HTK Drive Digital. Post-visit marketing comms to drive loyalty and repeat visits

Post-visit comms to drive loyalty and repeat visits

Justin Bowser | @jkbowser

Chris Chamberlain | @chrischamberln

htk.co.uk | @htkhorizon

Over 13,000 users, across a range of sectors

hotelexecutive.com

They’ve just left… What now?

You’ll want to…

1) Manage your reputation

2) Encourage them to return

3) Create advocates of your brand

1) Manage your brand reputation

2) Encourage them to return

3) Create advocates of your brand

SOURCE: GLOBAL WEB INDEX. Q4 2014

Consumer shift to social

Consumer shift to social

Ofcom: Adults’ media use and attitudes – April 2015

Sharing experiences…

Basil:

“Is everything ok dear?”

Ask for feedback

Proactive surveys

Proactive surveys

Proactive surveys - incentivise

Proactive surveys - simplicity

• At checkout / exit

• Immediately by SMS • Email & webform • Quick and simple…

• Is something in it for me?

How likely is it that you would recommend [your company] to a friend or colleague?

Proactive surveys - NPS

Proactive surveys – open questions

• “If there’s one thing that we could do better next time, what would it be?”

• “What was the best thing about your visit?”

Monitor social media

Basil: Well, may I ask what you were expecting to see out of a Torquay hotel bedroom window? Sydney Opera House, perhaps?

The Hanging Gardens of Babylon? Herds of wildebeasts sweeping majestically...

Mrs Richards: When I pay for a view, I expect something more interesting than that!!

https://www.youtube.com/watch?v=tcliR8kAbzc

Positive experience = Expectation + 1

= Very happy

= Not happy

Review please!

???

Have an approach

• Get on the front foot

• Don’t wait until they post on Tripadvisor

• Capture and act on feedback

1) Manage your brand reputation

2) Encourage them to return

3) Create advocates of your brand

Don’t miss the boat…

• WiFi

• Booking journey

• Website

• Print

• On entry / exit

• By phone

Give them a reason

“Sign up for our email newsletter”. “Join our e-loyalty club to hear about what’s happening and receive exclusive offers. You’ll be entered into our competition to win…”

X

Do you know enough to encourage them to come back?

Learn what visitors love

Create and use visitor personas

Cultural explorers

Young couples

Business visitors

Families

“If we can attract this class of customer then the sky's the limit”.

Self-identify their persona

1. Family?

2. Frequency?

3. Current or lapsed customer?

Insight from your data

Location

Interests Average spend

Gender

Last booking date

Loyalty Length of stay

Activities?

Family? Age

Where are your customers?

xxxx xxxx xxx

Not all customers are the same

• Who are my most loyal customers?

• Which customers are most valuable? • Which have social reach and influence?

Engagement

Metrics to consider…

Encourage them to return

• Get them to opt in

• Bring your customer data together

• Use insight to target relevant comms

1) Manage your brand reputation

2) Encourage them to return

3) Create advocates of your brand

Don’t just sell!

“ BUY! BUY! BUY!

”

Grow a relationship

• E-news, not just E-selling • Create opportunities for social sharing and

social proof • Stay front of mind

Create opportunities for advocacy

• People trust their friends more than they trust your ads

• A picture tells 1,000 words

New customer

Experience

Feedback Change

and improve

Satisfied customer

Social advocate

Justin Bowser | @jkbowser

Chris Chamberlain | @chrischamberln

htk.co.uk | @htkhorizon