This text was initially developed and printed for Hospitality Internet’s Knowledge and Enterprise Intelligence Thematics. Learn extra right here.
Hospitality advertising is a world in itself. You’re consistently working a mile a minute. The frenzy of creativity, the short execution tempo, and the flood of satisfaction when bookings stream in is engaging. However within the midst of all that vitality and pleasure, likelihood is you not often have a second to pause and replicate on the journey.
What in case you discovered a technique to acquire further time to finish duties, ponder methods to thrill visitors, AND crush your advertising objectives of lifting income, hitting your upsell targets, and bettering visitor satisfaction scores?
Job automation. It isn’t novel. And but carried out proper it may be a sport changer for you. What’s in it for you, you ask?
Once you apply automation to personalize the visitor journey, it means you’re getting the suitable message to the suitable visitor on the proper second — all with out lifting one other finger after the set-up. Automated campaigns additionally carry out higher. Our 2023 Hospitality Benchmark Report exhibits that automated emails have a 1.5x increased conversion fee than one-time sends.
Ignoring personalization is a threat. Based on McKinsey analysis, 71% of shoppers anticipate firms to personalize their interactions, and 76% will really feel pissed off with generic communication.
And maybe most significantly, personalization has a direct influence on income. In the identical report, McKinsey discovered that companies who make use of personalization can increase their income by 40%.
The excellent news is that you have already got the info — in your PMS, your CRM, your messaging service, in name middle notes, in visitor surveys, and in your golf, restaurant, and spa programs — you simply want the suitable know-how to activate it.
That is the place the worth of a Buyer Knowledge Platform (CDP) is available in. A CDP can handle huge quantities of knowledge by gathering, storing, and activating it in actual time — making your life a lot simpler. It lets you create a complete and unified view of your visitors, in an effort to phase your database and personalize advertising campaigns successfully.
Along with gathering knowledge from a number of channels, a CDP empowers you to activate that knowledge throughout channels as effectively — electronic mail, voice, textual content messaging, you identify it. E mail advertising, nonetheless, is by far essentially the most broadly used channel for lodge entrepreneurs, and the one most ripe for automation. That’s the place we’ll focus our examples at this time.
We’ll stroll you thru examples of automated electronic mail campaigns you possibly can deploy with a CDP to personalize messaging all through the visitor journey — at inspiration and reserving, pre-arrival, on-property, and post-stay. And sure, a CRM can automate a few of these campaigns too — however not with the identical depth of personalization because of the knowledge insights accessible within the wealthy visitor profile of a CDP.
What’s the distinction between a CDP and a CRM? Glad you requested. Try this useful resource from Hospitality Internet’s Lodge Yearbook.
Every one of many campaigns beneath is “set it and neglect it”, that means that after you outline the visitor segments and the actions that set off a marketing campaign, they are going to preserve rolling out mechanically with no additional effort from you. You’ll see that the direct bookings will preserve rolling in.
Soar to the levels of the visitor journey and campaigns that the majority curiosity you:
Reserving and inspiration
Capturing your visitors’ consideration and provoking them to think about their stick with you is a vital a part of securing direct bookings. Each interplay is a chance to show curiosity into dedication.
Seize visitor emails and their intentions at web site sign-up
The channels: Web site and electronic mail
It’s secure to imagine that visitors land in your web site as a result of they’re interested in reserving a stick with you. Nevertheless, they may not be prepared to drag the set off. Perhaps they haven’t finalized their journey dates, or they could be contemplating different choices. However whereas they’re in your web site, that you must attempt to get their electronic mail addresses in an effort to entice them to e-book at a later time.
Right here’s an instance of how this could work. Jason, a frequent traveler, clicked into your web site from a Google search on “horseback driving ranch lodge California”. He browses by way of attractive pictures of horse trails and completely happy riders, however he’s nonetheless exploring his choices. Earlier than he closes the tab, you show a web site abandonment pop-up asking to remain in contact for thrilling promotions. Jason fills out his electronic mail, anticipating that he’ll obtain extra useful data about your property and potential reductions and packages.
Not solely do you’ve gotten his electronic mail tackle, you additionally know what web page he was visiting when he crammed out the pop-up. Now you should use this data to drive curiosity.
