Marketing Analytics for Independent Hotels
By Michele Walters Co-Founder, Origin World Labs | January 26, 2014
Unlike branded companies, the independent hotelier faces a distinct marketing challenge and that is to suggest a lifestyle proposition that is distinguishable, unique and seductive.
Independents must compete with the loyalty and the global pull inherent in a brand name. However Independents have a distinct advantage in that they can provide personalized, nostalgic experiences to their guests through every conceivable guest touch point. The larger branded companies make use of Marketing Analytics to inform their decisions. Should independents do the same, the benefits would be instantaneous as given their nature, they can more quickly adapt to the data driven answers derived from Marketing Analytics. To be a viable contender, Independents should be making use of Analytics to create true real one-to-one marketing on a large scale.
Let's address a few questions to which Analytics provide answers:
How Can I Understand my Current Guests?
Profile Analyses from detailed guest segmentation. The expectations of the empowered guests are great. They demand personalization in their promotions, their products and services and they must be heard. Getting to know the guests and intimately, will ensure competitiveness and efficiency, protection of the guest experience and result in loyalty. Analytics makes use of data mining strategies and segmentation analyses to identify patterns in guest behavior. Data is derived from the PMS, POS, Folios, CRM, if you have one, loyalty programs, post stay surveys and these are weaved together to distinguish patterns. From these patterns, complete guest segments, clusters or personas are developed. The current and future purchasing needs and propensities of these personas can be quickly identified. The personas can be wooed with personalized promotions and a custom assortment of products and services. With this enlightened understanding, you can now meet the demands of your personas and engage with them. Now, you have gained their patronage, their loyalty and new guest referrals. With the agility possessed by Independent Hotels, you can treat all your guests well and your exceptional guests exceptionally well with a level of service that ensures profitability.
How Can I Make My Unprofitable Guests More Profitable?