Hotel Digital Lab – London: How to increase profit in a digital and data-driven world
Nicola Graham, Director of Marketing, International, at Cendyn, highlighted changing guest expectations. Over 50% of internet users said it would take just one bad experience with a company in the travel sector before they switched. In the world of big data, personalised experiences now shape the hospitality industry, she argued, pointing to research showing that 62% of ‘online adults’ have chosen, recommended or paid more for a brand that provides a personalised service or experience.
But how can hoteliers align with this shift to drive success. ‘Use actual intelligence to put the guest at the heart of what you do,’ she argued, and highlighting three main areas to focus on: data (enhanced guest profiles using CRM to bring all your data together); action (communication automation); and impact (business intelligence and analytics.
Cendyn’s clients have seen the benefits of segmentation, for example, finding that open rates for segmented automated emails were 47% versus 25% for generic newsletters. Also, Graham talked about how to turn negative social media feedback from consumers into a positive, by apologising publicly for any issues they had during their stay and offering complimentary incentives for booking again.
If you take on CRM, Graham argued the importance of working collaboratively across your hotel and across teams, determining your strategy, setting objectives as an organisation, outing in place team leads and setting KPIs (for example, VIP scoring, OTA channel shifting to direct, email marketing campaign ROI) in stone.
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