Estratégias para Construir Melhores Relações com os Hóspedes
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O documento discute estratégias para melhorar as relações com hóspedes através de: 1) criação de uma base de dados dos hóspedes; 2) desenvolvimento de uma estratégia para gerenciar o ciclo de vida dos hóspedes; 3) implementação dessa estratégia usando dados e tecnologia para comunicação personalizada.
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Estratégias para Construir Melhores Relações com os Hóspedes
- 1. Estratégias para Construir Melhores Relações com os Hóspedes
- 2. #RevWeb Porque é importante criar uma base de dados Como desenvolver uma estratégia para administrar o ciclo de vida dos seus hóspedes Como implementar está estratégia no seu hotel AGENDA
- 3. #RevWeb ANTES DE COMEÇAR 3 • Não tem acesso ao chat de voz • Por favor, utilize seu painel de controle para lançar perguntas no seminário • Receberá a gravação e a apresentação dentro de 48 horas • Participe na conversa em Twitter! #RevWeb • Curte nossa página de Facebook!
- 4. #RevWeb PALESTRANTES 4 Alan Guacarán Jonathan Burling Analista de Mercado Revinate Gerente de Marketing Revinate
- 5. #RevWeb SOBRE REVINATE • Enfocada na indústria hoteleira • Com mais de 26.000 clientes em 143 países • Equipe dedicada ao Brasil Uma empresa de tecnologia como serviço baseada em San Francisco, Califórnia Escritórios em Singapura, Sidney, Dubai, Amsterdão e Nova Iorque
- 6. Porque é importante criar uma base de dados
- 7. #RevWeb A COMPETÊNCIA É FEROZ 7 O aumento nas reservas online: 2008 2012 2015 9% 21% 23% Fontes: 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 Dobrou o valor das reservas online: 2012 2016 14,1 mil milhões USD 24,4 mil Milhões USD Fonte: El Peruano, Aumenta el negocio de los viajes en la era digital, marzo 2015
- 8. #RevWeb O MOVIMIENTO ATÉ A COMUNICAÇÃO DIRETA 8 As visitas nos diapositivos moveis aumentaram 28% na América Latina Fonte: Páginas de reservas de webs de hoteles en Latinoamérica reciben cada vez más visitas, marzo 2015
- 9. Adora vinho branco OS HOTÉIS NÃO CONHECEM SEUS HÓSPEDES Sistema PMS Vanessa Mizaki Check-In: 16/12 Noites: 2 Taxa: R$250 Email: ? Telefone: ? História de Estadas: ? O que vê o hoteleiro: Avaliações deixadas: a maioria positiva Informação disponível: 3° estada no hotel vanessa.mizaki@gmail.com Mora em São Paulo Mídia Social Sistema E-mail Interessada em ferias na praia Normalmente fica com o concorrente 93.125 seguidores Repórter da Folha de SP Provedor Externo Prefere comprar no smartphone
- 10. #RevWeb COMUNICAÇÃO CONTÍNUA 10 E-mail de saída com ofertas personalizadas e pesquisa de satisfação Check-in avançado com ofertas individuais E-mails e mensagens segmentado; baseados na informação Confirmação da reserva; dar opções e preferências Um dia antes do check-in Dois semanas antes da estadia O dia da saídaQuando o hóspede faz a reserva
- 11. Como desenvolver uma estratégia para administrar o ciclo de vida dos seus hóspedes
- 12. #RevWeb INDENTIFICAR OS PONTOS DE INTERAÇÃO 12 Antes da chegada Na hora da estadia Reconexão com o hóspede Reservas (sejam diretas o por via duma OTA) Feedback depois da estadia Programas de fidelidade
- 13. #RevWeb ANTES DA CHEGADA 13 Com só 100 “upgrades” por mês @ $50 = $5,000 por mês de lucro extra
- 14. #RevWeb NA HORA DA ESTADIA 14 Só 50 atividades agendadas por mês @ $100 = $5,000 / mês de lucro extra
- 15. #RevWeb DEPOIS DA ESTADIA 15 Olá Tomás, Os artistas no Rock in Rio são ótimos este ano! Vem aproveitar a música com nós quando voltar para o Rio. Boa tarde Luiza, Café Il Panino acabou de abrir a portas com um cardápio novo. Faça sua reserva agora e receba uma promoção para um jantar para 2 pessoas.
- 16. Como implementar está estratégia no seu hotel
- 17. #RevWeb A IMPORTÂNCIA DOS DADOS UNIFICADOS
- 20. #RevWeb CASO DE SUCESSO: PROVENANCE HOTELS 20
- 21. #RevWeb COMO PODE MELHORAR O LUCRO 21 1.Coleta os e-mail dos hóspedes 2.Criar campanhas de marketing criativas 3.Inverter numa solução tecnológica 4.Executar! 5.Provar, provar e provar
- 22. Obrigado! Perguntas? Para aprender mais, entre em contato! alan@revinate.com jon.b@revinate.com www.revinate.com
Notas do Editor
- 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?
- 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