Conhecer o hóspede para oferecer experiências personalizadas
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O hóspede moderno procura uma experiência única e personalizada em cada parte do processo da sua viagem. No mesmo tempo, a concorrência na indústria hoteleira -como a economia compartilhada e os OTAs mundiais- estão consolidando-se e crescendo de forma rápida, diminuindo o lucro dos hotéis.
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Semelhante a Conhecer o hóspede para oferecer experiências personalizadas
Semelhante a Conhecer o hóspede para oferecer experiências personalizadas (20)
Conhecer o hóspede para oferecer experiências personalizadas
- 1. Revinate
- 2. Scott Johnson Diretor Executivo Comercial para América Latina, Ásia e a Região Oeste dos EUA Revinate
- 3. Grandes Tendências da Indústria O viajante moderno mudou Lucratividade e Concorrência Explosão de dados
- 4. Conhecer e entender o seu hóspede tem que ser o centro da estratégia para aprimorar a experiência dele.
- 5. Revinate Engage™ Revinate Marketing™ Revinate Surveys™ Revinate Reputation™ Componentes da Plataforma da Revinate Perfis Sociais, Perfis Críticos Comentários privados, Dados do PMS Preferências, Emblemas, Campanhas abertas Aumento de dados de comportamento, Geo- localização, Compras Específicas, Etc. Revinate Perfil Inteligente do Hóspede ™
- 6. Nossa Missão Nós acreditamos que conhecer o seu hóspede é a chave para criar relacionamentos preciosos e duradouros. Nossa missão é ajudar você a saber mais sobre os seus clientes para que você possa oferecer experiências personalizadas estabelecendo relacionamentos seguros e para uma vida toda.
- 7. Obrigado!
- 8. Hugo Werner Diretor Comercial para América Latina Revinate
- 9. “Sinta-se em casa” Alugue acomodações exclusivas “Só neste fim de semana” Descubra lugares novos e inspiradores, pertinho da sua casa. “ Explore o mundo” Veja para onde as pessoas estão viajando pelo mundo afora. Reconhece a empresa?
- 10. Consolidação
- 11. Total Quartos no…. Brazil - 24,658 Sao Paulo – 9,681 Rio de Janeir0 – 6,204 Bahia – 2,230 Santa Catarina – 2,247 Reconhece a empresa?
- 12. 600,000+ Usuários no Brasil …. Página reservada para turismo em novembro Reconhece a empresa?
- 13. 70 % 62% Source: HVS, July 2015 Consolidação
- 14. Revinate Engage™ Revinate Marketing™ Revinate Surveys™ Revinate Reputation™ Componentes da Plataforma da Revinate Perfis Sociais, Perfis Críticos Comentários privados, Dados do PMS Preferências, Emblemas, Campanhas abertas Aumento de dados de comportamento, Geo- localização, Compras Específicas, Etc. Revinate Perfil Inteligente do Hóspede ™
- 15. Fabiana de Carvalho Zichia Gerente de Integridade de Produtos e Branding Atlantica Hotels International
- 16. Bruno Hideo Omori Presidente Associação Brasileira da Indústria de Hotéis do Estado de São Paulo (ABIH-SP)
Notas do Editor
- INSTRUCTIONS – elevate conversation beyond products/features with a strategic conversation about major trends. We recommend keeping to these big trends but you can use local/regional facts to support your themes. You can use this single slide 3 trend format or use a 3 slide single trend to really illustrate each trend (slides in rear). You also don’t need to address every sub bullet point of each trend. Just use what you feel will illustrate your point. SCRIPT - I want to begin by sharing with you some of the big trends we’re seeing happening in the market right now. These trends are based on many conversations we’ve had with hoteliers, travel publications and industry analysts about what’s happening in the market and what topics are top of mind for hoteliers. 1. The first big trend is that, the modern traveler has changed (recommend up to 3 maximum points to mention) Customers are social (According to Tripadvisor, 51% of travelers have written a review about their accommodation upon return from a trip), Customers expect more personalized experiences (AgileOne says that 70% of them do so in a recent survey), Customers are mobile (according to a 2014 SmithMicro hospitality survey, 63% prefer to book or purchase hotel services via their mobile device) Customers are vocal (According to a 2013 study by Lithium Technologies, 72% of people who tweet to a brand expect a response within the hour) 2. The second big trend is that margins are getting tighter and the competition is getting tougher. -Consolidation of OTAs - OTAs like Priceline and Expedia have become ever more powerful as a result of strategic acquisitions of smaller, regional players. Priceline now controls 62% of the European market while Expedia holds around 70% of the US market. Commission rates from 15% up to 30% are a heavy burden on hotel profit margins -Airbnb - The rise of the sharing economy is also affecting revenue for hoteliers. A Boston University Study found that for every 10% increase in Airbnb supply, hotel room revenue in that market went down by 0.35%. That means that in markets like Austin where the Airbnb supply is high, the impact is pretty severe – Airbnb has impacted hotel room revenue in Austin by 13% (Boston University Study - http://www.thestreet.com/story/13070686/1/heres-proof-airbnb-is-shaking-up-the-global-hospitality-industry.html) 3. The third big trend is the explosion of data available to us all. Valuable data is being created at an unprecedented and exponential rate. And it’s not just familiar data sources that come to us from PMS, RMS and GRM systems, but also social data, GSS data and OTA data. All of this is growing rapidly, and often in silos. Data source:http://www.csc.com/big_data/flxwd/83638-big_data_just_beginning_to_explode_interactive_infographic
- Knowing and understanding your customer must be the center of your guest experience strategy SCRIPT – Based on the trends that I’ve shared and what this means for the hotel industry, we believe that if you’re a hotelier, knowing and understanding your customer must be the center of your guest experience strategy. PAUSE. How do you feel about this statement? Do you agree or disagree? How important is this idea to you? (ask Why, why not) What are you doing today to drive guest experience at your property? (Engage in discussion here)
