TECHNOLOGY
THE OPPORTUNITIES AHEAD OF US ARE STILL MASSIVE AND WE NEED TO REMAIN VIGILANT AND CONSISTENT . THE MORE INTEGRATED WE ARE , THE MORE RELEVANT AND CONSISTENT WE ARE ACROSS ALL TOUCHPOINTS .
– VINCENT LEGRANDE
eCommerce , EOS Hospitality . “ Our strategy also involves collecting guest feedback upon arrival , mid-stay and poststay , which allows us to personalize service throughout the guest lifecycle .”
Once a guest checks out , the company automates personalized email marketing campaigns to reactivate these guests based on their known stay patterns and purchase behavior , Givens adds .
Radisson Hotel Group ’ s engagement strategy is personalized depending upon the guest ’ s profile and strategic insight to ensure that content is relevant . “ The opportunities ahead of us are still massive and we need to remain vigilant and consistent . The more integrated we are , the more relevant and consistent we are across all touchpoints ,” Legrande says .
To ensure complete integration , many hotels integrate CRM systems with loyalty programs . For Radisson , the integration of their loyalty platform , profiles and associated interactions is a critical foundation of their CRM landscape . Similarly , the CRM interactions ( channel interactions , web / app interactions ) are also an important foundation for Radisson ’ s loyalty program execution , Legrande adds .
EOS Hospitality offers a built-in loyalty program , along with integrations with a third-party loyalty network .
While ROI of the system can be measured through guest stays , cross collection stays and increased guest experience , driving guest engagement and satisfaction is of utmost importance , according to hoteliers .
However , the ROI on the system varies ,
OUR STRATEGY ALSO INVOLVES COLLECTING GUEST FEEDBACK UPON ARRIVAL , MID-STAY AND POST-STAY , WHICH ALLOWS US TO PERSONALIZE SERVICE THROUGHOUT THE GUEST LIFECYCLE .
– MIKE GIVENS
AS AN EXAMPLE , YTD — ONE OF OUR LARGER HOTELS HAS PRODUCED US $ 260,000 IN REVENUE VIA EMAIL MARKETING CAMPAIGNS , US $ 443,000 IN CART ABANDONMENT REVENUE AND US $ 83,000 IN ROOM UPGRADE REVENUE , WHICH EQUATES TO A 157 % ROI .
– RICK PATTEN
says Sightline Hospitality ’ s Patten .
“ As an example , YTD — one of our larger hotels has produced US $ 260,000 in revenue via email marketing campaigns , US $ 443,000 in cart abandonment revenue and US $ 83,000 in room upgrade revenue , which equates to a 157 % ROI ,” Patten says .
“ The ROI of the data is almost immeasurable , and our CRM system assists in making that data accessible and actionable by our teams ,” Givens adds . “ We can track direct revenue from the various campaigns we send out , but more than that , it ’ s a way for us to connect and reactivate former guests and use the data to improve our experience .”
74 hotelsmag . com October 2022