Leveraging the In-hotel Experience to Drive Incremental Revenue
By Stacy Shaw President & Founder, m-k-t-g | August 09, 2010
So how do you maximizing guests' expenditures? By using a touch-point marketing strategy. Touch points are opportunities for generating incremental revenue from hotel guests throughout their stay from the moment of arrival to departure. Touch-point marketing involves determining the message, identifying the areas of opportunity, developing a method of delivery and tracking the conversion rate. In a nutshell, you have to tell the guest what you want them to do, how you want them to do it, affirm that they have made the right decision and tell them thank you for their spending. In addition to driving incremental revenue, touch-point marketing is critical to building brand loyalty.
The first key to a successful touch-point marketing campaign is a clear, concise message. Don't confuse your guest with too many messages. While we all like options, nothing is more frustrating or will get your guest to tune you out quicker than being inundated with multiple messages telling them what to do. Focusing on one to two message themes at a time will ensure clarity, deliverability of service and a high conversion rate.
The next steps in maximizing the effectiveness of every touch point are to identify where these opportunities exist and what is the best method of message delivery. Take the "five-senses" approach in developing touch-point delivery methods. Appealing to a guest's sense of touch, taste, smell, sight and hearing will help cover all the bases. While each property offers unique touch points, the following key areas are common to most:
A comprehensive touch-point marketing program begins before the guest arrives. From your hotel's website to the reservation confirmation, you can begin telling guests what you want them to do during their stay and even provide them with an incentive to comply. Make sure guests know about all of the amenities and services your hotel has to offer before they arrive.
Promote your restaurant, health club, spa, 24-hour room service, business center, golf facilities or business center. By providing this information in advance, you are helping the guest plan ahead to experience all that your property has to offer.