Make your Hotel Occupancy at the Highest with these Promotional Strategies

Are you a hotelier wondering which promotional strategies are the most effective for your property and how to apply them to drive business ?

With the wide competition in the hotel industry mostly with Airbnb significantly increasing in popularity, hotels have to review carefully their promotional strategies. In this way, they are able to differentiate in the market and attract as many potential customers as possible. As a hotel professional, it is important to be familiar with the most popular promotional strategies used in the industry known to be effective to maximize revenues. Whatever type of hotel you have from Economy to Luxury, it is time to ensure these five following strategies (Links to an external site.) are used by your property to succeed in this current and competitive market.

  1. Have the Most Up-to-Date Booking Technology

Nowadays, most of the bookings for hotels are made online. According to Tripadvisor (Links to an external site.), the percentage of people booking online is 75%. 15% book by email or on the phone and only 10% still book with travel agents. These statistics show how important it is for you to make sure that you have a user-friendly online platform. It is crucial for you to make sure that you have a website that contains as much information as possible about your offers. You also have to ensure that the booking process can be done easily through your website. According to the Online Advertising organization World Stream, (Links to an external site.) the abandonment rate is 75% for people who try to book a hotel online. Thus, consider making your booking engine enjoyable for your guests ! As Online Travel Agencies are very popular and account for half of the online bookings according to TravelWeekly organization (Links to an external site.), you have to work on making your website more attractive than OTAs. For instance, you can think about having unique technology such as allowing your future guests to make a virtual tour of your property and rooms they are interested to book. You can also promote incentives through your website that your hotel offer if people choose to book directly with you rather than with OTAs.

  1. Make your Social Media Trendy and Engaging

 Nowadays, social media are leading the way in terms of promotional strategies. Indeed, social media are so powerful these days that according to the expert Keran Smith from Lyfe Marketing organization, (Links to an external site.) 97% of marketing professional use these platform to reach and engage their audience. 3.1 billion people will use social media by 2021 according to the same expert. These statistics make it clear that you have to make sure you design very attractive social media pages and keep your customers engaged through these platforms. Social media has been recognized to be the most revenue-driven strategy that you can use nowadays for your hotel. The best way you can drive business to your hotel using social media is focusing on highlighting the unique amenities your property offers and showcasing your employees contributing in exceeding your guest’s expectations. Also, try to interact with your guests as much as possible through these platforms to keep them engaged with your brand.

  1. Rewarding your Repeat Guests

 You might not think of it as a promotional strategy but the simplest way to make your brand attractive to your most loyal guests is to recognize them. Recognizing them by their names and personalizing their experience by keeping records of their preferences will leave them with long-lasting memories. It is a simple way to reward your repeat guests who will likely return to your hotel as you have would have built unique connection with them. To motivate your loyal guests to come back to your property, you can also offer them special discounts or vouchers in attractions or restaurants nearby. This can be a way to reinforce your relationships with your repeat guests. This can contribute in having positive word of mouth from these guests who will probably recommend your property to their surroundings.

  1. Partnership with Businesses in your Area

 If you are willing to make your hotel more appealing to your guests, you can consider having partnerships with local businesses. It is a win-win strategy as these local businesses will have more customers. In addition, you can attract more people to book in your property by promoting the special offers they can benefit from these local business by staying in your hotel. As a result, those partnerships can contribute in improving your guest’s experience. These partnerships can be an effective way to promote your brand, and it can help to maximize revenues for both your hotel and other businesses. Thus, you should definitely consider implementing this strategy.

  1. Make the Most with your Email Marketing

Emails have demonstrated to be very effective to attract potential guests. You can use emails in many different ways. As mentioned earlier, the abandonment rate is very high. Thus, you can consider using emails for remarketing purpose to remind people who already visited and interacted with your website to book with your hotel. You can also send emails to guests who already stayed at your hotel to ask them to leave online reviews. By sending emails encouraging to share their opinions about their stay, you will increase the review flow for your hotel. This will be highly favorable as more and more people rely on reviews from other people before booking their stay. A research done by TripAdvisor (Links to an external site.) found that 96% of people consider taking a look at reviews crucial before selecting a particular hotel and 83% will make reference of reviews before making their choice to book a specific hotel. These statistics clearly show that people are interested to know about other people’s experience before booking their stay, so use your email marketing to ensure significant and positive word of mouth for your company. You can also motivate people to join your reward programs through email marketing and send newsletters to constantly remind guests about your property.

Now that you know about these promotional strategies and tips to effectively use them, you are ready to make people excited to book in your property. Prepare yourself to be busy !

A Guide for Hoteliers on Pricing Strategies

Are you a hotelier and not sure which pricing strategy you should apply to maximize your revenues ?

In order to ensure success for your hotel company, it is important to implement the right pricing strategies so you can attract customers.

