Estrategias para Construir Mejores Relaciones con tus Huépedes
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En este seminario web Revinate, juntos con Wendy Mendez del Hotel Habitel en Bogotá, exploran estrategias para utilizar la información de sus huéspedes para crear interacciones mejores con ellos.
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Estrategias para Construir Mejores Relaciones con tus Huépedes
- 1. Estrategias para Construir Mejores Relaciones con tus Huéspedes
- 2. #RevWeb AGENDA Por qué es importante crear una base de datos Cómo desarrollar una estrategia para administrar el ciclo de vida de tus huéspedes Cómo implementar esta estrategia en tu hotel
- 3. #RevWeb ANTES DE EMPEZAR 3 • No está habilitado el chat por voz • Por favor, utilice su panel de control para hacer preguntas durante el seminario • Recibirá la grabación y las diapositivas de la presentación dentro de 48 horas • ¡Participe en la conversación en Twitter! #RevWeb
- 4. #RevWeb PRESENTADORES 4 Wendy Mendez Alan Guacarán Jonathan Burling Gerente de E-Commerce Hotel Habitel Analista de Mercado Revinate Gerente de Marketing Revinate
- 5. #RevWeb SOBRE REVINATE • Enfocada en la industria hotelera • Con más de 26,000 clientes en 143 países • Equipo dedicado a la región de América Latina Una empresa de tecnología como servicio basada en San Francisco, California Oficinas en Singapur, Sídney, Dubái, Ámsterdam y Nueva York
- 6. Por qué es importante crear una base de datos
- 7. #RevWeb LA COMPETENCIA ES FEROZ 7 Source: TravelClick El aumento en las reservas en línea: 2008 2012 2015 9% 21% 23% Fuentes: Perspectiva de viajes online en América Latina de PhoCusWright, 2011; HostelTur, Páginas de reservas de webs de hoteles en Latinoamérica reciben cada vez más visitas, marzo 2015 Duplicó el valor de las reservas en línea: 2012 2016 14.1 mil millones USD 24.4 mil Millones USD Fuentes: El Peruano, Aumenta el negocio de los viajes en la era digital, marzo 2015
- 8. #RevWeb UN MOVIMIENTO HACIA LA COMUNICACIÓN DIRECTA 8 Las visitas en dispositivos móviles han aumentado a 28% en América Latina Fuentes: Páginas de reservas de webs de hoteles en Latinoamérica reciben cada vez más visitas, marzo 2015
- 9. #RevWeb LOS HOTELES NO CONECEN A SUS HUÉSPEDES Sistema de PMS Vanessa Torres Check-In: 16/12 Noches: 2 Tarífa: $150 Email: ? Teléfono: ? Historia de Estadas: ? Que ve el hotelero: Comentarios dejados: mayoría positiva Información Disponible: Segunda estancia en el hotel vanessa.torres@gmail.com Vive en la Cuidad de México Redes Sociales Le encanta el vino blanco Sistema de Email Interesada en vacaciones en la playa Normalmente se hospeda con un competidor 93,125 seguidores Repórter para el Universal Proveedor Externo Prefiere comprar en su móvil
- 10. #RevWeb COMUNICACIÓN CONTINUA 10 Correo de bienvenida con promociones personalizadas e información Check-in avanzado con promociones Correos segmentados basados en la información Confirmación de la reserva; escoger preferencias El día antes del check-in Dos semanas antes de la estadía El día la salidaCuando el huésped hace la reserva
- 11. Cómo desarrollar una estrategia para administrar el ciclo de vida de tus huéspedes
- 12. #RevWeb INDENTIFICAR LOS PUNTOS DE INTERACCIÓN 12 Antes de la llegada Durante la estadía Reconexión con el huésped Reservas (sean directas o mediante una OTA) Retroalimentación después de la estadía Programas de fidelidad
- 13. #RevWeb ANTES DE LA LLEGADA 13 Con solo 100 “upgrades” por mes @ $50 = $5,000 por mes en ganancias
- 14. #RevWeb DURANTE LA ESTADÍA 14 Sólo 50 actividades programadas por mes @ $100 = $5,000/mes en ganancias extras
- 15. #RevWeb DESPUÉS DE LA ESTADÍA 15 Hola Tomás, ¡Los artistas para el Rock al Parque se ven super buenos este año! Ven a aprovechar la música con nosotros. Buenas Tardes Sara, Café Il Panino recién abrió sus puertas con una carta nueva. Haga tu reserva ahora y recibe una promoción para una cena para 2 personas.
