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Reconquiste ventas de los OTAs con el marketing de contenidos
El documento aborda la necesidad de transformar el marketing en la industria hotelera, destacando el 'hypertargeting' para segmentar audiencias y personalizar campañas, lo cual puede incrementar significativamente los ingresos. Se proponen cinco campañas de marketing efectivas que incluyen encuestas, promociones, y estrategias de lealtad para mejorar la conversión y fidelización de los huéspedes. También se enfatiza en la importancia de administrar la información de los huéspedes para maximizar su experiencia y conexión con el hotel.
Reconquiste ventas de los OTAs con el marketing de contenidos
- 1. Reconquiste ventas de lasOTAs con el marketing de contenidos
- 2. #RevWeb AGENDA Por qué elmercadeo necesita cambiar ¿Que es el “hypertargeting”? Cómo tomar ventaja de la información de los huéspedes 5 campañas de marketing que debes estar utilizando
- 3. #RevWeb ANTES DE EMPEZAR 3 •Todos están mudos • Por favor, utilice su panel de control para hacer preguntas durante el seminario • Recibirá la grabación y los dispositivos de la presentación a dentro de 48 horas • ¡Participe en la conversación en Twitter! #RevWeb
- 4. #RevWeb CONOCER A 4 Jonathan Burling Gerentede Marketing, América Latina [email protected] Hugo Werner Director Comercial, América Latina [email protected]
- 5. #RevWeb SOBRE REVINATE • Enfocadaen la industria hotelera • Con más de 24,000 clientes en 143 países • Equipo dedicado a la región de América Latina Una empresa de tecnología como servicio basado en San Francisco, California Oficinas en Singapur, Sídney, Dubái, Ámsterdam y Nueva York
- 6. Por qué elmercadeo necesita cambiar
- 7. #RevWeb ¡Ninguna empresa hotelera! Porqué?? INTERBRAND “TOP 100 MARCAS GLOBALES”
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- 9. #RevWeb PARA HOTELES, 99%DEL MARKETING ES IGUAL!
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- 11. #RevWeb EL PUNTO FINAL 11 Sino identificas las personas adecuadas – las que quieren o tienen la probabilidad de reservar en tu hotel - ¡tu anuncio no vale nada!
- 12. #RevWeb LA TRANSFORMACIÓN DELMARKETING PARA HOTELES 12 Canales aislados Una experiencia coordinada Campañas de marketing Conversaciones continuas Identificar demográficas vitales El contexto lo es todo: “Hypertargeting” Mensajes genéricos Personalizado en todos los canales Antes Ahora
- 13. Que es el“hypertargeting”?
- 14. #RevWeb HYPERTARGETING 14 • Se refierea la habilidad de entregar contenido comercial con grupos específicos y segmentados que forman parte de una red • Para la primera vez, prometió a empresas direccionar sus anuncios a categorías de usuarios basados en su propia información como su perfil, intereses musical, deportes, películas, etc.
- 15. #RevWeb LOS MENSAJES PARANEGOCIOS 15
- 16. #RevWeb LOS BENEFICIOS DEMARKETING PERSONALIZADO 16 Producen más emails abiertos (30%) Estimulen la click-throughs (50% más) 76% de las ganancias por vía del marketing de contenido viene de campañas más avanzadas Fuente: DMA National Client Email Report 2013
- 17. #RevWeb LA PERSONALIZACIÓN FOMENTA“EL REVENUE” 17 • Mejora la tasa de conversión de 10 a 20% • Aumenta “el revenue” por 5% semana • Incrementa “el revenue” de 3 a 7 veces por cada visita • Estimula la lealtad de tus huéspedes! Fuente: Skift
- 18. #RevWeb CONVIERTE COMISIONES ENINGRESOS 18 Comisión promedio de los OTAs: 20% (hasta 35%) Costo promedio de una reservación directa: 4% 10 cuartos x 365 noches x $149/noche = $543,850 Comisión para los OTA por 10 cuartos/año: $108,770 Costo por reservas directas de 10 cuartos/año: $21,754 Revenue para el hotel en 10 cuartos/noches/año se convierten en: $87,016
- 19. Cómo tomar ventajade la información de los huéspedes
- 20. 20 ¿CUAL ES ELCICLO DEL HUÉSPED? Fuente: Quadri, 2010
- 21. #RevWeb Investigación Check-in Solicitud para otra almohada Resuelvaun problema Encuesta/Opini ón Reserva Campañas de lealtad Planificación GESTIONA EL CICLO DEL HUÉSPED! Copa de vino en el bar
- 22. #RevWeb INDENTIFICA LOS PONTOSPARA CONECTARSE 22 Antes de la llegada Durante la estadía Re-conectarse Reservas/Conv ersiones Críticas después de la estadía Marketing de lealtad
