked in a silo? When information is collected and activated throughout voice, electronic mail, and messaging channels with a CDP, you’ll be able to take your direct income technique to new heights, and delight your friends alongside the way in which.
Take a swing at boosting your golf course income
You’ll be able to generate extra ancillary income out of your golf course by activating visitor information. The bottom line is utilizing that information to develop tailor-made messaging and serving it as much as friends on the proper second, on their most popular communication channel.
Let’s stroll by means of what this could appear to be in motion.
Caroline Brettell is a frequent enterprise traveler with Avertine Hospitality Group, and he or she typically likes to hit up the golf course with purchasers. Her visitor profile in Avertine’s CDP reveals that she performed a spherical of golf throughout her final keep, how a lot she spent on the course clubhouse, and based mostly on a survey response, that she prefers cellphone requires communication as an alternative of texts or electronic mail. Your reservations agent can use this data to attach with Caroline, tailor their promoting factors, and safe the reserving.
Your agent could say one thing like, “I seen you loved a spherical of golf throughout your final stick with us. We’ve not too long ago up to date our golf carts and we’ve added a brand new choice of craft beers to the clubhouse menu. Would you want me to order a tee time for you throughout your upcoming keep?”
For different friends preferring to speak by way of emails or textual content messages, pre-arrival emails and on-property SMS/textual content messages may also be efficient for focusing on friends who’ve loved your golf facilities throughout earlier stays. You possibly can ship a message welcoming again an avid golfer and supply a complimentary bucket of balls on the driving vary, or a 15% low cost within the professional store.
A hospitality CDP helps you to use visitor information to focus your communication and choices in ways in which make your golf fanatic guests really feel valued, boosting their loyalty whereas additionally incentivizing them to go to your course and spend cash on extra facilities reminiscent of meals, drinks, and merchandise.
Reinvigorate income out of your spa
Wellness tourism is predicted to hit $1.3 trillion by subsequent yr, fueled by the rising recognition of particular therapies reminiscent of chilly plunge remedy/cryotherapy (126% improve), lymphatic facials (83% improve), and seaweed baths (53% improve). One other notable development is a shift from adults-only experiences to bringing the children alongside for multigenerational spa retreats.
Staying on prime of the most recent wellness traits and studying out of your spa buyer information empowers you to create custom-made campaigns that maximize income alternatives. By incorporating engaging spa affords for the correct friends, you each increase spa income from the get-go and encourage your health-conscious guests to maintain coming again for extra leisure and rejuvenation.
The important thing right here is to not merely add common experiences to your spa menu and name it good. It’s essential to perceive from your individual buyer information which new spa facilities attraction to your specific friends. Which choices are doing effectively? And which aren’t performing as anticipated? Armed with these insights, you can also make knowledgeable choices about your spa companies, and promote particular affords in your web site and social media channels which are most definitely to encourage friends to go to and return for extra indulgent experiences.
For example, say you discover that a lot of your friends are reserving {couples} massages. You should use that data to create a romantic getaway bundle, full with a {couples} therapeutic massage, champagne, and a personal eating expertise. Equally, if clients are raving about your new scorching stone remedy in critiques, you’ll be able to characteristic it prominently in your web site and social media, accompanied by a particular introductory supply to entice extra friends to strive it out.
The Paradise Resort Gold Coast, for example, drove 389+ room nights with a custom-made one-time electronic mail marketing campaign that appealed to households. The supply spoke on to this viewers’s preferences by together with two day by day meals and a reduction to the property’s waterpark, whereas highlighting the children membership, dwell reveals, and family-friendly actions.
Dish up restaurant information to whip up extra revenue
The significance of outstanding food-and-beverage (F&B) experiences amongst vacationers can’t be overstated. In keeping with an evaluation by the American Lodge & Lodging Affiliation (AHLA) and Oxford Economics, a staggering 69% of all U.S. resort visitor spending goes towards non-hotel room prices, together with F&B, whereas solely 31% is spent on lodging. And based on our 2024 Hospitality Benchmark Report, F&B is the preferred upsell class. There’s a very excessive probability that your friends shall be benefiting from your property’s culinary choices throughout their keep.
