HSMAI, Nor1 Release White Paper on Engaging the Guest, Mobile Marketing for the Hospitality Industry
The Hospitality Sales and Marketing Association International (HSMAI), in partnership with Nor1, the technology leader in upsell
solutions, today released a new white paper entitled, "Engaging the Traveler in Real Time: Ancillary Revenue, Upselling, and the Mobile Platform."Use of mobile devices has skyrocketed. In 2014, estimates show that 40 percent of
leisure travelers and 35 percent of business travelers will use mobile search engines to find hotels, and subsequently, to purchase. Hotels need to find ways to reach, and engage, guests via their mobile devices – not only because it's a great opportunity to stay top of mind, but also because it can lead to additional revenues.The White Paper, authored by well-known travel industry writer Harvey Chipkin, reviews
the three stages of mobile marketing in the hospitality industry, key strategies for upselling with mobile, and best practices for marketers that want to incorporate mobile into their overall strategy.The paper outlines two key takeaways for mobile marketing. First, hoteliers shouldn't
miss the big picture. Mobile bookings are important, but they aren't the only tools in a mobile marketing toolbox. Mobile can be used for all parts of the journey, from booking through to returning home.Second, hoteliers don't need to worry about over communicating; they need to worry
about irrelevant communications. What consumers want is timely, relevant and credible information, delivered when the guest wants and needs it. Few industries are as rich in data as the hospitality industry to be able to deliver a message at the right time for the right price to the right person.The paper also discusses the three stages of the hotel-guest interaction.
Booking and pre-departure:
While customers may not be
En route, at check-in, and during the stay:
Providing timely,
Post-stay: Think beyond future bookings and keep giving your
guests reasons to come back to your website. Offering discounts is not always the best option. If they had a great experience they will likely be open to returning despite the price."It's no longer 'if' you have a mobile strategy, it's 'what' your mobile strategy is
and how you're using it to increase your revenues," said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. "This white paper provides some ideas for hospitality marketers on making that strategy work harder for them.""Leveraging mobile devices to deliver real-time upsell offers and intra-stay
information will transform the guest experience," said Jason Bryant, Nor1 founder and co-CEO. "Nor1 is pleased to collaborate with HSMAI to truly make an impact on the businesses and relationships of our hotel partners."Visit the HSMAI Foundation Knowledge Center to
download the complete white paper.About Nor1
Nor1,
About HSMAI
The Hospitality Sales & Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry's leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Commercial Strategy Conference, Sales Leader Forum, and Adrian Awards. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org.