- 23. #RevWeb PASOS CRÍTICOS ALA LEALTAD 23 1. Guarda información del huésped (especialmente su correo electrónico)* 2. Empieza colectando preferencias y información general del huésped 3. Junta todo con la historia de sus estadías 4. Utiliza esta información para crear comunicaciones personalizadas *Si el huésped reserva por vía de un OTA asegura que la recepción recoge su correo electrónico
- 24. 5 campañas demarketing que debes estar utilizando
- 25. #RevWeb 1. CAMPAÑAS DEENCUESTAS 25
- 26. #RevWeb 2. PROMOCIONES DETIEMPO LIMITADO 26 Ocupación baja para el fin de semana inminente Aperturas para tu simulador de golf
- 27. #RevWeb 3. CAMPAÑAS DELEALTAD 27 Hi Asha, Registration is open for the 2015 Ottawa Marathon. Come stay with us again at a discounted rate!
- 28. #RevWeb 4. CAMPAÑAS DE“TE EXTRAÑAMOS” 28 Stay with us for your birthday! Hi Kate, A little birdie told us your birthday is coming up. Our gift to you is a special rate. Come celebrate with us! We’re looking forward to seeing you again. Thank you, Jane Mangiani General Manager Book Now
- 29. #RevWeb 5. RESERVAS DIRECTAS 29 Comeback and see us again! Hi Kate, Next time you’re coming to San Francisco, use this email to book directly with us. Here’s a special promotion code, just for you: We’re looking forward to seeing you again. Thank you, Jane Mangiani General Manager Book Now
- 30. #RevWeb TEST, TEST, TEST! 30 1.From: 2.Subjectline 3.Body 4.Content 5.Relevancy 6.Timing
- 31. #RevWeb HOW TO GETSTARTED 31 1.Collect ALL guest emails 2.Brainstorm campaigns 3.Invest in the right technology solution 4.Execute! 5.Test, test, test
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- 35. Contáctanos para un demo personalizado! HugoWerner Jon Burling [email protected] [email protected]
Notas del editor
- #2 JON
- #3 JON
- #4 JON
- #5 JON
- #6 HUGO Revinate is a software technology company based in San Francisco. With a dedicated focus to the hospitality industry, we have a suite of guest feedback solutions as well as CRM and Marketing automation tools for engaging guests and driving revenue through the guest experience. Over 24,000 Hotels using Revinate in over 160 countries. We work with independent properties, small brands and management companies, all the way up to the world’s leading management companies and hotel brands such as IHG, Wyndham and and Radisson. Working with these hoteliers has given us unique insight and expertise in hospitality which is what enables us to share these best practices today.
- #7 HUGO Great, thank you Betty. Hi everyone and thanks for joining us. Today, I’m going to discuss some critical best practices for running marketing campaigns. Before I dive into campaigns, I thought it would be important to talk about targeted marketing as a foundation for effective campaign planning.
- #8 HUGO If we start this off by looking at the industry from a broader perspective, it is relevant to ntice that on the Interbrand list of 100 top global brands there are no hotel brands. And that is not because of lack of scope or market capitalitzation.
- #9 HUGO Here are some numbers from the March 2015 edition of the TripBarometer report, which, as many of you know, is a report TripAdvisor releases a couple of times each year with various survey results and data insights on the hospitality and travel industry. One question this edition of the study asked hoteliers was, “How important do you think each of the following is for your business?” The results are fairly telling, As you can see. The number one item on the list is that 80% of hoteliers agreed that increasing repeat business was ‘very important’ to the future of their hotels. The second item is increasing numbers of direct bookings at 77%, and #3 is enabling people to book online. These three items are intertwined. The common theme is all about building loyalty and having direct, online relationships with guests. So, if hoteliers are wanting to focus on building one-to-one relationships with guests, and thereby capture direct bookings and increase repeat business, why is that a sign that marketing needs to change?
