‘The OTAs know more about your guests than you do.’ It’s a harsh comment but one that rings true for many. By compiling data and learning guest behaviour over time, OTAs have a competitive advantage over hotels in this field. This type of powerful data aids in marketing, advertising and product progression plans. The OTAs have mastered its use but it’s time for hoteliers to join in on the party too.
Friday June 16, 2016 – Vancouver, BC – RoomKeyPMS announced today it has renewed its strategic partnership with Guestfolio, making it part of their RoomKeyPMS software solution package. Guestfolio offers a best-in-class hotel guest marketing platform empowering hoteliers with the tools they need to run their property and manage all guest communications. Read More
Automated transactional emails can be the cornerstone of a hotels’ communication strategy – they share details about the transaction, include all reservation information and hotel details to ensure the guest has everything they need. They can also be automated from a number of services such as the hotel PMS or CRM and provide the customer with what they need at the time of booking. Most people believe this is where automation ends and that any other communication will be made once they’ve checked in, but this is just where it begins.
As you may have seen, TripAdvisor announced in early May that it has been rolling out a new and improved popularity ranking algorithm across their site over the past few months. This new enhanced algorithm was rolled out for hotels between February and April 2016 and is now being used across the vast majority of the site.
As of February 2016, WhatsApp surpassed the 1 billion users mark. That means 1 in 7 people in the world now use it and what’s more, 42 billion messages are sent daily using the app (compared with a mere 20 billion by SMS). Even more recently, you may have read (or seen in the app) that WhatsApp has made data and communications as secure as possible using end-to-end encryption. I think it’s safe to say 2016 has been a big year for WhatsApp so far, but why is this so important for us in the travel industry?
“Guestfolio has launched its updated hotel marketing platform that drives guest engagement, retention and conversion throughout the travel journey. With the guest profile at the heart of the platform, hoteliers have the opportunity to personalize the travel experience for their guests, gain insights on their visitors, and use tools that build lasting brand loyalty and encourage increased conversions from OTAs to direct bookings. The email marketing platform built uniquely for hoteliers encourages highly targeted and personalized campaigns to be designed and sent in minutes. Post-stay communications, surveys, and a seamless integration with TripAdvisor allow for an increased number of reviews and improved review monitoring.” Read More