- 16. Cómo implementar esta estrategia en tu hotel
- 17. #RevWeb LA IMPORTANCIA DE LOS DATOS UNIFICADOS
- 20. #RevWeb MINI CASE STUDY: PROVENANCE HOTELS 20
- 21. #RevWeb CÓMO PUEDES MEJORAR LAS GANANCIAS 21 1.Recolecta los correos de los huéspedes 2.Crear campañas de marketing creativas 3.Invertir en una solución tecnológica 4.¡Ejecutar! 5.Probar, probar y probar
- 22. ¡Gracias! ¿Preguntas? Para aprender más, ¡entre en contacto! alan@revinate.com jon.b@revinate.com www.revinate.com
Hinweis der Redaktion
- Jon
- JON
- HUGO Revinate is a software technology company based in San Francisco. With a dedicated focus to the hospitality industry, we have a suite of guest feedback solutions as well as CRM and Marketing automation tools for engaging guests and driving revenue through the guest experience. Over 24,000 Hotels using Revinate in over 160 countries. We work with independent properties, small brands and management companies, all the way up to the world’s leading management companies and hotel brands such as IHG, Wyndham and and Radisson. Working with these hoteliers has given us unique insight and expertise in hospitality which is what enables us to share these best practices today.
- CARRIE Why building a guest database is so important, in the context of your success in Marketing, guest loyalty, and even the extent of your hotels reliance on and relationship to the OTAs.
- Wendy – Has experimentado algun cambio en la distrubición en los canales de reserva? Has visto un aumento en la cantidad de reservas que obtienen las OTAs? We saw in 2012, Established OTAs and metasearch sites like Expedia, Priceline and Kayak, joined by startups like Hopper, gained 10.4% of total hotel bookings in North America’s top 25 markets in 2012, up from 9.5% in 2011. Though hotel websites accounted for a 26.7% market share in 2012, that number rose just a half a percentage point YoY, eMarketer reported. We’re seeing in 2015 that OTA bookings are increasing more than any other channel. Hotel website reservations grew, but not as much. But you’ll notice those website reservations increased pretty proportionally to the decrease in people booking by phone or on-property. So more guests are choosing to book via digital channels, and I think we can assume that while some of those people are going to your website, many of them are going to OTAs. Pressure to own the customer – paraphrasing something that Kelly McGuire at SAS said is distribution costs are growing faster than ADR. More expensive to acquire a customer via an OTA than through an owned channel. Much cheaper, more bang for marketing buck, if you can attract and retain a guest database
- Wendy – En este momento, cuales estrategias usa el hotel para interactuar directamente con huéspedes? Puedes hablar un poco de tu perspectiva sobre la importancia de este movimiento en la industria. Generic blast marketing is becoming less and less effective, and really, with today’s technology you can and should be able to anticipate what your guest is looking for and surface that content to them directly. You don’t want to be sending your guests irrelevant communications. You want to be respectful of the attention that guests and prospective guests give you, by using what you know about them to send them the right message at the right time. It’s about thinking about the various things your hotel has to offer, then targeting those things to the right people. So, if a couple signed up for tennis lessons during a previous stay, a proactive hotel might send them an invite them to an annual tennis clinic. Rebekah, given this, can you talk a little bit about the way you and Provenance approach guest communications?
- Wendy – Puedes hablar un poco sobre las maneras en que el hotel obtiene información de los huéspedes y porque este es tan importante hoy en día? Where does the current toolbox fall short? The primary problem is hotels do not really know their guests. This isn’t caused by a lack of data – as you can see what is out there – there is a ton of data out there you can get about your guests – social, PMS, public reviews, demographic, etc However, most hoteliers are just looking at upcoming stay details, the rate, and maybe some prior stay history.
- Targeting and segmentation Segments can be used it 3 different ways across the lifecycle of a guest You can drive bookings and revenue with targeted campaigns. But it doesn’t just stop at the email campaigns. To provide the best service possible, hoteliers need to engage travelers across the entire travel lifecycle and make sure every experience is pleasant. Once an individual guest has booked, in this case, Rob Smith, who we know from his guest profile is an avid Golfer and big spender, you can then deliver customized service while a guest is on property, perhaps offering him a wine special at the bar based on his previous orders. Finally, once the guest has check out, build loyalty with targeted messaging. Getting email addresses from guests and marketing to them directly can drive direct bookings, meaning you don’t have to pay the OTAs to get a repeat guest. Ask Rebekah about her thoughts on targeting, segmentation, the value that she’s seen there
- CARRIE Why building a guest database is so important, in the context of your success in Marketing, guest loyalty, and even the extent of your hotels reliance on and relationship to the OTAs.
