Revinate’s 2024 Hospitality Benchmark Report has simply been launched, with a format that’s much more participating. This yr’s report gives an in-depth evaluation of over 1.8 billion emails and greater than 37 million visitor evaluations from 2023.

With the information totally reviewed, we’re excited to share actionable insights geared toward enhancing your direct income and elevating visitor experiences.

Our 2024 Hospitality Benchmark Report serves as a worthwhile device to evaluate your resort’s advertising methods and fame administration efficiency whereas permitting you to benchmark towards business friends. Right here’s a sneak peek into 5 key takeaways designed to boost your resort advertising and visitor suggestions efforts.

What you will note right here

1. Bettering your database well being considerably reduces OTA-dependency

Roughly 73% of EMEA hoteliers’ database data boast legitimate e mail addresses not obscured by OTAs, a significant indicator of e mail well being essential for database effectiveness. Why is that this nice information? The higher your database well being, the much less you rely on OTAs. You may talk to your visitors instantly all through their journey and retailer their information in your CRM.

However don’t let these OTA-masked emails be forgotten. We discovered that 31% of uncooked profiles inside resort databases in EMEA include OTA-masked emails, rendering as much as 31% of potential visitors inaccessible for retargeting. This not solely undermines the potential to realize loyal visitors but additionally impacts the income earned from reengagement efforts. This might result in elevated prices in reacquiring visitors and will scale back revenue margins.

So, what are you able to do to make sure no income is left on the desk? Accumulate all visitor information and promptly replace e mail addresses sourced from OTA bookings inside the property administration system (PMS). With the best know-how, notably identification decision powered by a Buyer Knowledge Platform (CDP), hoteliers can regain management over the visitor expertise and direct reserving income.

2. Sending extremely segmented emails improves conversion charges

Are you prepared for a visit that feels tailored only for you? The subsequent technology of vacationers positive is! They’re all about seamless tech, customized companies, and social vibes. So, how can accommodations step as much as match these travel-savvy preferences? Properly, it’s all about investing in tech, delivering customized experiences, and creating areas the place connections come naturally.

Our 2024 Hospitality Benchmark Report tells us that when emails are despatched to fewer than 5,000 individuals, they’re twice as more likely to result in motion in comparison with emails despatched to bigger teams. This implies it’s higher to ship emails which are tailor-made to particular teams of individuals relatively than sending the identical message to everybody.

As an alternative of sending similar messages to all visitors, it’s simpler to tailor totally different messages to smaller teams who’re more likely to have an interest. As an illustration, culinary journey is a well-liked pattern this yr. For visitors who’re meals fanatics, take into account providing particular reductions or €20 meals credit per visitor as a part of their keep.

To assist with this, you should utilize a Buyer Knowledge Platform. A CDP will bridge the hole between your numerous administration programs, like spa, restaurant, golf, and others that will help you establish a single visitor throughout all actions. As soon as you recognize your visitor’s particular pursuits, you possibly can tailor your messaging to them. This is sort of a kitchen for a chef, the place they’ve all of the instruments and substances they should make one thing scrumptious. With a CDP, accommodations can create advertising campaigns which are good for every particular person, making their expertise even higher.

3. Upselling methods maximizes income

In EMEA, 59% of hoteliers are tapping into the facility of upsells inside their affirmation or pre-arrival emails. This determine surpasses different areas. The impression of this technique is obvious, with upsell income from affirmation emails experiencing a notable 14.2% enhance, hovering from $73 (€67) to $83 (€76) per reserving. Equally, income generated from pre-arrival emails witnessed a strong development of 18.8%. These statistics underscore the effectiveness of automated upsell campaigns to create a constant income stream.

Among the many numerous upsell choices, Meals and Beverage (F&B) emerges as the preferred alternative. Nonetheless, it’s important to acknowledge that what works for one resort could not essentially yield the identical outcomes for one more. Tailoring upsell choices to swimsuit the distinctive traits of your property can considerably improve their effectiveness. As an illustration, in case your resort is positioned close to an airport, take into account incorporating airport switch gives into your upsell marketing campaign to capitalize on extra income alternatives. Likewise, in case your resort collaborates with native journey brokers, recommending tailor-made day journey packages for households or {couples} can additional increase income streams. By strategically aligning upsell choices along with your resort’s distinctive options and visitor preferences, you possibly can unlock untapped income potential and elevate the general visitor expertise.

4. Encouraging survey responses ends in worthwhile visitor suggestions

In EMEA, the common survey response charge stands at 9.4%, indicating the significance of actively participating visitors to assemble worthwhile suggestions. To maximise the impression of survey responses, it’s essential to implement greatest practices corresponding to routinely prompting respondents to cross-post their suggestions as evaluations. This not solely will increase the amount of evaluations to your resort but additionally enhances your rankings, bolstering your on-line fame.

If you wish to be taught extra about greatest practices for successfully leveraging visitor suggestions to drive steady enchancment and visitor satisfaction, learn our survey greatest practices weblog.

5. Implementing web site and cart abandonment campaigns leaves no income behind

Are you prepared to rework missed alternatives into income goldmines to your resort? Image this: Out of each 100 guests to your reserving engine, roughly 20 full their reservations. What when you might seize even a fraction of the remaining 80? It’s attainable! A easy follow-up e mail might safe a further 11 bookings, contributing to the EMEA regional common conversion charge of 17%.

Take, for instance, the Pulitzer Amsterdam of the Lore Group. By harnessing Revinate’s cart abandonment campaigns, they’ve achieved astounding outcomes with common open charges exceeding 80% and click-through charges of 21.6%. Don’t miss out on this game-changing technique — discover our complete information for examples and tricks to elevate your campaigns.

Benchmark your efficiency now towards the business’s numbers now

We belief that these insights from our 2024 Hospitality Benchmark Report will enable you to to boost your resort advertising and visitor suggestions approaches. Nonetheless, that is merely a glimpse. Our new 2024 Hospitality Benchmark Report gives a wealth of extra data.

To find how The July, IPP Resorts, and others enhance their direct income and create memorable visitor experiences, schedule a gathering with us at present to discover our options additional.