Revenue Management & Marketing
Revenue Management & Marketing How 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 üprice ülocation üonline reviews ……………………………….
51%
of travelers have written an online review about the accommodation upon return from a trip.
Source: TripBarometer Report
@dihelander
……………………………….
93%
of travelers worldwide say online reviews have an impact on their booking decisions.
Reputation Drives Revenue
Reviews impact Hotels that increase their review rating by 1 point can increase daily rate by Cornell University School of Hotel Administration
+11.2%
Bookings/Conversion Using this data, it’s easy to see how a relatively small investment in reputation management yields an extremely high ROI:
Ratings Impact Calculator Example 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
New potential guests see reviews
Guests write more positive reviews
Hotels identify ways to improve
Make operational improvements
Smarter Investment Decisions
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.
“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
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. 1 2
409%
3 4 5 6
Review Frequency 409% increase in volume
Review Origin
3 out of 4 come from Revinate platform
Popularity Index 15% average improvement
Revinate Surveys™ Hotel Brussels
Moved from #76 to #6 on the TripAdvisor Popularity Index
Las Suites Mexico City
• • •
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
Morning Star Express Hotel Pretoria, South Africa Moved from #56 to #22 on the TripAdvisor Popularity Index
Drive Direct Bookings
Direct Bookings Hotels shouldn’t pay OTAs a 15-30% margin to acquire the same guest again and again… Cost to a hotel for a booking
OTAs are the top sources used for leisure hotel shopping US Leisure Hotel Searches Expedia
41%
Google
35%
Hotels.com
35%
Travelocity Priceline
31%
Hotwire
22%
Kayak
21%
Brand Site
21%
TripAdvisor
18% 9%
~10 X more
23%
Orbitz
Booking.com
OTA booking cost
32%
Direct booking cost
Direct Bookings/Conversion Grow the profitability of your revenue by improving your channel mix, driving a higher percentage of direct bookings Push your curated reviews directly on your websites Reviews give customers confidence when booking, making them far less likely to leave to an OTA*
Destination Hotels & Resorts: Showing reviews makes website visitors 26% more likely to visit the booking engine
* 39% less likely, according to L2 Digital IQ report
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) campaigns 3. 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 revenue 5. Drive OTA winbacks to reduce commissions and increase net revenue
Filters Available in Most PMS’s 1. 2. 3. 4. 5. 6. 7. 8.
# of Stays Room Rate Families Room Types Channels Rate Codes Stay Date Ranges Check-in/check-out dates
9. Geography (Country, State, City, Zip Code) 10. Total Spend 11. Language 12. Food and Beverage Spend 13. Birthdays
Campaign Examples
Filter - Check-Out Date
Building Blocks in Practice “Past Guest Bounce Back” example campaign
= 1. 2. 3. 4.
Create automated, recurring email Target guests 30 days after check-out Exclude detractors (identified in Revinate Surveys) Exclude future reservations
OTA Winback/Rate Code 1. Automated, recurring email 2. Targets OTA guests 30 days after check-out 3. Excludes future reservations **Emails must be collected at the front desk**
We Miss You/Check-out 1. 2. 3. 4.
Automated, recurring email Targets guests 550 days after check-out Excludes detractors (identified in Revinate Surveys) Excludes future reservations
An Integrated Suite of 4 Building Blocks Revinate Rich Guest Profiles™ Revinate Engage™
In-stay marketing & communications, behavioral insights
Revinate Marketing™
Campaigns, guest preferences, demonstrable ROI Survey feedback, PMS data Rich data from social and reviews
Revinate Surveys™ Revinate Reputation™
Revinate Drives Revenue Revinate Rich Guest Profiles™ Revinate Engage™
In-stayupgrades marketing&&ancillary communications, Drives revenue before and behavioral insights during stay Campaigns, preferences, $10,509 Avgguest Revenue per campaign. OTA shift demonstrable ROI strategy. Survey feedback, in popularity 15% improvement PMS indexdata Rich data from in rating 1 point increase
social andtoreviews can lead 11.2% in ADR.
