Rich guest profiles will transform hospitality
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"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 2014
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Rich guest profiles will transform hospitality
- 1. How rich guest profiles transform hospitality K Webinar September 25, 2014
- 2. Your hosts K Nick Vivion Reporter & Co-Moderator Gene Quinn CEO & Producer
- 3. Your panelists K Rob Kwortnik Associate. Professor Services Marketing Cornell University Josh Steinitz VP, Business Development Revinate
- 4. How Rich Guest Profiles Transform Hospitality info@revinate.com | www.revinate.com | @Revinate
- 5. 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
- 6. MEET THE PRESENTERS Rob Kwortnik Associate Professor of Services Marketing Cornell University Josh Steinitz Vice President, Business Development Revinate
- 7. 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
- 8. 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
- 9. THE CHANGING LANDSCAPE Flat screen tv Unique décor and themes
- 10. BAD STAYS, REAL CONSEQUENCES Damaged reputation Unresolved Issues Lost sales
- 11. ENGAGING TRAVELERS Research Check-in Trip Planning 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
- 15. MAKING SENSE OF BIG DATA FOR HOTELS PERSONALIZED ADS 9X more effective 15
- 16. BIG DATA
- 17. 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
- 18. EXAMPLES OF CUSTOMIZED EXPERIENCES The Peabody The Four Seasons Boston
- 19. Data Integration Nightmares High Cost, Complexity Operational Overhead Disjointed Guest Experience WHY IT’S PAINFUL TODAY Who is your guest?
- 20. MEET THE PRESENTER Josh Steinitz Vice President, Business Development
- 21. AN INTRODUCTION TO REVINATE SaaS tech company based in San Francisco Singapore, Sydney, Dubai, Amsterdam & NYC offices Founded in 2009 Focused on Hospitality Industry-leading Guest Feedback and Online Reputation Management solutions 21
- 22. 23,000 HOTELS IN 143 COUNTRIES
- 23. EXPERTISE IN HOSPITALITY Social Analytics Mobile • Adaptive Technologies • Mobile and iPad • Designed for Guests, Hotel Staff • Data-driven Decisions • Competitive Insights • Financial Data • KPIs & Goals Big Data Millions of • Reviews • Surveys • Social Mentions + Industry Partnerships/Integrations
- 24. THE GUEST EXPERIENCE Pre-Stay During-Stay Post-Stay On–Site Promotions Mobile Check-out Guest Marketing Book Brand Properties Guest Data Insights for Analytics, Service and Marketing Intelligent Interactions Reservations Pre-Arrival Emails Advanced Check In Guest Preferences Room Upgrades Room Service Orders Dinner/Spa/Golf Res. Service Requests Stay/Property Info Loyalty Programs Engagement & Promotion Reviews & Social Media On-Site Surveys Post-Stay Surveys
- 25. THE SOLUTION Rich Guest Profiles + Smart Guest Marketing SUPERIOR GUEST EXPERIENCE AND REVENUE $$
- 26. SEVEN KEY ELEMENTS OF GUEST DATA 1. Contact info: first name, last name, email address, home/work address, phone number… 2. Demographic info: male/female, age, marital status
- 27. SEVEN KEY ELEMENTS OF GUEST DATA 3. Social: Twitter, Facebook, past reviews 4. Interests: yoga, golf, spa, foodie
- 28. 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
- 29. SEVEN KEY ELEMENTS OF GUEST DATA 7. Experiential: feedback on property, liked a local restaurant, reviews
- 30. COLLECTING AND USING DATA
- 31. GUEST PROFILES
- 32. KNOW YOUR GUESTS
- 33. BETTER SERVE THEIR NEEDS
- 35. DESIGNING THE RIGHT EXPERIENCE 1. Girl’s Getaway 2. Business Traveler 3. Family vacation 1. Kids activities 2. Wine reception 3. Spa offer
- 36. MARKET TO GUESTS Guest Marketing Access an ultra-targeted communication center. • Automated communications through the guest lifecycle • Email & SMS text messages • Deep segmentation and targeting
- 37. SEND TARGETED WELCOME EMAILS Guest Marketing Access 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
- 38. DRIVE LOYALTY AND RETURN VISITS
- 39. MANAGING GROUPS Weddin gs Corporate Events Conferences Tour Groups Family Reunions Conventions
- 40. THE POWER OF RICH GUEST PROFILES Superior service Targeted marketing Operational efficiency
- 41. TOUCHPOINTS 41 Room Upgrade Room Service Order Spa Booking Direct Booking via Email Capture Activity Booking Personalized Marketing Daily Guest Reports Service Recovery Fewer Systems Loyalty Marketing Automation Advanced Targeting + Intelligence Pre-stay During Post-stay Guest Hotel
- 42. Q & A K
- 43. Thank you! For more information about Revinate’s services, email info@revinate.com K Replay and presentation from today’s webinar will be available at www.tnooz.com
Hinweis der Redaktion
- Hello everyone. Thank you for joining us today. Welcome to our webinar on how Rich Guest Profiles will Transform Hospitality . My name is Gene Quinn and I am… We’re excited to be hosting this webinar with Revinate today. You might have seen their recent announcement about inGuest, their new Guest Engagement Platform. Like many in the industry, we think this will transform the way service is delivered to guests throughout the travel lifecycle.
