5 Tips to Growing Your Hotel Database for increased Revenues and a Better Guest Experience
ZDirect says a rich customer database is key to helping hotel marketing strategies succeed, drive revenues and increase guest loyalty
One of the most valuable assets a hotel has is its customer database, according to ZDirect, the hospitality pioneer of Hotel Marketing Automation and the industry's leading Email Service Provider (ESP). Information, such as demographics, purchase behaviors and buying preferences can guide marketers to develop strategies that deliver higher conversions on their campaigns. Guest preferences, survey feedback and purchase behaviors collected can help anticipate a guest's needs before staying at the hotel. A quick and effective strategy hotel marketers can turn to when needing a revenue boost is deploying an email push campaign to the hotel's past guest database. Without collecting email addresses from every guest at check in, two-way communications with guests becomes a challenge, and getting to know each guest on a micro level is moot.
revenues and an overall enhanced guest experience:
1. Connect the hotel PMS directly to the email service provider
2. Provide an incentive to front desk staff for collecting emails
Set a goal for
3. Capture Missing Emails and anticipate guest needs with reports
- Missing email addresses per each guest
- Misspelled OTA addresses (such as ,com instead of .com)
- Generic email address created by the agent, i.e. firstname.lastname@example.org.
Make certain that the front desk team captures the missing, misspelled or erroneous email informationwhen each guest arrives. For every person checking in that already has an email on file, confirm the email address in the system. Anticipate guest needs by reviewing their preferences or their last stay history in the arrivals report. If the guest mentioned they requested a golf course view or in the past stayed in a room near the pool, block the same room or room preference for them. Taking the extra step builds loyalty and confidence in each guest's booking decision.
4. Gather more than just an email from the hotel website sign-up form
5. Create surveys and contests to grow the database and gather unique information
Surveys and contests are a simple and quick way to grow your hotel's database organically and gather additional information about guests. Run contests on social media or the hotel's website, and be sure to include demographic-related questions along with the basic contact information. If the contests are simple to enter, they will increase your response rate. Provide an incentive to fill out a contest form, especially if you plan to include additional questions. Develop a contest around the target market you want to reach. If you want to gain more leisure business centered on families, create a family photo contest to reach that target market. Once the contest ends, use the new database for marketing during peak travel times for families. Always share the information gathered with all departments. ZDirect's Forms Center enables hoteliers to create email campaigns on the fly via ZMail®.
With interfaces to PMS/CRS, ZDirect's ZMail® streamlines and centralizes a hotel's electronicmessaging initiative by capturing guest behavior, purchase history and preferences information. The patented Dynamic Content Engine creates individualized transactional emails; from confirmations to pre-stay promotions and post-stay thank you. Hotels can send surveys to prospects and customers, send triggered loyalty emails to their loyalty members and send targeted marketing messages based upon profile data. For more information on how ZDirect can help grow your hotel's databases and subsequently increase revenues and improve the guest experience, visit www.ZDirect.com or call (888) 962-4548.
Phone: (480) 347-9173