- #10 HUGO Because most of the hotel marketing we see today is exactly the same. Everybody talks about the same thing, look how great our beds are, look how beautiful our rooms are, our location is great, our amenities are top class. It’s all about your property. The same things are being said over and over again. So it’s really gotten to the point where everybody is online, everybody is on social media, and it’s no longer a differentiator, when essentially, the message is exactly the same across the board. So the real question becomes, what do you do now to set yourself apart from the competition?
- #11 HUGO And I think, judging from the TripAdvisor data that we just looked at, you guys already know the answer to that. The thing is, your guests don’t care about your hotel. They’re paying you. They care about their own needs and their own preferences. And hoteliers seem to know this, and they show this by placing the building of direct, one-to-one relationships with guests at such a high level of importance. So that’s exactly what we’re talking about, how hotel marketing needs to change so hotels can break through the noise of repetitive marketing, and completely differentiate their value proposition and the way they’re speaking to guests from the rest of the competition.
- #12 HUGO And the way you choose to speak to your guests is key, because the bottom line is, unless you are targeting the right guests at the right time with the right message, so, those who want to or are likely to actually book with you, your ad is…and it’s dramatic to say it’s worthless, but definitely, your add is ineffective. It’s wasted advertising dollars if it doesn’t work. That advertising spend could have been used elsewhere on a more targeted message to the right audience.
- #13 HUGO So what are hoteliers supposed to do, looking into the future? There are a few key trends that we’ve been noticing. The first is that you can no longer take a one size fits all to your marketing approach. Hoteliers can’t rely on just their website to bring in bookings, and they can’t just send identical emails to every guest and expect those emails to be successful with today’s travelers. Across this new web of coordinated experiences, on email and social media etc, each channel is so different that messaging needs to be crafted differently for each channel. A reply to a customer’s question on twitter is going to be very different than a response to an email or an online review. You have to think about the unique aspects of each channel. The second trend, is that we no longer have isolated channels in marketing. You’re not just talking to guests in person at the front desk or over the phone. You’re talking to them via email, social media, on review sites like TripAdvisor, and in some cases even via text message. It’s not just about one isolated communication channel, it’s about this web of coordinated experiences. The third trend is the shift from campaign-based marketing to continuous conversations. Marketing communications are no longer a singular blast. Traditional megaphone marketing doesn’t work anymore. You can’t shout at your guests, you have to talk to them, really cultivate a relationship based on interactions, purchase history, interests. But the final trend we’re seeing is an evolution of really basic, simple demographic targeting, to really hone in on who these guests are through hypertargeting. What is the context? What is this specific person looking for right now?
- #14 JON
- #15 JON Well, hypertargeting isn’t *that* new, although it has certainly gotten much more complex and sophisticated since the early days. MySpace actually was the first company to really put it into use, it coined the term in 2007 with the launch of their SelfServe Advertising solution. More recently, Facebook launched it’s ad targeting service in 2008. Ads on Facebook can be targeted to users based on: -keywords from their profiles -pages they’re fans of -events they responded to -applications used There’s also behavioral targeting: which uses information collected from an individual’s web-browsing behavior, like the pages that they have visited or the searches they have conducted to select advertisements to display.
- #16 JON Mention InGuest – nosotros tenemos este producto para un año y lideres como Facebook ya estan u It wasn’t long before Facebook launched it’s ad targeting service in 2008. Ads on Facebook can be targeted to users based on: -keywords from their profiles -pages they’re fans of -events they responded to -applications used Also, behavioral targeting: which uses information collected from an individual’s web-browsing behavior, like the pages that they have visited or the searches they have conducted to select advertisements to display. And this trend of brands building personal, one-to-one relationships with guests, and guests in turn expecting communications to be personal, relevant and convenient, is not going away. For example, just two weeks ago, Facebook announced the release of Messenger for Business and positioned it as a tool to provide businesses with a platform for marketing communications, customer service, and e-commerce. So, this takes messaging to the next level with an even deeper integration of brand-to-consumer communication. Communicating with guests on a one-to-one personal level, on their terms, on platforms they already use every day.