Accommodations can use web site sign-up campaigns to drive direct bookings, get to know visitors like Jason higher, and ask for his or her particulars to ship extremely segmented emails. The extra phase filters you possibly can apply to an viewers, the extra you possibly can tailor your messaging and the higher your marketing campaign will carry out. Our 2024 Hospitality Benchmark Report knowledge exhibits that emails with three or extra phase filters generate 2.6x extra income per recipient.
Take a look on the following marketing campaign instance from Napa Valley Wine Practice – a part of the Noble Home Accommodations & Resorts, and the way they keep in contact with potential visitors after they join on their web site:
Topic line: You’re on the checklist!
Why we love this marketing campaign: The marketing campaign options gorgeous pictures from the wine practice that visitors can sit up for. It additionally has a transparent CTA the place visitors can e-book immediately and examine the totally different occasions and distinctive packages the property presents.
Regain misplaced bookings with cart abandonment campaigns
The channels: Web site and electronic mail
Jason took his time and explored his choices. After receiving your lodge publication with engaging packages, he’s again and able to make his reserving. He proceeds to his cart, enthusiastic about his upcoming keep. However his cellphone rings — it’s his cousin, having automotive bother. Jason closes his laptop computer to cope with it, abandoning his reserving.
Distractions like this occur on a regular basis (cousin or no), and it’s why procuring cart abandonment campaigns are a important alternative to recuperate misplaced income.
The hospitality business’s cart abandonment fee is 80%. Because of this out of each ten visitors who begin to reserve a keep, eight will go away the reserving engine unfinished. Your visitors, like Jason, could be introduced again — however generally they want just a little nudge to cross the end line.
Re-engage potential visitors by sending a delicate reminder electronic mail to immediate them to return and full their reserving, as Jason might need merely forgotten. Generally, providing a small incentive like a reduction or an added perk could be the additional push wanted to make them really feel valued and able to finalize their reservation. Moreover, personalize your communication to every visitor’s preferences and habits by addressing them by identify and highlighting the precise room or package deal they confirmed curiosity in.
Try this marketing campaign instance by Ovolo Accommodations:
Topic line 1: Hey Jason, don’t go away us this manner! (day of abandonment)
Topic line 2: Hey Jason, it’s not too late! (2 days later)
Why we love this marketing campaign: Easy—but it has every thing one must proceed with their reserving. On this marketing campaign, Ovolo consists of details about their visitors’ future keep and all of the perks they are going to take pleasure in throughout their go to.
Carry visitors again with cancellation restoration emails
The channels: E mail
Jason’s reserving went by way of – nice! However one other visitor, Caroline, needs to cancel her keep. It occurs. Nevertheless, you would possibly nonetheless be capable to sway her resolution, or get her to maneuver her reservation to totally different dates. Use cancellation restoration emails to encourage visitors like Caroline to rethink their cancellation, doubtlessly turning a misplaced reserving right into a confirmed keep.
Want inspiration for a cancellation restoration marketing campaign? Take a look on the following from The July.
Topic line: See you quickly
Why we love this marketing campaign: This cancellation restoration marketing campaign is shipped two days after a cancellation. The topic line is easy but efficient, serving as a delicate reminder and nudge to rebook. What stands out essentially the most is the 15% low cost they provide to encourage visitors to finish their reserving. This strategy not solely helps recuperate potential misplaced income, but additionally exhibits The July’s dedication to offering worth.
Pre-arrival
Guaranteeing a seamless and personalised expertise on your visitors begins lengthy earlier than they examine in. Pre-arrival communication is a key alternative to create anticipation and tailor their keep to their preferences.
Drive ancillary income and improve the visitor expertise with upsells
The channels: electronic mail and textual content messaging
Upselling by way of electronic mail and textual content messaging (e.g. SMS or WhatsApp) presents a profitable alternative for inns to spice up income and improve the visitor expertise.
To craft efficient upsells, leverage a Buyer Knowledge Platform for centralized visitor preferences and particulars, swiftly figuring out perfect upsell alternatives based mostly on previous pursuits and motivations.
Friends worth personalised experiences. Based on analysis by Duetto, 1 in 5 shoppers who expressed curiosity in personalised presents are prepared to pay 20% extra.
When presenting upsells, subtly gauge visitor curiosity in potential upgrades and body presents as unique enhancements to their keep. Accenture highlights that 91% of consumers anticipate companies to anticipate their wants, emphasizing the significance of tailor-made presents. Tailor your strategy creatively to your property’s location and market, similar to providing bike leases in Amsterdam or enterprise traveler facilities. This proactive technique ensures visitor satisfaction and meets their evolving expectations.