- Today’s webinar is in two parts. First we’ll talk about the changing needs of today’s travelers, how to engage them and how to use Big Data to be successful. Then we’ll talk about delivering a superior customer experience using both Rich Guest Profiles and some really smart approaches to marketing. And, of course, we will talk about how this new technology and approach can be used to drive real revenue.
- I wanted to set the stage and start by taking a look at today’s traveler. Technology has fundamentally changed the nature and expectations of travelers, First, they are extremely tech savvy. Modern travelers are dependent on their mobile devices throughout all stages of travel. They often prefer online communication over human interaction and are extremely impatient, expecting immediate service. And finally, they are integrally connected to social media and are as connected in receiving it as they are in pushing it out. This is a very different breed of traveler than what we saw even 3-5 years ago.
- And part of that is driven by the Millenial traveler. There is no better segment to represent the Modern traveler than the millienial. This is a customer segment that is rapidly growing in terms of numbers and impact to the travel industry. Not only is this segment rapidly growing, they will soon represent 50% of all travelers. What differentiates them further is their focus on deals and discounts with 31% of spending made via deals and they are far more emotional in terms of brand loyalty. So not only are millenials a powerful customer segment, the things they care about are quite different. They care about experiences, they’re mobile, social and move at a much faster pace. In addition, there are also very loyal and supportive of brands they like. In the travel industry, we need to be better about address their needs and interests through all stages of the travel experience.
- And this is important because the traditional requirements for a successful hotel like a bed, a great bathroom and a flat screen TV are no longer sufficient for driving guest satisfaction. With more options than ever before, customer interest and even more important – loyalty is very hard to engender. In this landscape, hotels are focused on unique details to differentiate their properties, like special amenities, unique décor and even art exhibits. We’re seeing hotels increasingly differentiating their properties with these experiential details that engage customers and get them talking about it. And even major hotel brands are on top of this trend, with many of them launching boutique brands over the last couple of years.
- The millennial traveler is also quick to get booking advice online, in the form of online reviews and social media… and also quick to share feedback. A guest issue, when not solved quickly or satisfactorily, can find its way to TripAdvisor, Twitter or Facebook and reach thousands of people in a matter of minutes, doing irreparable damage to your brand and bookings. On the flip side, so can a great experience. Great feedback and a unique experience can also go viral driving significant visibility for your property - so social channels are a double edged sword that you need to manage very tightly.
- To provide the best service possible, hoteliers need to engage travelers across the entire travel lifecycle and make sure every experience is pleasant. From research through the entire stay and even post-stay, think about all the touchpoints you have with your guests and you’ll quickly realize that it’s a lot of interaction and involves a lot of people. There is tremendous variability and complexity in supporting a guest’s needs throughout their experience with your brand and it is challenging to make it a consistent and cohesive experience for them. What can you do to gain a competitive advantage? The first step is to start collecting guest information.
- Let’s talk about some examples of guest data. At check in, a guest tells the the front desk agent that she prefers a quiet room on a high floor away from the elevator. She also mentions that she gets cold and would like an extra blanket. Today, this information is typically just used for this one stay. The front desk manager puts her in a high room and asks the housekeeper to provide her with an extra blanket. If there’s no where to record that data and this is a loyal guest, she has to retell that to you every time they check in even though this could have been their third, fourth or even 10th stay. Is that the right way to treat your most loyal customer? Even worse, if this customer booked her reservation on an OTA and you don’t have her email, you likely don’t even know that she’s a returning guest so you might even ask if she has been there before. Horrible experience for a repeat and potentially loyal guest.