Revinate Marketing™
Revinate Surveys™
Revinate Reputation™
Thank You
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 üprice ülocation üonline reviews ……………………………….
51%
of travelers have written an online review about the accommodation upon return from a trip.
Source: TripBarometer Report
@dihelander
……………………………….
93%
of travelers worldwide say online reviews have an impact on their booking decisions.
Reputation Drives Revenue
Reviews impact Hotels that increase their review rating by 1 point can increase daily rate by Cornell University School of Hotel Administration
+11.2%
Bookings/Conversion Using this data, it’s easy to see how a relatively small investment in reputation management yields an extremely high ROI:
Ratings Impact Calculator Example 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
New potential guests see reviews
Guests write more positive reviews
Hotels identify ways to improve
Make operational improvements
Smarter Investment Decisions
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.
“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
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. 1 2
409%
3 4 5 6
Review Frequency 409% increase in volume
Review Origin
3 out of 4 come from Revinate platform
Popularity Index 15% average improvement
Revinate Surveys™ Hotel Brussels
Moved from #76 to #6 on the TripAdvisor Popularity Index
Las Suites Mexico City
• • •
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
Morning Star Express Hotel Pretoria, South Africa Moved from #56 to #22 on the TripAdvisor Popularity Index
Drive Direct Bookings
Direct Bookings Hotels shouldn’t pay OTAs a 15-30% margin to acquire the same guest again and again… Cost to a hotel for a booking
OTAs are the top sources used for leisure hotel shopping US Leisure Hotel Searches Expedia
41%
35%
Hotels.com
35%
Travelocity Priceline
31%
Hotwire
22%
Kayak
21%
Brand Site
21%
TripAdvisor
18% 9%
~10 X more
23%
Orbitz
Booking.com
OTA booking cost
32%
Direct booking cost
Direct Bookings/Conversion Grow the profitability of your revenue by improving your channel mix, driving a higher percentage of direct bookings Push your curated reviews directly on your websites Reviews give customers confidence when booking, making them far less likely to leave to an OTA*
Destination Hotels & Resorts: Showing reviews makes website visitors 26% more likely to visit the booking engine
* 39% less likely, according to L2 Digital IQ report
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) campaigns 3. 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 revenue 5. Drive OTA winbacks to reduce commissions and increase net revenue
Filters Available in Most PMS’s 1. 2. 3. 4. 5. 6. 7. 8.
# of Stays Room Rate Families Room Types Channels Rate Codes Stay Date Ranges Check-in/check-out dates
9. Geography (Country, State, City, Zip Code) 10. Total Spend 11. Language 12. Food and Beverage Spend 13. Birthdays
Campaign Examples
Filter - Check-Out Date
Building Blocks in Practice “Past Guest Bounce Back” example campaign
= 1. 2. 3. 4.
Create automated, recurring email Target guests 30 days after check-out Exclude detractors (identified in Revinate Surveys) Exclude future reservations
OTA Winback/Rate Code 1. Automated, recurring email 2. Targets OTA guests 30 days after check-out 3. Excludes future reservations **Emails must be collected at the front desk**
We Miss You/Check-out 1. 2. 3. 4.
Automated, recurring email Targets guests 550 days after check-out Excludes detractors (identified in Revinate Surveys) Excludes future reservations
An Integrated Suite of 4 Building Blocks Revinate Rich Guest Profiles™ Revinate Engage™
In-stay marketing & communications, behavioral insights
Revinate Marketing™
Campaigns, guest preferences, demonstrable ROI Survey feedback, PMS data Rich data from social and reviews
Revinate Surveys™ Revinate Reputation™
Revinate Drives Revenue Revinate Rich Guest Profiles™ Revinate Engage™
In-stayupgrades marketing&&ancillary communications, Drives revenue before and behavioral insights during stay Campaigns, preferences, $10,509 Avgguest Revenue per campaign. OTA shift demonstrable ROI strategy. Survey feedback, in popularity 15% improvement PMS indexdata Rich data from in rating 1 point increase
social andtoreviews can lead 11.2% in ADR.
Revinate Marketing™
Revinate Surveys™
Revinate Reputation™
Thank You