- INSTRUCTIONS – Use script and slide build to get into the building blocks. Please pay attention to the animation builds (8 total clicks) and time your pitch accordingly. If you don’t feel comfortable with the build you can simply remove the animations. SCRIPT - So what does it take to really know and understand your guests? One of the first places to start is to understand what people are saying about you. I mentioned earlier all of the social data that’s publicly available today. Your future guests love to share their experiences online with others like them. However, if you're not listening and responding to them, you will be missing some important buying signals as well as insights on their interests and needs. Ultimately, you'll be missing the opportunity to create and nurture a relationship with them. To begin listening to and responding to guests, you need to manage your online reputation (1st CLICK). Trip Advisor and other sites are increasingly driving your future guest consideration, and ultimately, decision to book. You can gain valuable insights here, and begin to build a guest profile (2nd CLICK) which should be enhanced each time a guest interacts with you. It's at this point that you can start learning what a guest's interests are. Any guest profile should be enhanced with your own survey data (3RD CLICK) - what did they like about your property? And how can this valuable data (4TH CLICK) further enhance your hotel's online reputation through syndication of these guest surveys to review sites? Once you understand what your guest likes, you can more effectively market to them (5TH CLICK). Did they enjoy a happy hour at your bar? Did they book a round of golf? All of these preferences (6TH CLICK) should be captured in the guest profile so you can segment and target your email marketing efforts, and drive increased bookings. (inclue upgrades, etc) - And finally, we all carry our smartphones with us these days, so shouldn't pre-stay and on-site guest engagement be focused on mobile? (7TH CLICK). Imagine that guest profile being enhanced by a record of interactions/requests with your concierge, or your spa, and how that information can help you provide a stellar guest experience during a guest's current visit as well as make it easier for you to market to them again for future events/bookings? We believe that the foundation for any guest experience strategy is the Revinate Rich Guest Profile (8TH CLICK), which grows automatically as you step through the building blocks. And at each interaction point - whether on an online review site, or a guest survey or marketing promotion - this profile is enhanced and provides deeper insights for a hotelier to better understand a guest and provide them with an outstanding experience. SCRIPT - So what does it take to really know and understand your guests? Right now, you have silos of LOTS of data - in your PMS system, in your RMS system, and in systems that just pass a brief view of your customer through to you, like OTAs. These systems aren't integrated, and some may or may not be developed exclusively with the hospitality industry in mind. And beyond the systems you use today, there are many rich veins of customer data that you might not have any insight into, including social networks and online review sites. Your future guests love to share their experiences online with others like them. However, if you're not listening and responding to them, you will be missing some important buying signals as well as insights on their interests and needs. Ultimately, you'll be missing the opportunity to create and nurture a relationship with them. To begin listening to and responding to guests, you need to manage your online reputation. Trip Advisor and other sites are increasingly driving your future guest consideration, and ultimately, decision to book. You can gain valuable insights here, and begin to build a guest profile which should be enhanced each time a guest interacts with you. It's at this point that you can start learning what a guest's interests are. Any guest profile should be enhanced with your own survey data - what did they like about your property? And how can this valuable data further enhance your hotel's online reputation through syndication of these guest surveys to review sites? Once you understand what your guest likes, you can more effectively market to them. Did they enjoy a happy hour at your bar? Did they book a round of golf? All of these preferences should be captured in the guest profile so you can segment and target your email marketing efforts, and drive increased bookings. (inclue upgrades, etc) - And finally, we all carry our smartphones with us these days, so shouldn't pre-stay and on-site guest engagement be focused on mobile? Imagine that guest profile being enhanced by a record of interactions/requests with your concierge, or your spa, and how that information can help you provide a stellar guest experience during a guest's current visit as well as make it easier for you to market to them again for future events/bookings? We believe that the foundation for any guest experience strategy is the Revinate Rich Guest Profile, which grows automatically as you step through the building blocks. And at each interaction point - whether on an online review site, or a guest survey or marketing promotion - this profile is enhanced and provides deeper insights for a hotelier to better understand a guest and provide them with an outstanding experience
- We believe that guest knowledge is the key to creating valuable long-term relationships. Our mission is to help hotels use guest data combined with our technology to deliver personalized experience that fulfill their brand promises and reinvent the guest experience SCRIPT – And this brings us to our company mission – going back to our point of view, we believe that knowing your guests and understanding them is the key to creating valuable long term relationships. Combined with our technology building blocks, we help hotels like yours deliver more personalized experiences to their guests. The results help deliver on your brand promise while driving loyalty, revenue and customers for life.
