2. AN INTRODUCTION TO REVINATE
2
SaaS tech company based in San Francisco
Singapore, Sydney, Dubai, Amsterdam & NYC offices
Founded in 2009
Focused on Hospitality
Industry-leading Guest Feedback and
Online Reputation Management solutions
3. AN INTRODUCTION TO REVINATE
Our Mission:
Building the world’s leading
hospitality technology company
3
10. RISE OF THE MODERN TRAVELER
• Tech savvy and dependent on
mobile devices throughout all
stages of travel
• Prefer online and digital
communication to human
interaction
• Expect speedy service delivery
• Social media is an integral part
of their experience
16. MILLENIALS
(born between 1980 and 2000)
32% of travelers, by 2025 more than 50% of travelers
$430B in discretionary spending
31% of all spend is in deals
Far more emotional in terms of brand loyalty
Twice as likely to read reviews while researching
Care more about interesting than comfort
Spendmoretimeinpublicspacesthanprivatespaces
Open to sharing their information
29. ENGAGING TRAVELERS
Research
Trip
Planning
Check-‐in
Booking
acDviDes
Room
service
Booking,
visiDng
the
spa
Having
a
drink
at
the
lobby
bar
RequesDng
extra
towels
Scheduling
a
wake
up
call
Resolve
an
issue
Survey/
Review
Booking
Guest Data
Pre-‐stay
emails
32. TWO MAIN TYPES OF SEGMENTATION
(Demographic attributes)
Who they are:
1. Age (Millennials, Gen X, Boomers, etc.)
2. Location (Where they’re from)
3. Gender
4. Marital/Kids Status
5. Job Title/Education/ Industry
33. TWO MAIN TYPES OF SEGMENTATION
33
What they’ve done:
1. Usage/History (trip type, first
time guest, number of visits, average
spend)
2. Interests (yoga, golf, spa, foodie,
baseball)
3. Preferences (coffee vs. tea,
high floor, quiet room, newspaper,
feather pillows )
4. Experiential (feedback from
reviews or prior surveys, staff
interactions)
(Behaviors)
34. Disjointed Guest
Experience
High Cost and
Complexity
Operational
Overhead
WHY IS IT PAINFUL TODAY?
Data Integration
Nightmares
The linked
• Multiple vendors
• Multiple systems
• Multiple budgets
• Multiple dashboards
• Multiple owners
• High total cost of
ownership
• Vendor evaluations
• New system setups
• Ongoing training,
support, & updates
• Billing & accounting
• Policing usage
• Goals, KPI’s & ROI
measurement
• Different owners for:
• Pre-stay emails,
promotions,
upgrades, CRM
• Service workflows
• Reviews & social,
GSS
• Duplication, poor data
quality and limited
utility
• Siloed data that can’t
be extracted and
synthesized
Unworkable with
existing systems like
PMS, CRS, POS, loyalty
Who Is Your Guest?
40. USE OF RICH GUEST DATA
40
1. Deliver personalized service
2. Drive revenue with targeted campaigns
3. Build loyalty with relevant messaging
4. Targeted upsell campaigns
5. Personalized pricing
6. Learn from your guests
42. BUILDING LOYALTY
Here’s wishing many more years of happiness
@suzieandjohn #anniversary #goteamlove
Avertine Inn
Take me here @beezy
suzieandjohn
Beautiful couple!
Aww!
So pretty
Let’s go @sammyz
Aw thanks so much for sharing my photo!
@avertineinn
45. EXAMPLES OF HYPERTARGETING CAMPAIGNS
Hi Tony,
The Outside Lands lineup looks
great this year. Come stay with us
and enjoy a private shuttle to and
from the festival.
Hi Adele,
Nona Café just re-opened with a
brand new menu. Book now, and
get a 2 for 1 coupon for a prix fixe
dinner for two.
46. THE BENEFITS OF TARGETED MARKETING
+30%
Targeted email campaigns
produce more opens than
undifferentiated messages
+50%
*Source: DMA National Client Email Report 2013
76%
Targeted email campaigns
produce much higher click-
through rates than
undifferentiated messages
76% of all email marketing
revenue comes from more
advanced practices than
generic broadcast email
47. THE BENEFITS OF TARGETED MARKETING
Smaller, more targeted email sends get more
engagement than large, untargeted sends.
*Source: Marketo Benchmark Study
48. DESIGNING THE RIGHT EXPERIENCE
1. Girl’s Getaway
2. Business Traveler
3. Family vacation
1. Kids activities
2. Wine reception
3. Spa offer
49. Guest Marketing
Access a powerful,
ultra-targeted
communication center.
• Automated communications
through the guest lifecycle
• Trigger-based and custom
marketing campaigns
• Email & SMS text messages
• Deep segmentation and targeting
TARGETED UPSELL CAMPAIGNS