Leveraging the Customer Lifecycle for On-site and Post-departure Marketing (Part 2)

By Robert King General Manager, Travel & Hospitality, ClickSquared | May 15, 2011

As a follow-up to my last article, “The Lifecycle of Guest Relationships” this is the promised sequel. Part one of the article focused on the key stages of the customer lifecycle that occur before your customer arrives on your property and the communications opportunities that they present. (If you missed it, Click Here ). Today, I’ll focus on the communication opportunities that exist once a guest has arrived at your property and even after they’ve gone home. Developing a marketing program that addresses guest needs while on-site as well as post-departure enables you to engender deeper engagement, and ultimately, increase return visits.

In part one of this series, I discussed the fact that relevance begins with a keen understanding of the travel and hospitality guest lifecycle. To refresh your memory, a basic model is presented below in Figure A.

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Figure A

Handle Your Guests with Care

Hope you’re enjoying your stay. While marketers routinely focus on pre-arrival and post-departure communications, there is a huge opportunity to capture guests’ attention on-site, while they’re starting to decompress and shift their focus to their vacation (or work) plans.

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Coming up in August 2018...

Food & Beverage: Millennials Rule

The Millennial Generation has surpassed the Baby Boomers to become the largest living generation in America, and their tastes and preferences are being reflected in the Food & Beverage industry. In general, Millennials insist on more natural, healthier, less-processed food and beverage sources, and in part, this inspired the farm-to-table movement. However, now the trend is becoming even more pronounced and hyper-local. Millennials no longer simply want to know their food is farm-to-table, they want to know which farm, and where it's located relative to the community. As a result, hotel F&B directors are redesigning entire menus to feature area brewers, wineries, and family farms. Not only is this a proven way to satisfy Millennial tastes but it also opens the door for hotel guests to enjoy immersive experiences such as tours and excursions to local farms and breweries. Also, thanks in no small part to Millennials, coffee consumption is at an all-time high. In response, F&B directors are creating innovative ways to enhance the coffee experience for guests. Nitro-brewed coffee, cold brew, lattes on draft, and the introduction of unique milk options are part of this trend, as are locally sourced coffee beans where available. Millennial influences can also be found in the Craft and Artisan Cocktail movement where the same preferences for locally sourced and high-quality ingredients apply. One leading hotel even offers a drink menu featuring liquors infused with herbs recommended by experts for their health and well-being benefits. The August issue of the Hotel Business Review will document the trends and challenges in the food and beverage sector, and report on what some leading hotels are doing to enhance this area of their business.