By sending personalized upsell campaigns, inns can generate important incremental income, with meals and beverage being the preferred class. Based on our 2024 Hospitality Benchmark Report, upsell income from affirmation emails noticed a major 14.2% enhance in 2023, rising from $73 (€67) to $83 (€76) per reserving.
The Pontchartrain Lodge despatched the next marketing campaign 7 days earlier than arrival as their upsell marketing campaign:
Topic line: Upcoming Reservation
Why we love this marketing campaign: Quick however candy. This marketing campaign options a few of the iconic spots of New Orleans, giving visitors journey choices with out overwhelming them.
Join with a useful word
The channels: electronic mail and textual content messaging
Establishing a private connection together with your visitors is important for making them really feel welcome. Take the initiative to ship Jason a personalised word, offering useful particulars about his upcoming keep. Jason’s visitor profile — because of the CDP — consists of data from his previous stays with different properties within the portfolio, together with what facilities he took benefit of and surveys about his preferences. Use this knowledge to mechanically spotlight related upsells, similar to native occasions and sights to discover throughout his go to.
By together with hyperlinks to particular data in your web site, similar to your weblog or calendar of occasions web page, you each improve the visitor expertise and in addition showcase the worth of staying with you. This considerate gesture units the tone for a memorable keep and reinforces your dedication to offering distinctive hospitality.
Cape Weligama despatched the next heat word to their visitors earlier than their arrival:
Topic line: About your keep at Cape Weligama
Why we love this marketing campaign: Cape Weligama took the time to get to know their visitors and shared useful details about the upcoming Buddhist full moon vacation, “Poya,” and what it means for his or her visitors’ keep.
On-property
Navigating the on-property stage of the visitor journey entails persevering with to interact visitors with engaging presents and personalised experiences.
Proceed to seize upsell alternatives
The channels: electronic mail and textual content messaging
Even after visitors have arrived, the chance to upsell continues. Maintain them engaged by highlighting the experiences they’ll take pleasure in now that they’re on the property. Take into account providing a particular promotion to encourage them to take pleasure in one among your onsite facilities, whether or not it’s a soothing spa therapy or a refreshing drink on the bar.
Bear in mind, it’s about including worth with out overwhelming your visitors—high quality over amount is essential. A CDP powers the invention of helpful insights inside your visitor knowledge, similar to preferences, pursuits, and spending habits. This lets you create centered advertising campaigns that concentrate on particular visitor segments, paving the best way for profitable direct income alternatives. For upsell presents, a CDP lets you ship essentially the most related presents to the suitable individuals, maximizing your success.
In Jason’s case, he’s staying with you for a soothing weekend, so a spa therapy and a late checkout would be the excellent choices for him.
Ellenborough Park despatched the next upsell provide for visitors based mostly on particular keep dates:
Topic line: Have fun the Platinum Jubilee at Ellenborough Park!
Why we love this marketing campaign: This marketing campaign was despatched to recipients based mostly on keep knowledge for the Jubilee weekend. Although the recipient rely was low, the engagement fee was exceptionally excessive.
Submit-stay
Transitioning into the post-stay part presents a strategic alternative to re-engage visitors and create loyal return visitors who e-book direct.
Safe direct income and create loyal visitors with OTA winback campaigns
The channels: electronic mail and textual content messaging
As reserving websites proceed to extend their fee charges, inns are shedding important income to OTAs. What was once round a ten% fee fee has now escalated to a median vary of 15-30% or extra, encompassing not solely reserving commissions but additionally fees on upsells, cancellations, and taxes.
It’s time to take again management. Even when visitors initially e-book by way of OTAs, inns can entice them to return immediately. The winback marketing campaign emerges as a strong tactic for participating with visitors post-checkout and incentivizing them to e-book immediately. Perhaps Jason booked a few stays with you previously by way of an OTA, however it doesn’t cease you from giving him causes to e-book direct subsequent time.
Make the most of winback campaigns to specific gratitude for his or her go to with a personalised “thanks” message, making them really feel appreciated and valued. Furthermore, encourage direct bookings by providing unique facilities not accessible elsewhere, similar to computerized upgrades, assured late checkout, or complimentary parking. Whereas the low cost provided could not exceed these on different websites, the distinctive perks supplied can entice visitors to decide on direct reserving channels, enhancing their expertise and fostering loyalty.
