- HOTEL TYPE: Group
- SOLUTIONS USED: Revinate Advertising, Reservation Gross sales, Purchasing Cart Abandonment, Ivy, Visitor Suggestions
- REGION: North America
- GOAL: Drive direct income
- STRATEGY: Leverage visitor information for omni-channel advertising and marketing
- RESULTS: $35 million in direct income
Meet the shopper
“Our centralized visitor information is powering all our visitor communications, together with electronic mail, paid social, our web site, and texting. We will share our model story utilizing visitors’ most popular channel of communication.”
Michael Givens
- Vice President, Digital Advertising & eCommerce at EOS Hospitality
The model
Based mostly in Manhattan, EOS Hospitality (EOS) is a full-service hospitality administration firm with best-in-class, distinctive motels that span from experience-driven, choose service to 5-star luxurious properties.
The problem
For EOS Hospitality, journey demand has been robust over the past couple of years, particularly within the drive-to markets serving leisure visitors. However with rising operational bills because of inflation, a recession on the horizon, and a altering privateness panorama that makes it more durable to market to visitors on-line, the e-commerce workforce needed to ensure they had been ready for altering market circumstances.
The EOS workforce recognized areas for enchancment with their method to driving direct income for his or her motels. And not using a central information platform, visitor information was siloed and fractured. There have been duplicate visitor information, lacking information factors, and no method to consolidate information.
To derive data-driven insights, the workforce would dig for information in Google Analytics, electronic mail advertising and marketing platforms, income administration platforms, and extra. It was time-consuming to do this at only one lodge and not possible to be efficient throughout a portfolio of 40+ motels.
The answer
With the rising risk of a recession and internet advertising changing into much less dependable, the corporate knew its success hinged on driving direct bookings throughout each stage of the shopper journey on the lowest acquisition price attainable.
The workforce determined to consolidate know-how and selected Revinate as the only vendor to energy their omni-channel advertising and marketing technique.
To begin, the workforce used Revinate to consolidate and centralize their visitor information, bringing it collectively in Revinate’s Visitor Knowledge Platform and making certain it was cleansed and de-duplicated. This information turned the cornerstone of EOS’ visitor advertising and marketing technique, permitting the workforce to grasp their myriad visitor segments and market to them throughout all key channels, together with electronic mail, internet, textual content, and voice, in a personalised approach that drove conversions.
With visitor information centralized, EOS may lastly launch automated emails in a sequence of touchpoints all through the visitor’s journey.
“Automation with Revinate Advertising is really easy.” Ross McAlpine, Director CRM, explains. “We recognized the touchpoints we needed to create, established the fitting segments for every message, decided the sequence we needed to ship them, and created the design of the e-mail campaigns themselves. Revinate automates the remainder, working within the background to energy our always-on income machine. We use this automation to energy every thing from advertising and marketing emails when somebody indicators up for emails on our web site to how we provide visitors upgrades throughout the pre-arrival stage of their visits.”
With Reservation Gross sales, EOS Hospitality has the instruments to drive higher inbound telephone name conversions and seize leads from visitors who abandon the reserving engine on the web site. By being proactive throughout the visitor reserving journey and guiding visitors when the chance arises, EOS has pushed $2.1m in direct bookings in lower than 1 yr.
Along with driving direct income, Revinate can be saving the EOS workforce time and sources by gathering and understanding visitor sentiment. With Revinate Visitor Suggestions, the method of sending out visitor surveys and aggregating the outcomes is absolutely automated.
“Revinate helps us uncover the areas the place we’re excelling and the place we have to enhance,” says Mike Givens, VP, Digital Advertising & e-Commerce at EOS Hospitality. “This information means every thing to any lodge assortment that’s critical concerning the visitor expertise.”
With all information feeding into Revinate, EOS can break down the silos between revenue-generating departments and orchestrate omni-channel visitor journeys.
“Our centralized visitor information is powering all our visitor communication channels, together with electronic mail, voice, web site, texting, and paid social,” Givens explains. “We will share our model story utilizing visitors’ most popular channel of communication.”
The outcomes
With Revinate, the mixture of instruments and information permits EOS Hospitality to maximise direct bookings and hold acquisition prices low.
“We’ve grown rapidly over just some years as a result of we’re a workforce of forward-thinking individuals who can spot tendencies out there and react rapidly to them by utilizing know-how and information in an efficient approach,” says McAlpine. “Revinate is a key element of how we try this.”
By making visitor information actionable and offering easy-to-use instruments for advertising and marketing, Revinate has helped drive greater than $35m for EOS Hospitality since launching in 2021. Every marketing campaign drives a median of $32k in direct income, serving to to scale back reliance on Third-party promoting and dear OTA bookings.
About Revinate
Revinate empowers hoteliers to immediately join with their visitors.
Our Visitor Knowledge Platform and communication options unlock income for hoteliers and put them accountable for the complete visitor expertise — preliminary analysis, reserving, check-in, all through the keep, and even after take a look at — all through the communication channels that visitors desire, whether or not it is voice, textual content, electronic mail, or internet.
Greater than 12,000 motels globally financial institution on Revinate to drive direct income and ship pleasant visitor experiences.
Ask us how we do it. Go to our web site to get a demo.
Sanjana Chappalli
VP of Model Advertising and Communications
Revinate, Inc.