Customer Centric Web - Service Doesn't Start in the Hotel
By Michael McCartan Managing Director Europe, the Middle East, and Africa, Duetto | February 03, 2013
Today's hotel booking environment is hardly straight-forward, it is instead a complex mesh of multiple consumer touch points that requires the marketing and revenue management departments to continuously readdress their approach to delivering their products to the market.
Direct bookings are challenged by third party sellers both through traditional travel agents and by the well-exposed online travel websites. To secure the direct booking you need to find a way of influencing the customer, enticing them to your own booking channel so that you can make the most revenue from every available room.
How you portray your business and hotel is crucial, and your service must deliver the same experience when they stay. With the web becoming more customer centric, by engaging fully with the online research and the purchase experience you can add value to your hotel proposition while providing positive impact on customers' purchase decisions.
Know the customer
Your historical customer data is an ideal place to start; here you can learn their demographics and where they are coming from. Understand which guest is the higher value guest, and from where you receive the more advanced bookings. Your customer knowledge will improve your chance to better develop and apply your hotel's persona.
In today's' multimedia world, personality is essential; people want to know what they are buying into and what sort of experience they will have when they arrive. Is your hotel chic with a flamboyant edge and if so, does your marketing, communications and customer communication reflect this? If you're a suave and classic property, do you deliver a sophisticated and formal experience?