- In another example. You’re a business traveler and ask the concierge for a recommendation for a local wine bar because you love wine tasting. Unless the concierge makes a note of it in the system, that information is lost. It doesn’t make it into the CRM and when there is a wine festival in town, you’ve missed the opportunity to invite this guest back, tell him that you know he’s a wine lover and thought he would appreciate this tailored offer. You’re missing the best opportunity to draw this guest back with something special that would be of interest to him.
- In a third example: Laura is an extremely social person. She has 15K twitter followers and has written more than 50 hotel reviews during her travels. It would behoove you and your staff to make sure that she has the best experience possible since she is likely to tweet about her experiences. How do you know to tag this guest as special or a VIP before she shows up on property?? These examples highlight a central problem of guest profiles today. They lack data even when there’s all this data at the hotel’s disposal. You are missing out on a big opportunity to record customer differences and use it in a way that takes it to the next level to transform the guest experience and drive new revenue streams.
- So why are guest profiles critical? Online, a personalized ad can result in a 9x increase in click-through performance over a non-personalized marketing message. Imagine the impact you can make by personalizing service delivery and marketing not only while the guest is on-property, but also before and after the stay.
- Big data is a hot topic in the travel industry these days. Big data is a collection of unstructured data from many different sources inside and outside your company for ongoing discovery and analysis. In order to get any valuable insights from this data, you have to access and structure it in the right way. This is where modern analytics solutions come in place and allow you to harness this intelligence and turn it into accurate and actionable information. In the hotel industry, data analytics and detailed guest profiles can be used in numerous different ways to improve business operations, marketing strategies, occupancy rates and yield.
- Mastery of Big Data applications will enable you to create a significant competitive advantage in your marketing programs. With actionable insights, your marketing will result in better outcomes and help you drive sales growth. According to Gartner, companies that invest in Big Data more than their competitors do outperform those competitors by 20% in every major metric. So say you get access to all this data, what do you do with it? And its useless if you and your staff have to spend a lot of time decifering what to do with it.
- Here are two great examples of hotels customizing an experience for different segments of travelers. In the first example, the Peabody, Orlando, has reinvented their mini-bar, allowing guests to request items they would prefer, and offering a program called “Feed the Fridge” which allows guests to order themed bundles like a “Night at the movies package with popcorn and sodas, or a Tiny Bubbles package for business travelers wanting to celebrate with colleagues. Not only do the guests appreciate being able to select their favorites, but the hotel has found that they have a greater turn-over of stock, with less throw-away of unpopular items. With these savings, the hotel is able to be more competitive with pricing and sell more product in the long run. The Four Seasons Hotel in Boston takes this a step further and invites the children of guests staying at the hotel to raid the fridge. Over a three hour period on a Saturday night, children can pop down to the kitchen in their pajamas, if they wish, and choose a complimentary dessert to take back to their room. This is a truly unique and fun experience that is perfectly tailored to attract families and leisure travelers but may not be as attractive to a business traveler who has an early meeting. And these are just the tip of the iceberg. By bringing together all the guest data that you have in your loyalty system, PMS, POS, CRM, post stay feedback, social data and more, you can begin to create truly personalized experiences so the fridge might be stocked with the guests favorite drinks without asking… or families will kids can get to their room to find a teddy bear waiting.
- I’d like to conclude by talking a little bit about why this is it so hard to do this today? Think about the power of having all this data in one place, where it is easy to access, read, track and take action. Because most hotels are using disparate systems that all collect some form of guest data but do not connect with one another, most hoteliers have a difficult time synthesizing the data to connect the dots. In many cases, some of this content is being manually tracked or not tracked at all. The challenge is that hoteliers find it too expensive to develop the systems to collect the data, develop a strategy for tracking and train staff on how to utilize these insights. An easy solution that integrates disparate systems and put this information at the fingertips of hotel staff is critical.
