Marketing Best Practices. The National Hotel Marketing Conference 2018 Staffordshire 5th July 2018

Transcription

1 Marketing Best Practices The National Hotel Marketing Conference 2018 Staffordshire 5th July 2018

2 Sofia Tappa General Manager EMEA at Revinate Hospitality Technology Marketing Electronic Distribution & Connectivity Account Management & Implementations Mathias Saleborn Director at Luxury Hotel Partners Ltd Sales & Marketing Revenue Management Brand Strategy Business Development

3 Today You Will Learn... Why How How How How hotels should practice marketing to ensure your s get delivered to create campaign that engage to maintain your database to measure success 3

4 Marketing Dead or alive?

5 Number of Accounts Worldwide today Predicted in B 4.1B Source: Radicati Group 5

6 Consumer Acceptance 72% of consumers prefer promotions through , compared to 17% through social media 3x higher conversion rates than social media, with a 17% higher value in the conversion Sources: MarketingSherpa, McKinsey & Company 6

7 Advantages and Goals What s in it for hotels?

8 Advantages Reduces Cost of Bookings Leverages Your Assets Get Results Quickly Easily Measurable 8

9 Goals Create and Increase Brand Awareness Drive Traffic to your website Boost Repeat Business & Inspire Loyalty Drive Revenue and Profits 9

10 The Customer Journey

11 Customer Journey Map 1. INSPIRATION Media Social 2. RESEARCH Blog Reviews Search Online Ads OTAs 6. POST-STAY Surveys Reviews 3. BOOKING 5. ON-PROPERTY Reviews Social Website Phone 4. PRE-ARRIVAL Social 11

12 Stage 1: Inspiration 1. INSPIRATION 2. RESEARCH 6. POST-STAY 3. BOOKING 5. ON-PROPERTY 4. PRE-ARRIVAL

13 Inspiration LOW DEMAND DRIVER LAST-MINUTE LOCALS OFFER Put your PMS data to work Send relevant messages to Smart Segments trapped within database Stay top-of-mind year-round Reward loyalty with exclusive offers Sell, sell fun! Average open rate 18.5% REAL CUSTOMER EXAMPLES 13

14 Stage 3: Booking 1. INSPIRATION 2. RESEARCH 6. POST-STAY 3. BOOKING 5. ON-PROPERTY 4. PRE-ARRIVAL

15 Booking Reinforce your brand from the start Build guest enthusiasm with clean, on-brand confirmations Use dynamic content to send unique content and images from one to each recipient based on PMS data (e.g., rate code, room category) 15

16 Stage 4: Pre-Arrival 1. INSPIRATION 2. RESEARCH 6. POST-STAY 3. BOOKING 5. ON-PROPERTY 4. PRE-ARRIVAL

17 Pre-Arrival PRE-ARRIVAL (UPGRADE) PRE-ARRIVAL (INFORMATION) Set the tone for a memorable stay Leverage guest enthusiasm for upcoming stay Drive ancillary revenue through upsells and upgrades Promote on-property amenities and destination activities Average open rate of 57% (60%+ when upgrade included in subject) 17

18 Pre-Arrival Letters 57% 15.5% Average Open Rate Click-Through Rate (CTR) Send pre-arrivals 3 days and 7 days before check-in for the best open rates: 7 days 60% Days Before Days Before Days Before 3 days 60% 2 Days Before 1 day CHECK-IN 45.65% 18

19 Upsells and Upgrades 61.3% 30.2% Average Open Rate Click-Through Rate (CTR) 5% higher than s without upgrade subject lines 17% higher CTR than s without upgrade CTA The best-performing pre-arrivals use the word upgrade in the subject line Include an actionable CTA 19

20 Stage 5: On-Property 1. INSPIRATION 2. RESEARCH 6. POST-STAY 3. BOOKING 5. ON-PROPERTY 4. PRE-ARRIVAL

21 On-Property Stay connected with guests when it matters the most Send personalized welcome message Mitigate negative reviews by providing management contact details Drive ancillary revenue with offers on amenities Communicate need-to-know-now information Average open rate of 48% 21

22 Stage 6: Post-Stay 1. INSPIRATION 2. RESEARCH 6. POST-STAY 3. BOOKING 5. ON-PROPERTY 4. PRE-ARRIVAL

23 Post-Stay Turn guests into advocates and third-party bookers into directfor-life customers Express gratitude and keep guest engaged, even after checkout Incentivize OTA guests to book next visit directly Solicit guest feedback Average open rate of 33%

24 30-Day Winback Campaigns 33% 2.41% Average Open Rate Click-Through Rate (CTR) Send winback campaigns 7 days and 2 days after checkout 7 days 2 days 44.7% 6.6% 43.9% 4.2% Average Open Rate Click-Through Rate (CTR) Average Open Rate Click-Through Rate (CTR) 24

25 Deliverability Optimize deliverability and avoid spam filters

26 Deliverability is declining s delivered in % s delivered in % s delivered in % s delivered in % 26

27 Key Factors Sender Reputation Database Maintenance 27

28 What is Sender Reputation? It s like your credit score It s a trust indicator used by mailbox providers to determine which s get delivered and which s go to SPAM. Based on the following factors: Complaints from recipients Inconsistencies in sending patterns List accuracy Subscriber engagement Content 28

29 Why database maintenance matters? 30% 20% of subscribers change addresses annually A bounce rate over 20% can dramatically harm your deliverability and ISP reputation Sources: Act-On, Exact Target 29

30 List Hygiene & Acquisition Clean your contact lists regularly to maintain a good sender reputation Remove generic addresses Correct misspelled domains Remove duplicate addresses Remove inactive users Capture missing s at the front desk Encourage visitors to opt-in on your website Avoid purchased lists 30

31 Engagement Getting recipients to interact with your content

32 Low Engagement Hurts Sender Score 68% 58% 49% of consumers delete unwanted of consumers unsubscribe when they get unwanted of consumers mark unwanted as spam Source: Hubspot 32

33 Engagement Key Factors Segmentation Anatomy 33

34 Segmentation drives higher engagement and revenue 20% 70% 73% Higher open rates Higher click-thru rates Higher revenue per recipient Source: Revinate, 2017 Customer Data 34

35 Leveraging data to build targeted audiences: Number of Stays Room Rate Families Room Types Channels Rate Codes 7. Stay Date Ranges 8. Check-in/Check-out Dates 9. Geography (Country, State, City) 10. Total Spend 11. Language 12. Food and Beverage Spend 35

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37 Optimizing Open Rates 33% 69% of recipients open an based on subject line alone of recipients report as spam solely based on the subject line Sources: Convince and Convert 37

38 Subject Line Tips Curiosity Urgency Relevance Value Emotion Use a minimum of two of these in every subject line to ensure your it s appealing. 38

39 Subject Line Tips Things to avoid All caps Exclamation points Being too salesy >45 characters Getting cut-off at an awkward place Awkward pre-headers 39

40 3 Secrets of Human Behaviour 1 The principle of scarcity 2 Social proof is a motivator Early access just for you! Everyone is talking about it 3 People respond to personal relevance We ve got a dish just for your taste 40

41 Strategy Planning your calendar

42 Three Categories Seasonal Holidays Automated 42

43 Before You Press Send How to make sure you campaigns go out with zero errors

44 Campaign Checklist 44

45 Measuring Results

46 Final Thoughts The future is permission marketing and the privilege of delivering anticipated, personal and relevant messages to people who actually want to get them. Seth Godin Author, Marketer, Entrepreneur and Blogger 46

47 Q&A