CDPs embrace identification decision capabilities, which may establish and merge visitor profiles with a masked OTA electronic mail tackle. Because of this if Jason had beforehand stayed at your lodge by way of an OTA reserving or at one other property inside your lodge group, you possibly can uncover his visitor knowledge and be taught extra about Jason and his pursuits. By concentrating on visitors with the suitable presents, you possibly can win much more direct income and construct lasting loyalty.
We now have a few OTA Winback marketing campaign examples for you, from MARRAM lodge and Paresa Resort Phuket, to reclaim bookings from OTAs:
Topic line: Thanks for selecting Marram (14 days submit check-out)
Why we love this marketing campaign: Give your visitors a purpose to e-book immediately. On this marketing campaign, MARRAM Lodge presents previous visitors with a choice of distinctive promotions and packages, particularly tailor-made for them.
Topic line: Unique Provide For You, [GUEST FIRST NAME]
Why we love this marketing campaign: Make your visitors really feel particular. Right here’s an instance of encouraging your visitors to return with an unique provide, solely accessible in the event that they e-book immediately with you. Clear, concise, with a transparent CTA.
Seize visitor suggestions with surveys
The channels: electronic mail
Jason is on the finish of his stick with you. He loved a number of companies and facilities, and also you interacted with him on a number of events. It’s vital to ask Jason about his expertise and encourage him to go away a assessment.
Friends write evaluations for one among two causes: they have been both pleasantly shocked and delighted by their expertise as a result of their expectations have been exceeded, or they have been upset as a result of their expectations weren’t met. In both case, these evaluations are invaluable studying experiences on your employees.
By paying shut consideration to visitor suggestions, you and your staff can acquire a clearer understanding of what you’re doing effectively and the place there are alternatives for enchancment. This supplies a novel probability to collect constructive suggestions with out risking your public fame. Encourage visitors to share their ideas so you possibly can constantly refine and improve your companies.
And critically, the knowledge you acquire in visitor surveys can be utilized to additional personalize future electronic mail and messaging campaigns.
Re-inspire previous visitors with “we miss you” emails
The channels: electronic mail
After Jason and Caroline return residence, it’s time to start out the method over again by re-inspiring them to e-book with you once more. Creating loyal, repeat visitors who e-book direct is without doubt one of the finest methods to scale back your price of acquisition and enhance visitors’ lifetime worth.
“We miss you” campaigns current a helpful alternative to reconnect with visitors who haven’t visited your property shortly. It’s beneficial to ship these campaigns as much as one yr after the visitor’s most up-to-date keep, guaranteeing you catch them throughout their holiday-planning part. Personalize the message by highlighting particulars about their final keep, sparking recollections about what a particular time that they had.
Right here’s one “We Miss You” marketing campaign instance from Banyan Tree Mayakoba:
Topic line: It’s time to e-book your subsequent keep!
Why we love this marketing campaign: This marketing campaign is shipped precisely a yr after a previous visitor’s final stick with the property and can also be despatched in Spanish for Spanish-speaking visitors. To have a good time the anniversary of their final keep, Banyan Tree Mayakoba invitations visitors to come back again with a particular reward—20% off their subsequent keep and a $100 meals and beverage credit score.
Begin automating personalised visitor communication with a CDP
With a CDP, you possibly can automate your messaging all through the visitor journey with out compromising on personalization, finally enhancing visitor satisfaction and loyalty. Jason is a cheerful and happy visitor, because of the entire personalised communication throughout totally different channels all through his keep.
Study extra about how a CDP can automate personalised messaging with our useful resource, “A complete information to the lodge Buyer Knowledge Platform,” and why a fundamental CRM isn’t sufficient to attain the personalised experiences that at this time’s visitors anticipate in our article, “Evolving from CRM to CDP: What received us right here received’t get us there.”
About Revinate
Revinate empowers hoteliers to immediately join with their visitors.
Our Visitor Knowledge Platform and communication options unlock income for hoteliers and put them accountable for the total visitor expertise — preliminary analysis, reserving, check-in, all through the keep, and even after take a look at — all by way of the communication channels that visitors desire, whether or not it’s voice, textual content, electronic mail, or internet.
Greater than 12,000 inns globally financial institution on Revinate to drive direct income and ship pleasant visitor experiences.
Ask us how we do it. Go to our web site to get a demo.
Sanjana Chappalli
Vice President, Model Advertising and Comms
Revinate, Inc.
