Very interesting presentation by Thomas Landen, Revinate about How Rich Guest Profiles Transform Hospitality

1. How Rich Guest Profiles Transform Hospitality
thomas@revinate.com | www.revinate.com | @Revinate

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

4. 23,000 HOTELS IN 143 COUNTRIES

5. AGENDA
Key Trends
Rich Guest Data
How can hoteliers leverage guest data?

6. KEY TRENDS

7. REALITY OF THE VOICE OF THE CUSTOMER

8. THE HOTELS VIEW

9. THE OYSTER.COM VIEW

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

11. THE CHANGING LANDSCAPE
Flat screen TV Unique décor and themes

12. NECESSITY VS. EXPERIENCE

13. NECESSITY HOTEL: THE CITY HUB HOTEL

14. BEING PART OF THE CITY HUB COMMUNITY

15. EXPERIENCE HOTEL

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

17. FACEBOOK = GOOGLE

18. FACEBOOK = GOOGLE

19. GOOGLE = FACEBOOK

20. REVIEWS ARE PART OF SOCIAL MEDIA

21. COMPETITIVE PRESSURE
Worldwide, people consider an average
of seven properties when booking
…………………………………………………………………………………………………..……….
? ? ? ? ? ?ü
53%
1
-­‐
5
29%
6
-­‐
10
9%
11-­‐
15
5%
16
-­‐
20
2%
21
-­‐25
1%
26
-­‐
30
3%
30+
Source:
TripBarometer
report
March
2013

22. RESEARCH
22

23. 99% OF HOTEL ADVERTISING…
…is exactly the same.
Hotel Name
HOTEL

24. HOW DO YOU BREAK THROUGH THE NOISE?

25. THE BOTTOM LINE?
Unless you are targeting the right people — those
that want to or are likely to book your hotel —
your ad is worthless.

26. BIG DATA

27. MAKING SENSE OF BIG DATA FOR HOTELS
27
PERSONALIZED ADS
9X more effective

28. RICH GUEST DATA

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

30. CAPTURING CUSTOMER DATA

31. CAPTURING CUSTOMER DATA

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?

35. RICH GUEST PROFILES

36. RICH GUEST PROFILES

37. BETTER SERVE THEIR NEEDS

38. KNOW YOUR GUESTS

39. HOW CAN HOTELIERS
LEVERAGE GUEST DATA?

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

41. EXAMPLES OF PERSONALIZATION

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

43. DRIVE REVENUE WITH TARGETED CAMPAIGNS

44. SELECTING A TARGETED LIST

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

50. PERSONALIZED PRICING STRATEGIES

51. WHY DOES EVERYBODY PAY THE SAME?
$$$$
$$$
$$
$

52. PERSONALIZED PRICING STRATEGIES

53. THE PURPOSE OF RESEARCH BRIEFS
Make guest feedback data actionable for our
customers

54. MANAGER FINDINGS

55. IMPROVING YOUR PRODUCT OR SERVICE

56. UNDERSTANDING YOUR CUSTOMER

57. ENTERING MORE DATA

58. THE TRANSFORMATION OF HOTEL MARKETING
RICHGUESTDATA+SMARTGUESTMARKETING
SUPERIOR GUEST EXPERIENCE AND REVENUE $$

59. CONCLUSION: GUEST PROFILES
TRANSFORM WILL HOSPITALITY
Unprecedented Revenue Streams
Deep 1:1 Guest Relationships
Increased Guest Satisfaction
Exceptional Guest Loyalty
TRANSFORM HOSPITALITY

60. thomas@revinate.com
www.linkedin.com/in/
tlanden

61. Questions?