- Before I get started, I’d like to just briefly tell you about the company. For those of you who are unfamiliar with Revinate, we are a market-leading software as a service company, headquartered in San Francisco with offices around the globe, including Singapore, Sydney, Dubai, Amsterdam and NYC. Founded in 2009, we are 100% focused on the hospitality industry. Our goal is to help hotels connect with guests in innovative ways and drive new revenue through a superior guest experience. Our industry leading guest feedback and reputation management solutions are used by over 23,000 hotels in 143 countries and we are very excited about inGuest, the guest engagement platform, that we launched last week.
- Our diverse customer base ranges from major hotel brands like Hilton Hotels & Resorts, Intercontinental Hotel Group, and Wyndham Worlwide, to boutique hotel groups such as Kimpton, Commune, and Rocco Forte to name a few. We also work with many management groups such as WhiteLodging and TPG… and independent properties around the world. Working with 23K hotels in over 143 countries has given us a deep understanding of the needs and opportunities in the hospitality space.
- With a focus on hospitality, one of our a core competencies is around data aggregation and analysis. We process millions of reviews, on-site surveys and post-stay surveys and social media mentions from thousands of sources on behalf of our customers on a daily basis and have developed tremendous expertise in managing Big Data. Then we apply advanced analytics to that data to make it actionable. We help hoteliers make data driven decisions and provide competitive insights to understand where you are beating your comp set and where you need to improve. We even pull revenue and financial data into our solution to provide insight into how your reputation correlates to your revenue data. And we allow hoteliers to set KPIS and track goals. We also have tremendous expertise in developing mobile solutions for the industry. We are the only ORM provider with a native mobile app for hoteliers on the go, and provide ipad survey solutions. Finally, I wanted to point out that Revinate has lots of industry partnerships and expertise integrating with different hotel systems and applications.
- The first thing we did was to map out the guest experience through the stay lifecycle to understand where are all the touchpoints a hotel guest experience could fall down or be truly special? There is a wide range of experiences a hotelier can provide at each stage in this process, pre, during and post stay. For example, how do you reach out to your guest before the stay to capture preferences and offer room upgrades? During the stay, how do you engage to make sure he’s getting the most out of the hotel or resort? Post-Stay, does he know that he was valued and that you care about his feedback? Does he know about the benefits of booking direct? It dawned on us that to really provide enhanced service hoteliers needed easy to access Guest Data to provide not only personalized service, but also targeted, relevant marketing. And, we wanted to make sure that the experience of engaging with the hotel staff was easy and intelligent - making sure the data is captured in a way that would allow it to be used for future trips.
- There is a tremendous opportunity to combine really rich and detailed guest profiles with really smart guest marketing. This combination has the potential to drive a superior guest experience and significant incremental revenue.
- Let’s start by talking about the types of guest data that matter. There are seven major types of guest data that a hotel can use: First its about the basics like contact information. Name, email address, home address, phone number, You would be surprised how much this continues to be a gap for many hoteliers. As an industry, we’re capturing a lower percentage of guest email addresses than we should and as a result, we’re missing opportunities to engage guests at later point. Next its about demographics: male/female, age, marital status
- Social data allows you to understand who your influencers are and what your guests like to do and talk about. Whose experience can and will be amplified to their circles and beyond? Interests allow you to target your guests to align the services at your property to meet their needs.
- Usage/history – trip type, first time guest, number of visits, average spend. This is where it starts to get really interesting.. History helps you to connect the dots and understand what their purchasing patterns are. Is this a loyal guest? Does she tend to get a spa treatment when she’s here. Does he always go to the bar? Preferences are important to capture because they allow you to provide superior service without the guest even having to ask. What type of coffee does he drink in the morning? Does she like a high floor, what newspaper has she requested in the past? Is she allergic to down? Capturing preferences is the ultimate in efficiency and service. Anticipating your guest needs and delivering on them ahead of the guest request is where your service will really be noticed and how loyal customers are made.
- Finally, you have lots of experiential data to work with. Experiential data includes feedback provided on property via a survey or a mention to a staff member and even a past review that was written about your property, or maybe another hotel. Think about the power of having all this data in one place, where it is easy to access, read, track and take action.
- Because most hotels are using disparate systems that all collect some form of guest data but do not connect with one another, most hoteliers have a difficult time accessing the data when they need it to truly understand their guests to provide the best experience possible. It can be an expensive endeavor unless you have a solution that does it all for you.