- #17 Targeted email campaigns produce 30% more opens than undifferentiated campaigns. They get 50% more clickthroughs, and overall, the data shows that 76% of all email marketing revenue comes from more advanced practices than generic broadcast email. This is why building a targeted marketing strategy is so important. You can start by working on building a relationship with your guests before they ever set foot on your property,. Start by collecting information about your guests so you can personalize your messages. It goes beyond email address, name and demographics details, we’re also talking about interests, personal preferences and reasons for visiting. Is your guest a foodie? A golf enthusiast? Once you have this information, you can segment your customer database and deliver more targeted promotions. That’s where you’re really going to start to see results.
- #18 CARRIE And there are huge benefits to this kind of undertaking, because once you understand your guests, you can give them what they want, maybe even before they know they want it. The data shows that truly personalized marketing has huge benefits, beyond open and click through rates, because it can help you: -improve conversion rates by 10-20% -increase revenue 5% per week or more -increase revenue by 3-7x per visit And ultimately, drive loyalty with your brand and keep your guests coming back again and again
- #19 All of this is especially important if the guest initially books through an OTA. Recently at the Eye for Travel conference, Doug Carillo, the VP of Sales and Marketing at Virgin Hotels said something that really resonated with me. He said that Hotels shouldn’t be trying to what the OTAs are doing. That’s not their job. Their job is to really knock that guest experience out of the park while the guest is on property, and continue that communication after the guest leaves, so that the guest establishes a relationship with that hotel or brand. So essentially, the OTAs are a great way to get new guests in the door, and hotels can’t do much to stop that one way or another. BUT, they CAN work to reduce their reliance on OTAs and reduce the amount they’re paying in OTA commissions by earning repeat business, and by encouraging current guests to share their experiences and inspire their social networks. And guests are doing this anyways, more and more often, they’re sharing on social media throughout their stays. It’s the hotel’s job to make that experience a personally relevant, memorable experience, Because, ultimately, this relationship is the key to taking back business from the OTAs If you can get this guest to book directly with you the next time he or she books a hotel, you’ve succeeded in cutting out the middle man and turning that OTA commission into revenue for your hotel.
- #20 HUGO
- #21 HUGO The first step in using data to enhance the guest experience and drive revenue is, You have to think about the lifecycle of a guest, to really get into their shoes and understand what their needs are, through their entire experience with your property. It starts with inspiration at the top of the chart as they decide where they’re going and begin pre-booking research. Once the hotel is booked, they’re planning the rest of their trip and soon arriving on property. After they’ve checked out, they’re providing feedback and writing online reviews, and it is important to remember that they’re sharing their experiences in social media throughout this entire process. As a hotelier, understanding the guest lifecycle is a huge opportunity for you to deepen your relationship with your guests. Because if you do it right, the guest lifecycle becomes a cyclical experience, rather than a linear one, so that specific guest not only books with your property or brand again, but perhaps inspires others to come stay with you and starts the process all over again.
- #22 HUGO And to truly plug into the guest lifecycle, you need a way to look at your data. You can do that with the right CRM, and this is crucial, because consolidating guest data is what powers your thinking and enables you and your staff to focus on a guest-centric strategy Let’s take this example. In this case, the hotel’s marketing team could send targeted messages to different segments. One segment might include those interested Golf and Weekend escapes, who live within 2 hrs of the hotel. Another might be an invitation to business travelers who are visiting, inviting them to extend their stay via a special rate. The collection of guest data via a CRM also enables your front desk staff to provide the best service possible. They can engage travelers across the entire travel lifecycle and make sure every experience is pleasant. Once an individual guest has booked, in this case, Rob, who we know from his guest profile is an avid Golfer and big spender, you can then deliver customized service while he is on property. You can make sure to book him for the golf simulator, upgrade his room and perhaps offer him a wine special at the bar based on his previous orders.
- #23 HUGO And in terms of identifying the right time for the right message to send to the right guest, the interesting thing to note about the guest lifecycle is, the majority of these engagement points do not occur on your hotel’s property. And In the same way, much of your guests’ evaluation of their experience is occurring before the stay and after the stay, on social media, as they share vacation photos, their friends comment, and discussion is fostered on Facebook for example. This understanding is critical, because you have to really understand what guests expectations and wants and needs are when they’re not with you. That’s the job of hotel marketing, is really delivering when your guests are not on property. And if you do it right, you can stimulate that re-engagement point by delivering the right experience and the right messaging for the right guest at the right time. And when you do this, the guest lifecycle becomes a cyclical experience, rather than a linear one, so that specific guest not only books with your property or brand again, but perhaps inspires others to come stay with you, book directly with you, and that and starts the process all over again. And as we talked about before, if you get those guests to book directly with you, you’re taking back that OTA commission, and it turns that OTA commission into revenue for your hotel.