- Wendy – Como percibes el ciclo de viaje del huésped? Hay ciertos puntos donde tu hotel intenta comunicar con ellos? Por ejemplo, en el momento de hacer la reserva? durante la estadia? Despues? the guest journey. It starts even before the guest arrives, in their research process- your rates and your reputation- that prompt a guest to book with you. On property, you can drive room upgrades and grow on-property revenue. And after a guest stay you can extend the guest lifecycle by prompting additional feedback from a guest, learning from them to make highly leveraged operational or capital improvements, and communicating with them in a personalized fashion to make sure they stay at your property again and again.
- Wendy – tienes algun ejemplo de una manera comunicar con el huésped antes de la llegada? (si no, todo bien) Capture guest contact info especially email address Start collecting preferences and other general information Match it to historical stay info Use that information to create targeted communications The guest insights and communication tools you gain from inGuest can help you drive upgrades and additional revenue from your guests right away. When you target your new guests with the guest information available in our rich guest profiles, you can drive revenue with upgrades and promotional packages. For example, perhaps you send a welcome email to any of your incoming guests who are considered VIPs, and have stayed in suites in the past. Booking confirmation emails have very high open rates and are a great opportunity to get a promotion in front of a guest or collect guest data preferences. Ask Rebekah – what information do you capture?
- Wendy – tienes algun ejemplo de una manera comunicar con el huésped DESPUÉS de la salida? (si no, todo bien) Use guest data from our guest profiles to understand your guest preferences and segment them to send targeted emails. Summer music festival in town featuring independent artists - target past guests, millennials that have a passion for music. Renovated or opened a new restaurant – target foodies, social profiles, and review writers Golf tournament in town – golfers are an obvious target, but you could take it a step further and segment them. Married golfers can get spa specials for their wives, one with families can receive communications about kids events during the golf outings Ask about hotels that sell out -
- CARRIE Why building a guest database is so important, in the context of your success in Marketing, guest loyalty, and even the extent of your hotels reliance on and relationship to the OTAs.
- Integration of data from core systems is pretty critical – with all of the different systems at hotels and media channels used by today’s hotel travelers, it can be overwhelming that all this guest data is in different places, which makes it difficult to access, and draw insights from. It’s out there, but it’s in many different forms and from many different sources. BEFORE: POS PMS CRM GSS Online reviews Social media NOW: -data is unified This can be used on a tablet at the bellmans desk to identify guests as they arrive via their social media profile images the front desk to know which guests came from a OTA that we need to capture their email address And for the back of house, inGuest is used to perform detailed queries about your guests to find VIPs, promoters, and social influencers (think: travel bloggers) to target marketing with. Because this data doesn’t just display this way on the individual profiles…
- Wendy – tienes algun ejemplo de una campaña de marketing que usa el hotel en este momento? Hay una manera para medir esta campaña? (si no, todo bien) All that information is tagged and categorized on the back end, so you can do some really cool segmentation and Communicate to groups of guests, based on commonalities in their information. That’s a key component of leveraging guest profiles to drive incremental revenue is through Guest Marketing. Guest Marketing Platform allows you to automate communications through the guest lifecycle, so you can be sure you’re communicating the right message at the optimal time during their experience with your property. Ask Rebekah – ability to respond to market, ability to put together a campaign quickly, user-friendly - president Our Guest Marketing Platform allows you to automate communications through the guest lifecycle, so you can be sure you’re communicating the right message at the optimal time during their experience with your property. From pre-arrival emails encouraging an upgrade to on-site promotions to drive F&B spending to post-stay emails to develop the relationship and drive a return visit, you can communicate through email and SMS text messages And it allows for deep segmentation and targeting. WYSIWYG editor screenshot needed
- With regard to email marketing, hotels often rely on typical email marketing metrics like open and click-through rates to define success. But really, you should be taking it a step further, and tying each email campaign’s success directly to revenue. Look at the exact impact of your campaigns with our comprehensive, closed loop reporting so you can see for yourself the revenue produced by your targeted campaigns. -For Rebekah: What are some of the …. WYSIWYG editor screenshot needed
- Specific campaign with revenue attribution