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HOW IMPORTANT IS THE DIRECT SELLING?

Updated: Sep 6, 2020

HERE ARE THE 5 BEST Techniques to Explode Your REVPAR with Direct Selling



1. Creating a more Meaningful Customer Experience:


One of the most important aspects of running a business is making sure that you’re

providing the best service possible to each and every one of your customers. When

providing the upsell to your customers, you’re entering into a more satisfying

relationship between you and your customer. As that expert, with your know-how

and experience, giving your customers the option to upgrade their intended purchase

and explaining to them all the benefits involved, whether it be a service or product,

will make them feel as if they’re “winning,” and so will you. A happy customer equals

a loyal customer and a loyal customer equals the path toward greater customer

retention.


2. Personalize intelligently with segmentation:


Hotels are classified as Luxury & Upper Upscale, Upscale & Upper Midscale or

Midscale & Economy, consistent with STR classifications.

You'll annoy your customers if you pester them with multiple pop-ups, pressure them

to buy, or suggest irrelevant add-ons. It really comes down to humanizing the upsell

by using segmentation to personalize more intelligently. And it’s not just that

consumers expect personalization. Some are willing to pay for it:

As you start to build your segments, consider targeting for both behaviour and

events. That way you can use past customer experiences to tailor upsells with

precision. Some examples:

• Length of stay

• Repeat guests

• Analysis for previous promotions

• Market code

• Rate code


3. Match guest with the right offer and sell well with right marketing:


Remember, it’s essential to promote them well. It’s not enough to simply place

ancillaries on a screen and cross your fingers. You’ll need to craft compelling

marketing copy, choose a vibrant image, and price the product well. Show the guest

that you understand their needs and humanize the offer in a way that connects the

offer to the guest. Let’s face it, it’s 2019 and we all have a pretty good understanding

of social media and how it works, right? But what if I told you that Twitter has 6

different forms of communication networks or that Facebook is most active on

Fridays, do you still think that you’re a social media guru? ‘‘Social networks are

one of the fastest growing industries in the world’’.

Social media marketing has the power to increase customer loyalty. 71% of

consumers who received a quick response on social media would recommend the

brand to others.


4. Recognize loyalty - even without a loyalty program


In the U.S., 72% of online consumers are members of a loyalty program, and 69% of

those consumers “find special treatment important.” Yet that desire extends only so

far in hospitality: “two-thirds of U.S. elite hotel loyalty program members would pick a

different hotel for a better price Loyalty is no longer assured. This makes recognizing

repeat guests during the booking flow even more important. Knowing a past guest’s

stay history helps predict which potential upsells or other perks may work best. It’s

like empowering hotels with a superpower: soft loyalty that recognizes and rewards

repeat guests with more personalized offers. Loyalty programs have become key

elements for development and operations.It is good to see domestic chains launch

loyalty programs, although some consolidation – of programs, and not ownership –

could create greater real value.


5. Finally: Use your data!


A test and learn mind set works wonders for improving your direct conversion. Be thoughtful and

intentional, and look beyond your rooms to leverage restaurants, spas, on-site amenities, and indestination

partnerships. Here are some ideas to get the juices flowing:

You can use your data to evaluate experiments, mix and combine walk rates with various offers

and evolve your approach over time. Repeat this cycle a few times, and you’ll not only

understand what engages your guests, but you will see stronger performance . Which, of course,

means More Revenue!

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