To maximise this golden alternative, amassing and analyzing restaurant reservations information is essential. You’ll be able to leverage this data to showcase interesting affords and promotions that have interaction friends whereas they’re in your property, and even construct anticipation earlier than their arrival by means of tailor-made pre-arrival messages.
Incorporating an AI-powered textual content messaging answer can additional improve your F&B technique. You’ll be able to mechanically ship a textual content to friends after their latest eating expertise after which ingest their responses again into your CDP. From there, you’ll be able to rapidly determine areas for enchancment and increase your restaurant’s status by inviting friends to submit critiques.
Visitor information collected from the restaurant expertise may also provide help to determine your massive spenders and goal them with extra upsell alternatives. As an illustration, perhaps you discover {that a} visitor persistently reserves a desk for six after they stick with you, and spend a high-dollar quantity per particular person. You should use these insights to create a personalised electronic mail or SMS marketing campaign after they’re on-property, providing them an unique wine-pairing dinner that includes your government chef’s signature dishes.
By capitalizing in your restaurant information and mixing it with immediacy and personalization, you’ll be able to create memorable eating experiences to your friends. Moreover, you’ll be able to contribute to your property’s total income progress by successfully driving extra site visitors to your F&B retailers.
Folio focus: Money in on visitor spending habits
Think about a visitor reserving certainly one of your rooms on-line — Andrea. She selects a number of add-ons like early check-in, a spa remedy, and a spherical of golf. Throughout her keep, she pays for upgraded Wi-Fi, a session with a private coach, room service, and purchases a number of objects out of your reward store. In a standard setup, this information would stay siloed in all these completely different techniques. If all of those transactions are captured on the folio information within the PMS, a correctly built-in hospitality CDP will choose up all of that line-by-line element. It will, in flip, present a whole image of Andrea’s on-property spending habits.
Analyzing your clients’ folio information means that you can determine patterns and phase your friends based mostly on their spending habits. As an illustration, chances are you’ll study that guests who guide suites are likely to spend extra on ancillary services than these in normal visitor rooms. By capitalizing on this perception, you’ll be able to create a phase for these “high-value suite friends” and considerably influence your property’s Complete Income per Obtainable Room (TRevPAR) by tailoring their expertise. This might embody providing early check-in and late check-out privileges, tailor-made F&B affords, or offering unique entry to premium resort amenities and occasions.
An excellent instance of how all this works in motion comes from The Arca in Hong Kong used unified buyer profiles that included all spending behaviors to implement focused advertising campaigns, leading to a income carry of HK$ 1.6M (over $200k USD) and a median income of HK$117k (almost $15k USD) per marketing campaign.
Folio information may also reveal which visitor segments are more likely to spend cash on particular facilities, so you’ll be able to create extremely centered affords. The Paradise Resort Gold Coast, for example, drove 389+ room nights with a custom-made one-time electronic mail marketing campaign that appealed to households. The supply spoke on to this viewers’s preferences by together with two day by day meals and a reduction to the property’s waterpark, whereas highlighting the children membership, dwell reveals, and family-friendly actions.
By amassing folio information and utilizing segmentation, you’re empowered to make your friends’ stays extra memorable, drive increased upsell charges, and in the end carry your total RevPAR from key segments.
Channel surf to income success
Your visitor information is gold. And it comes from sources far past the confines of your PMS — like your spa, golf course, eating amenities, and extra. To remain forward of the competitors and get your income numbers to essentially begin climbing, you want to entry and harness the facility of your information, connecting together with your friends by means of the best channels.
That is the place a hospitality CDP comes into play. It pulls in all that beneficial data from the completely different corners of your portfolio, and makes it simple to activate it by way of internet, electronic mail, textual content, and voice. The proper CDP empowers data-driven choices that unlock new alternatives to craft personalised experiences and laser-focused campaigns that hit the bullseye each time.