360 Guest Marketing: From Booking to Check Out
By Tom O'Rourke President & CEO, O'Rourke Hospitality | April 23, 2017
Mobile devices are not only important when planning trips, they are indispensable to guests when they are on the actual trip. According to the Expedia and Egencia Mobile Index published last year, travelers rank their smartphones as their top priority when on the go. Mobile devices are so important that survey respondents ranked them higher than a toothbrush or a driver's license.
The mobile experience extends beyond the point of booking the room-it's now an integral part of the journey. In fact, more than half of the survey's respondents agreed to feeling "lost" without their smartphones on a vacation, and 35% reported using their phones more on vacation than they typically do at home.
Today, most hoteliers' marketing concerns revolve around finding new guests, enticing them to book, and getting them happily checked into their rooms. But what if you thought about how a guest's journey begins at the moment they book a room? What if you developed a mobile marketing and communications strategy that initiates as soon as they make their reservation with you?
Be with Guests Every Step of the Way
The average smartphone user interacts with their device 150-200 times per day. If your guest books five nights, that's, theoretically at least, as many as 1,000 opportunities for you to engage with them during their stay!
Once guests are en route to, and then find themselves firmly on your property, the opportunities you have to engage with them are nearly unlimited. You can start to encourage them to take advantage of everything you offer before they even enter your lobby for the first time.
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