September 26, 2013 • By Dave Spector
A recent study revealed that only 10% of all companies use their existing data sources in a systematic way to increase revenue. Fortunately, the hospitality and tourism sectors have shown exciting improvement in this area over the last few years. Over the next two Numbers for Ninja posts, we'll suggest a few immediate steps you can take to leverage your data, increase visitation and drive more revenue:
- Review past guest geography: create a simple chart showing where your visitors come from… this can help target your marketing investments.
- Evaluate past guest demographics: your CRM, PMS or customer database can easily be queried to reveal the demographics of your customer base. Have low occupancy in certain periods? Who came right before, during and right after that period last year?
- Evaluate past guest frequency & spending: If you have periods of high demand, you can increase yield by sending special invitations to loyal customers who spent an above average amount on past trips.
- Measure sentiment: affordable reputation management tools like Revinate make it easier than ever to measure guest satisfaction on sub-segments of your product experience. You may learn that service issues or cleanliness are causing past guests to post negative reviews… thereby deterring future travelers. Conversely, you may also discover subtle components of your product experience that customers love, enabling you to celebrate those assets with potential new customers.
- Search engine data: chances are, your search engine reports include a treasure trove of info about how people find you. You can easily discern which other sites send traffic to you (i.e.: nearby attractions, CVB sites, etc). Then, reach out to establish deeper partnerships with these relevant players.
- Improve your product: the most important component of marketing is your product itself. How can you improve it to meet the desires of your customers? Amazingly, Facebook has given us a free way to do exactly that! Go to the search bar in Facebook and type: Favorite interests of people who like INSERT YOUR PAGE NAME. This will reveal the things your fans like to do… helping you evaluate your amenity mix!