- #24 HUGO Initiating this cycle starts with making sure you collect your guests’ contact information, especially email addresses. This step is critical, because if you don’t have an email address, that’s it. It’s game over as far as marketing is concerned, particularly if that guest booked through an OTA. You need that email address, so you can continue the direct, one-to-one relationship with that guest after the stay. Because, ultimately, this relationship is the key to taking back business from the OTAs. If you can get this guest to book directly with you the next time he or she books a hotel, you’ve succeeded in cutting out the middle man and turning that OTA commission into revenue for your hotel. Additionally, when a guest books through an OTA, many OTAs don’t share information on them. So once you have that email address, you can start to collect their preferences and other general information about that guest, like whether they’re coming alone or with their family, or with a husband or wife. And if you take that information and match it with historical stay information, you can start to create a profile of what that guest is like. Who are they coming with? What are their preferences? What amenities have they purchased in the past? And you can use that information to create targeted communications.
- #26 As far as post-stay communications go, one of the most important things you can do is to solicit feedback with a post-stay survey campaign. This does multiple things. First, it lets the guest know that you value their feedback, and really care about their experience. Second, It is a way for you to collect data, both for informational purposes on that specific guest, as well as general statistical information on the guest experience as a whole. For example if your guests are consistently complaining about your check-in process being slow, you know that one big way to build and deepen that relationship with your customers is to spend time and resources making that check-in process better. And then of course, with the right post-stay surveys solution, you can submit that feedback to be published on TripAdvisor, which has huge benefits for your online reputation. For example, with our customers, we see that TripAdvisor publishing can increase review frequency by over 400%, which has helped them make leaps up the popularity index. And of course, a higher ranking on TripAdvisor means more prospective guests see your listing, which means more bookings for you, and more opportunity to build relationships with guests. And these are just some of the ways that this kind of campaign can be a real game changer for your hotel.
- #27 For our next example, we’re going to look at how you can marry a couple of different data points to create Targeted, limited-time Promotions. And these are very effective ways to close that loop, get guests to return to your hotel and turn that guest lifecycle into a cyclical entity. In this example, the Avertine Inn has an exclusive, but new, high-end golf simulator at their Seattle property. They have noticed that their occupancy for the upcoming weekend is low. They also know that since the golf simulator is pretty new, they have a lot of openings for it. This would be the perfect opportunity to reach out and engage with guests who have identified themselves as golf enthusiasts in previous stays, whether they asked the concierge for recommendations on a local golf course or if they requested a booking at a nearby golf course, or they mentioned that they were there for a conference with golf events around it. So we talk about using multiple data points to create really targeted promotions, here’s another layer you can add onto this example. If the occupancy is low for THIS upcoming weekend, you’re much less likely to get a response from people who have to book a flight. Here’s where you can take advantage of geotargeting, so you can then identify guests who are within a two or three hour drive of your property, who are much more likely to book on short notice. And, with the limited, short time period of this campaign, you create an air of scarcity and exclusivity by offering a deal to a specific set of guests. Like, “Hey, we thought of you, specifically, and we can offer this to you, exclusively.”
- #28 Finally, a great BRING-BACK campaign can be the deciding factor that converts a one-time guest into a loyal customer for life. And there are a couple of forms that this kind of campaign can take. In this example a guest had previously stayed with the hotel for a local marathon. As a marathon runner myself, I can tell you, six months after the race, you might not remember so clearly how hard the marathon was, but you *definitely* remember how good it felt to get back to the hotel, get cleaned up, have a burger and a beer, and have a nap in a great hotel bed afterward. And if the hotel invites you back for the following year’s race, you’re going to think fondly of a hotel that remembers you too. If you are able to tie an invite back to your hotel to a specific detail about the guest’s stay, that is a fantastic way to reach them in a really personal way. Some other good ways to do the return invitation campaign is with a limited time offer, say, book by April 16th and get 10% off your stay. Or, you could specifically target your guests who had previously booked through an OTA to encourage direct bookings.
