Where’s the evidence?
Ever heard of the Sagan standard? It basically means extraordinary claims require extraordinary evidence.?
For example, if you were to claim every hotel is going to have a greenhouse with sustainably grown produce by 2028, you’d better have the evidence to back that up.
Less dramatically, a similar standard should apply to how you target your guests. How certain are you that a drip email campaign aimed at business travelers promoting a free night’s stay after seven nights will be effective? Before launch, you should have the right guest data to support that campaign’s accuracy and effectiveness.
Hospitality that generates revenue is about making informed decisions, not wild guesses. Planning your marketing strategy, commercial strategy, revenue strategy, or virtually any other business activity should be based on evidence. While Carl Sagan was an astronomer making sense of the solar system, we’d like to think he was onto something when it comes to running a hotel and making sense of data to improve the guest experience.
Basic CRM vs. hospitality CDP: Which one will help your hotel come out on top?
Discover why investing in the right CDP is key to efficiently collecting and activating data from multiple customer touchpoints across your portfolio in real time.
Numbers that matter
As of July 4th, nearly half of American travelers are calling it quits. No more vacations until as late as October. What’s changed? Well, 53% are saying they would have gone on vacation had the cost of living been cheaper. Some are calling this travel freeze a byproduct of the country’s wealth gap. Whatever the true reason is, communicating your value props to guests now will be crucial to maximize your share of wallet and attract your most profitable guests.??
The 40-year-old decision — 1984 Chevron U.S.A. Inc. v. Natural Resources Defense Council Inc. — has been overturned. While this case seemingly pertains to agency regulations and their impact on the environment, it actually impacts any agency that issues regulations, especially labor laws. Hoteliers will ultimately end up in the crosshairs when they reevaluate their labor laws and standards.
Right now, short-term rentals are taking away valuable business from hoteliers. It’s where guest preferences are right now. So, what do your booking windows show? How can you attract short-term bookers or sweeten booking deals? Getting your booking data in order and actioning it in your email campaigns can help you beat this shift in booking preferences.
Trends that matter
HITEC thoroughly confirmed that the hospitality industry needs both human intelligence and technology. There’s no substitute for the one-on-one connection staff provide to guests — it’s what hospitality is all about. But when it comes to increasing productivity and becoming a high-performing, data-driven, revenue-maximizing business, technology and AI shouldn’t be shoved aside.?
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Think your booking platform is safe from hackers? Think again. Accessing your database has cybercriminals thinking they won the lottery. All it takes is one phishing email sent to the booking platform admin, leaking the credentials to cybercriminals to take over your booking engine. Then they’ll start stealing your guests’ information and selling it to the highest bidder. Yes, this travesty happens, but it’s preventable with technology that puts the security of your hotel and your guest’s data first.?
You’ve met a luxurian — a high-spending luxury traveler with a preference for opulence. This guest segment is creating its own trends this year, like sophisticated hedonism. Think “caviar bumps,” sky bars, and “420 rooms.” The guest profiles of these travelers are sure to be quite specific.
Perspectives that matter
Warm leads shouldn’t get the chance to grow cold. After all, a guest showing interest in your property is a ripe opportunity for a direct booking. Meritage Resort didn't let a chill set in with their warm leads. With proactive, automated, and time-triggered email campaigns, they converted their warm leads fast. This particular campaign reached a conversion rate of 3%, coming in above the regional average of 2.2% with the help of Revinate Marketing.?
Ever found yourself in a situation where you need to “somehow make it work”? Don’t let that situation happen because of data silos. Delighting guests, personalizing experiences, and driving operations shouldn’t suffer because your tech systems don’t talk to one another. Climbing out of a data mess to serve your guests will never be sustainable. So, want to give up on just “making it work”?
Keeping the voice channel alive and running a direct booking machine falls on its salespeople—your reservation agents. Thompson Seattle maximized their voice channel revenue by investing in their team, with Revinate’s RezForce Lux agents trained with Forbes Travel Guide’s 5-star certification standards. RezForce empowered agents to leverage call notes to personalize offers, ultimately increasing conversion rates by 50%.
In this episode of the Hotel Moment podcast, Karen Stephens, Revinate CMO, and Jennifer Hill, VP of Commercial Strategy at Kalibri Labs, make a case for why the hospitality industry needs to treat commercial strategy as an ongoing pursuit, rather than a giant numbers game with a rush to generate revenue. Hill offers a fresh perspective for hoteliers on how to rally each of their departments to drive revenue and satisfy stakeholders, while using commercial opportunities to give back to the local community and exemplify what hospitality is all about.
Now on demand! Get started building engaging emails that drive revenue, right from your guest’s inbox.
Explore the Revinate CDP
Explore our Customer Data Platform (CDP), which uses advanced AI-driven machine learning to gather all the characteristics and clues about your guests in one place.
Shout out to the Revinate customers featured in this month's edition! Crown & Champa Resorts, The Meritage Resort and Spa, Napa, Thompson Seattle, and Twin Farms
Creativity is the highest form of wisdom
7 个月very cool