NB: This is an article by Nicki Graham, Marketing & Communications Manager at Guestfolio
We all know why hoteliers use OTAs. They are there to help you out, keep revenue up and room occupancy levels as high as possible.
But over time, OTAs have become the hoteliers back brace during quiet times and now, a convenience for guests.
Guests are used to an easy bookings process with OTAs, limited search time when looking for a destination or hotel and over all of that, the ability to see immediate price comparisons.
Instead of mulling over numerous ways to try and fight this, why not capitalize on it? As long as your getting more guests coming through the doors, having a good relationship with an OTA can actually be used to your advantage.
By all means, continue to optimize your website, manage your SEO and maintain omni-channel marketing to keep those direct bookings still coming in, however, below we suggest some effective ways of turning these unknown guests into loyal brand, and net promotors who will recommend to their friends and family and likely book directly in the future.
1. CAPTURE THEIR EMAIL ADDRESS AT ANY POINT POSSIBLE
It sounds like an obvious one, but can easily slip through the net. At check-in is the best opportunity for you to capture the guests’ email address and attach it to their profile. Create a field on the guest registration form and invite the guest to share their email address. Use incentives if the guest is reluctant – for example offer access to an online guest request portal, online survey at check-out and direct notifications about events, activities in the local area during their stay. If that tactic fails, there’s always the opportunity to ask the guest for their email when accessing the wifi. Simple, but effective at capturing what you need.
2. INVEST IN FACE-TO-FACE TIME AND MEMORABLE EXPERIENCES FOR YOUR GUESTS
While your guests are at the property, maximise the opportunity to showcase all that you have to offer. Provide a personal and memorable experience that will encourage them to not only share a glowing review following their stay but also recommend the experience to a friend or family member. For example, it may be a surprise personalised gift for them in the room, one they may Tweet or share with on Facebook with their friends. This is a difficult one to measure but one that, we’ve seen work time and time again. Remember, a personal experience can go way beyond remembering everyone in the family’s name….even the dog!
3. USE THEIR PROFILE INFORMATION TO TAILOR THEIR EXPERIENCE
By keeping the guest profile at the heart of your CRM or marketing platform, hoteliers can use this information to tailor what emails their guests see, what type of events are shared with them or what type of activities might be relevant for them. It can even be used to allow the hoteliers to remember and learn a little bit more about their guests’ preferences (type of pillow, favourite wine or food allergies). Using this type of technology to put this tailored information at their fingertips before and during their stay is extremely powerful and will be remembered after the guest leaves.
4. CAPTURE THEIR FEEDBACK AND RESPOND RIGHT AWAY
Understanding and listening to your guests is the best way to turn a bad experience into a positive memory. If a guest has a negative experience but is greeted with a personalised, timely email – or TripAdvisor response – regarding the issue, the guest will immediately turn their negative emotions into something positive. We’re all human, mistakes happen, people have bad experiences, what’s important is acknowledging the issue and using that experience to learn from and move on. You may be thinking, how will this help drive our direct bookings? All these elements contribute to learning more about your guests, understanding who they are and what their needs are – this in turn creates loyal customers that will, when asked, come directly to you to book again, or even recommend to their friends and family because of their memorable experience.
5. DON’T FORGET ABOUT THEM AFTER THEY’VE LEFT
Once the guest has left, this is where all the hard work you put in pays off! Using the email address you obtained at check-in, the profile information built up before and during their stay, the unforgettable memories that have stayed with the guest after they left and the data learnt from their survey/review feedback – you now have the tools to win them back. Segmentation by preference, experience, date and type of reservation enables you to tailor an invite back to your guests after a certain period of time. First, capture their attention by personalising the email – make it relevant to them and their needs – then, share an offer or incentive for them to come back if they book with you directly.
Using automated and segmented BringBack™ emails generates on average a click rate of 13% and an Open rate of 45%
SUMMARY – WHAT YOU’VE LEARNED
The best practices highlighted above are of course, bread and butter to most of you but putting them altogether and using technology to tie them together enables you as hoteliers to deliver a clear measurable strategy to help target and drive more direct bookings. Here’s a recap of the key points from above:
- Capture their email address!
- Invest in memorable experiences
- Use their guest profile to your advantage
- Capture their feedback and respond
- Don’t forget about them after they’ve left