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Revenue Management & MarketingHow combining your efforts can unlock hidden revenue potential
Reputation Drives Revenue
Revinate Reputation™
In a world where your content and prices are similar to your comp set, reputation can be the deciding factor in a booking decision
Top 3 Factors for Booking Decisions
üpriceülocation
üonline reviews
Source: TripBarometer Report
93%of travelers worldwide say online reviews have an impact on their booking decisions.51%
of travelers have written an online review about the accommodation upon return from a trip.
……………………………….……………………………….
@dihelander
Cornell University School of
Hotel Administration
Reputation Drives Revenue
Reviews impactHotels that increase their review rating by 1 point
can increase daily rate by
+11.2%
Ratings Impact Calculator Example
Using this data, it’s easy to see how a relatively small investment in reputation management yields an extremely high ROI:
Bookings/Conversion
Average Review Rating
Reputation Improvement
Improved Rating
Revenue Increase
3.5
0.5
4.0
+5.6% in ADR
Proactive Online Reputation Drives Results
Hotels access feedback
Hotels identify ways to improve
Make operational improvements
Guests write more positive reviews
New potential guests see reviews
Smarter Investment Decisions
“Just after a re-branding, our occupancy comp index was at 70-80%. Due to our daily analysis using Revinate, our occupancy index is exceeding 100%. As of now, we are able to yield more aggressively, thus remarkably impacting our RevPAR.” David Eisenbraun, GM Pier 2620 Hotel, San Francisco
Pier 2620 Hotel found via Revinate’s
sentiment analysis that they were receiving frequent
negative comments about beds. After replacing the beds, they receive largely
positive feedback.
Smarter Investment Decisions
Which capital investments will best help you to maintain or grow RevPAR?
Should we update the bathrooms or
install new TVs?
Sentiment analysis can provide critical guidance
The Hidden Power of GSS
Revinate Surveys™
The Problem with Traditional GSS
How are booking decisions made today?
Revinate Surveys™
Drive your review volume and improve reputation.
Review Frequency409% increase
in volume
409%
Review Origin3 out of 4 come from
Revinate platform
2
6
5
4
3
1
Popularity Index15% average improvement
Moved from
#76 to #6 on the
TripAdvisor
Popularity Index
• Improved feedback volume
by 710%• Moved from #134 to #51 on
the TripAdvisor Popularity
Index
• Increase average review
score by 21% from 3.7 to 4.5
Moved from
#56 to #22 on the
TripAdvisor
Popularity Index
Revinate Surveys™
Hotel Brussels Las SuitesMexico City
Morning Star Express HotelPretoria, South Africa
Drive Direct Bookings
OTAs are the top sources used for leisure hotel shopping
ExpediaGoogleHotels.com
Travelocity
Priceline
Hotwire
Orbitz
Kayak
Brand SiteTripAdvisor
Booking.com
41%35%35%
32%
31%
23%
22%
21%
18%
9%
21%
Cost to a hotel for a booking
OTA booking cost ~10Xmore
Direct bookingcost
Direct Bookings
Hotels shouldn’t pay OTAs a 15-30% margin to acquire the same guest again and again…
US Leisure Hotel Searches
Direct Bookings/Conversion
Push your curated reviews directly on your websites
Reviews give customers confidence when booking, making them far less likely to leave to an OTA*
* 39% less likely, according to L2 Digital IQ report
Grow the profitability of your revenue by improving your channel mix, driving a higher percentage of direct bookings
Destination Hotels & Resorts: Showing reviews makes website visitors 26% more likely to visit the booking engine
When rich guest data is combined with an advanced marketing automation platform, hotels and hotel groups can create valuable personal relationships and loyal guests.
Email Marketing & Revenue management
1. Address forecast periods of low demand with highly targeted and segmented email marketing campaigns
2. Mitigate last minute cancellations with quickly created (and targeted) campaigns3. Gain insights into all segments to help inform optimal mix of business (e.g., do
your direct bookers spend more than OTA guests?)4. Create upsell campaigns to drive additional revenue5. Drive OTA winbacks to reduce commissions and increase net revenue
1. # of Stays2. Room Rate3. Families4. Room Types5. Channels6. Rate Codes7. Stay Date Ranges8. Check-in/check-out
dates
9. Geography (Country, State, City, Zip Code)
10. Total Spend 11. Language12. Food and Beverage Spend13. Birthdays
Filters Available in Most PMS’s
Campaign Examples
Filter - Check-Out Date
Building Blocks in Practice
1. Create automated, recurring email2. Target guests 30 days after check-out3. Exclude detractors (identified in Revinate Surveys)4. Exclude future reservations
=
“Past Guest Bounce Back”example campaign
OTA Winback/Rate Code
1. Automated, recurring email2. Targets OTA guests 30 days after check-out3. Excludes future reservations**Emails must be collected at the front desk**
We Miss You/Check-out
1. Automated, recurring email2. Targets guests 550 days after check-out3. Excludes detractors (identified in Revinate Surveys)4. Excludes future reservations
RevinateEngage™
Revinate Marketing™
Revinate Surveys™
RevinateReputation™
RevinateRich Guest Profiles™
Rich data from
social and reviews
Survey feedback,
PMS data
Campaigns, guest preferences,
demonstrable ROI
In-stay marketing & communications,
behavioral insights
An Integrated Suite of 4 Building Blocks
RevinateEngage™
Revinate Marketing™
Revinate Surveys™
RevinateReputation™
RevinateRich Guest Profiles™
Rich data from
social and reviews
Survey feedback,
PMS data
Campaigns, guest preferences,
demonstrable ROI
In-stay marketing & communications,
behavioral insights
Revinate Drives Revenue
1 point increase in rating
can lead to 11.2% in ADR.
15% improvement in popularity
index
$10,509 Avg Revenue per campaign. OTA shift
strategy.
Drives upgrades & ancillary revenue before and
during stay
Thank You
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