- For the first time, really detailed and rich guest profiles are possible. Access a single snapshot view of your guest that includes all the information that would be relevant to providing the best experience possible and showing your guest that you know her. In this profile you can see demographic information, her past stay history and how much she has spent. You can see that she is a review writer, active on social media, what her job title is, what her interests are, etc. Think about how powerful it would be to use this information to personalize not only her stay, but also the way you market to her before she arrives and after she returns home.
- Tracking your arrivals is a major part of anticipating who will arrive, when they will arrive and creating a plan of attack for the day. Guest profiles can be really handy when you look at a guest arrivals report. You can see that 27 guests are arriving today and on the left you have tools for sorting your guests. Having the tools to sort through guest lists and filter and organize them in a way that enables you to know who is on property, who is coming in and who is checking out allows you to develop a strategy for where to focus. And also flag VIP’s for special attention.
- Michelle Wohl is a VIP that is arriving on property today. She is a is an important repeat guest who has been to the property 12 times before. A Rich guest profile will also pull in her social data like, klout score, previous tripadvisor reviews, number of facebook friends and even her passions like hiking and cooking. She also ordered a fruit basket last time she was there. Based on this information, you know she’s a good target for a room upgrades or amenities. A flexible profile allows you to take it a step further and append it with badges so know you can group guests based on critical data elements that are unique to your property. For example, when she mentions that she loves Fine Dining to the concierge, her profile can be badged with that information so the next time there is a high end cooking or dining event, she would be the right target customer.
- Here’s another example of how this data can be used. How about collecting data on important events in a guests life? Your guests John and Suzie mention on Twitter that they’re traveling to your hotel for their wedding anniversary. A staff member at check-in congratulates them when asked what they’re in town for, but does nothing about it during the stay. That is huge a missed opportunity. What if your staff recorded that in your system with a badge so other staff members could access it to 1) congratulate them 2) offer them a glass of champagne when they dine at the restaurant 3) offer to take their photo by the pool so they can post it on Facebook along with a mention that they’re at your hotel and 4) a year later, you could invite them back via a targeted marketing campaign? That is the ultimate in personalization, its easy to do and there are so many other ways to apply these examples to business building opportunities.
- Rich guest data is about getting the right offering to the right guest and its also about not promoting the wrong solution. Imagine sending an invite to a wine reception to a mother traveling alone with her 3 kids. While she would probably love nothing more than to ditch the kids… it’s not a relevant offer. Or sending a day spa offer to a business traveler who is only there for a day. Promoting the wrong solution to your guests shows them that you either don’t know about their needs or don’t care. Instead what you can do is use the data about your customers to create experiences that attract them. First, understand who you’re trying to attract and when. Second design the experience that is interesting to them. Its important to note that you can offer different solutions at different times for year, month or even week. Like Kids Activities in the summer and Girl’s getaways on the weekends. You can create different solutions to offer to different customers with the right packages, personalized service and targeting.
- A key component of leveraging guest profiles to drive incremental revenue is through Guest Marketing. We think of it as an ultra-targeted communication center. By automating communications through the guest lifecycle, 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 Smart Guest Marketing helps you to maximize revenue through the entire guest lifecycle.
- Let’s take a look at a few. We’re looking at a scheduled, recurring message that welcomes new guests. You can see that this going to go out via email to VIPs, who have stayed in Suites that have social profiles on TripAdvisor. This targeted welcome email allows you to identify those that are most likely to upgrade (based on previous stays) and spending history.
- After check out, you can run marketing campaigns to drive return visits based on very specific preferences. For example, you could invite Twitter VIPs that that are foodies to an upcoming food festival.
- And finally, you could manage groups by communicating with them around the events and activities already planned. A bride can help you identify every guest attending her wedding and coordinate with you to communicate activities and scheduling throughout their stay. You could target convention attendees for a leisurely return visit with their family or significant other at a later time.
- A Rich Guest Profile can power superior service delivery, enable targeted marketing and increase operational efficiency.
- And you can be successful in optimizing both revenue and efficiency through each element of the guest experience. The guest will see that you understand their preferences and needs throughout every element of their time with you from pre-stay, during their stay and even after they have checked out. And your staff will be even more organized and efficient as they have they tools need to service your guests in a single system. This is especially critical if the customer comes in via an OTA or another channel where your insight into that guest and their preferences is very low. With a Rich Guest profile, you can take control of that relationship and build it for the long-term.