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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