- OTAs like Priceline and Expedia have become ever-more powerful as a result of strategic acquisitions of smaller regional players. Priceline now controls 62% of the European market. Expedia holds around 70% of the US market. While OTAs offer a number of advantages to hoteliers including a wide, multi-national reach and big marketing budgets, the commission rates of anything from 15% up to 30% are a heavy burden on hotel profit margins. HVS: http://www.traveldailymedia.com/224277/ota-consolidation-bad-news-for-hotel-operators-report/
- INSTRUCTIONS – Use script and slide build to get into the building blocks. Please pay attention to the animation builds (8 total clicks) and time your pitch accordingly. If you don’t feel comfortable with the build you can simply remove the animations. SCRIPT - So what does it take to really know and understand your guests? One of the first places to start is to understand what people are saying about you. I mentioned earlier all of the social data that’s publicly available today. Your future guests love to share their experiences online with others like them. However, if you're not listening and responding to them, you will be missing some important buying signals as well as insights on their interests and needs. Ultimately, you'll be missing the opportunity to create and nurture a relationship with them. To begin listening to and responding to guests, you need to manage your online reputation (1st CLICK). Trip Advisor and other sites are increasingly driving your future guest consideration, and ultimately, decision to book. You can gain valuable insights here, and begin to build a guest profile (2nd CLICK) which should be enhanced each time a guest interacts with you. It's at this point that you can start learning what a guest's interests are. Any guest profile should be enhanced with your own survey data (3RD CLICK) - what did they like about your property? And how can this valuable data (4TH CLICK) further enhance your hotel's online reputation through syndication of these guest surveys to review sites? Once you understand what your guest likes, you can more effectively market to them (5TH CLICK). Did they enjoy a happy hour at your bar? Did they book a round of golf? All of these preferences (6TH CLICK) should be captured in the guest profile so you can segment and target your email marketing efforts, and drive increased bookings. (inclue upgrades, etc) - And finally, we all carry our smartphones with us these days, so shouldn't pre-stay and on-site guest engagement be focused on mobile? (7TH CLICK). Imagine that guest profile being enhanced by a record of interactions/requests with your concierge, or your spa, and how that information can help you provide a stellar guest experience during a guest's current visit as well as make it easier for you to market to them again for future events/bookings? We believe that the foundation for any guest experience strategy is the Revinate Rich Guest Profile (8TH CLICK), which grows automatically as you step through the building blocks. And at each interaction point - whether on an online review site, or a guest survey or marketing promotion - this profile is enhanced and provides deeper insights for a hotelier to better understand a guest and provide them with an outstanding experience. SCRIPT - So what does it take to really know and understand your guests? Right now, you have silos of LOTS of data - in your PMS system, in your RMS system, and in systems that just pass a brief view of your customer through to you, like OTAs. These systems aren't integrated, and some may or may not be developed exclusively with the hospitality industry in mind. And beyond the systems you use today, there are many rich veins of customer data that you might not have any insight into, including social networks and online review sites. Your future guests love to share their experiences online with others like them. However, if you're not listening and responding to them, you will be missing some important buying signals as well as insights on their interests and needs. Ultimately, you'll be missing the opportunity to create and nurture a relationship with them. To begin listening to and responding to guests, you need to manage your online reputation. Trip Advisor and other sites are increasingly driving your future guest consideration, and ultimately, decision to book. You can gain valuable insights here, and begin to build a guest profile which should be enhanced each time a guest interacts with you. It's at this point that you can start learning what a guest's interests are. Any guest profile should be enhanced with your own survey data - what did they like about your property? And how can this valuable data further enhance your hotel's online reputation through syndication of these guest surveys to review sites? Once you understand what your guest likes, you can more effectively market to them. Did they enjoy a happy hour at your bar? Did they book a round of golf? All of these preferences should be captured in the guest profile so you can segment and target your email marketing efforts, and drive increased bookings. (inclue upgrades, etc) - And finally, we all carry our smartphones with us these days, so shouldn't pre-stay and on-site guest engagement be focused on mobile? Imagine that guest profile being enhanced by a record of interactions/requests with your concierge, or your spa, and how that information can help you provide a stellar guest experience during a guest's current visit as well as make it easier for you to market to them again for future events/bookings? We believe that the foundation for any guest experience strategy is the Revinate Rich Guest Profile, which grows automatically as you step through the building blocks. And at each interaction point - whether on an online review site, or a guest survey or marketing promotion - this profile is enhanced and provides deeper insights for a hotelier to better understand a guest and provide them with an outstanding experience