- #29 As another example, the possibilities are endless on different variations of “we miss you” campaigns. If you can collect your guests’ birthday, for example, this is absolutely a campaign you should be running. I mean, I get a birthday email from retailers I’ve shopped with before. I get one from people I don’t like. I get one from my dentist. I should definitely be getting one from a hotel that wants my repeat business. And on or near my birthday, you know depending on the year, maybe I’m feeling really good about myself, maybe I’m even a little depressed about getting older. Either way, I’m ready to treat myself. Retail has been doing this for years, and hotels should be doing it too. You can also do a “we miss you campaign” as a seasonal campaign. IF a guest stays with you in the fall, tell them in the spring how great you guys are in the summer. This works especially well if your hotel is very different seasonally. Say you have a guest who stays with you for a summer retreat. If they’re also interested in skiing or snowboarding, and you’re near a bunch of ski resorts, maybe they’d like to try you in the winter. There are so many different ways to enter into this conversation with your guests, and these are just some examples of ways you can create segments of specific groups of guests to send targeted promotions that are more likely to be effective. And the really cool thing about this you’re not just doing this to benefit your hotel. You’re creating value for your guests, which is really how you create that one-to-one relationship. If your guests value your communications, this relationship will in turn provide revenue value for your hotel.
- #30 And of course, let’s really just face this head on. If you want guests who previously booked with an OTA to book directly with you next time, you should absolutely be specifically targeting those guests. You could also use this same email strategy to offer promotions encouraging people to book on your site. I recently heard an example of a hotel that was offering the guest free access to everything in the minibar if they booked through the hotel and not an OTA!
- #31 And finally, the most important part of any email campaign is A/B testing. You need to be constantly trying new things, to fine tune your campaigns and figure out what works best with your audience. Here are six areas to consider: The From, or sender label. And this can be variable depending on your specific brand and property, so testing this is extremely important. Do you want to say this email is from the Avertine Inn? or if you’re a smaller property with a handful of highly visible employees, maybe your email should come from a favorite front desk clerk, Ricky at Avertine Inn. That all depends. Does it tap into the memory of the guest’s experience with your property, or is your guest going to say, “What? Who’s Ricky?” Another point: The subject line. Typically, keeping it under 50 characters is a good best practice. Other things to try might be different levels of personalization, like using the guest’s first name in the subject line, for example. There are some great studies out there on specific words to use and not use, so try different things, figure out what works and what doesn’t work in small batches. The body of your email. Not too long, not too many images, clean design, with a clear call-to-action are all good things to aim for. You want every email you send to your guests to have one thing that you want them to do, whether it’s book an amenity or upgrade to a suite. That’s actually another important point, is if you’re testing the efficacy of different campaigns, you want to send them in different emails. Don’t have multiple conflicting calls to action in one email, or it becomes difficult to see what worked and what didn’t. Having one specific goal in mind for each email can go a long way to your learning and getting more effective at sending personalized content. And 4, yes, the content. And actually, content, relevancy, and timing all go hand in hand. You need to ask yourself, is this the kind of offer that this specific guest is likely to buy at this specific point in time? Because if you’re not reaching the right person with the right offer at the right time, your email is not likely to be effective.
- #32 So let’s summarize what we talked about here, with a quick action item list. To get started building your own targeted marketing campaigns, you first need to start collecting ALL guest emails. This is critical. You cannot do any of this without that guest email, so this really needs to be a priority. Next you need to brainstorm campaigns, from the guests’ perspective, based on what their needs are and what your property offers. Then, you need to invest in the right technology solution, which will collect and process all of this information about your guests. And again, this is critical, because you can’t do any of this without a way to look at and sort your data to create segments and make it possible for you to deliver targeted, personal campaigns. And of course, you need to Execute and test! Do it! Figure out what works and what doesn’t work, Re-tool your message, try again!
- #33 HUGO At the center of inGuest is really detailed, rich guest profiles with everything from demographic information to past stay information to social profiles and interests. Our Guest Marketing Platform allows you to automate communications through the guest lifecycle, so you can be sure you’re communicating the right message at the optimal time during their experience with your property. And it allows for deep segmentation and targeting.