Hotels have several options in terms of effective pricing strategies. Any hotel professional should know about the different pricing strategies and then decide which one is best for them.

What hotel pricing strategy stands for and why is it so important ?

First of all, pricing strategy in hotels is all about deciding which rate to charge for the rooms that you have in your property. Applying the right rate will allow you to boost the room sales. It is important to be careful to not apply the wrong pricing strategy as it can push away customers to book in your hotel. In the hotel sector, pricing is so crucial as if it is done right, it leads to increase your occupancy and revenues. As a hotelier, you should not price too high to not let potential guests be attracted by competitors. You should not price too low to be able to pay for your operating costs.

There are several factors that should be considered before choosing the right pricing strategy which are the following according to an article written by experts from Hotelogix, Hotel management system company  (Links to an external site.): seasons, demand and supply, week day, target market, room types, occupancy, service value, etc.

The hotel industry has similar pricing strategies than other industries in addition to its own particular pricing strategies. You want to sell more of your rooms to maximize your revenues, then consider using these pricing strategies according to the article from Hotelogix :

Dynamic Pricing Strategy : It is also called occupancy-based dynamic pricing strategy in the hotel sector. Here, prices are based on market supply and demand. When demand is higher than supply, this is when you should consider raising your room rates. Then, in the low season when the demand is low, the room rates should be reduced in order to attract more customers to book in your hotel.

Competitor Based Pricing Strategy : Here, your room rate would depend on the market rate.You would need to benchmark and look at the pricing of your competitive set which are the different hotels that can be considered as direct competitors to you. Then, the rate you want to sell the rooms to your guest should be based on your competitor’s prices. As the hotel industry is a highly competitive market, a small difference in price compared to competitors could sometimes influence customers to decide which hotel to book. As a result, this could be an effective strategy to implement.

Forecasting-Based Pricing Strategy : When implementing this strategy, your need to determine the rates based on historical data. What hoteliers usually do is to look for the KPIs from the precedent year which include Average Daily Rate, Occupancy, and Revenue Per Available Rooms. Then, they make their decision on pricing based on past performances. Based on expected demand and occupancy, you can determine which rate you would like to apply for the different types of rooms.

Guest Segment Based Pricing : This pricing strategy is very common in hotels as many hotels have different types of rooms and as a result attract different types of customers. For example, a suite with ocean view might have a different clientele than a standard room with the same view. As a result, hotels are applying different prices for the different segments targeted for these rooms.

Length of Stay Pricing : Hotels can decide to apply prices based on the duration of a stay. Hoteliers usually implement this pricing strategy to maximize their property’s occupancyIndeed, they would apply one rate based on a minimum or maximum length of stay.

Other pricing strategies that can be used in hotels are :

Psychological Pricing Strategy: It is a pricing strategy that is based on using human psychology to increase your room sales. For instance, you can decide on having a room rate of 99 dollars instead of 100 dollars as customers might psychologically believe that it is not expensive because the rate is not reaching the 100. Another way to boost sales through using the psychological pricing strategy could be to motivate guests to book a room as there would be a 50% discount on the second room.

Bundle-Pricing Strategy : This pricing strategy is a good way to add value to your service and is one of the most successful pricing strategies that you can use as a hotelier. It is very common that hotels would create packages with a room in addition to other offerings such as breakfast or activities included. Here, you can determine a reasonable rate for your room based on your bundle offers. Implementing this strategy is efficient as it can highly motivate guests to book in your hotel as it makes them believe they are having more for less.

Premium Pricing Strategy : This strategy is usually applied by luxury hotels that have high rates as a way of providing prestige and value to their guests. If you are a luxury property, guests usually decide to stay in your property for the image and status your brand gives to them. As a result, your hotel could apply premium prices for prestige purposes.

As you now know different pricing strategies that you can implement in your hotel, it is important to carefully review each one of them. Then, you should determine which one(s) would bring the best financial results to your property. There is no right or wrong method for pricing as it depends on circumstances and business environment. Each hotel is different, so there might be pricing strategies that work better than others depending on the property type.

All You Need to Know About Branding and Brand Equity

As the journalist Scott Goodson say, `Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations’ (Goodson, 2012).

You want to create a unique impression on your customers and make them feel having a strong link with your company? Then, focus on branding as it is a key element to be successful for any type of company.

First, it is important to understand what brand stands for. According to the American Marketing Association, a brand represents any feature that help distinguish a company from others such as name, symbol, design or term (Kotler & Keller, 2015).

When companies achieve brand equity, it means that they succeed to have a brand that creates value among its customers with its uniqueness, consistency and quality. Examples of brands that have positive brand equity include Amazon, Apple, and WholeFoods. In this case, as the customer’s perceived value is higher, companies are able to increase the prices for their products or services (Esther, 2021).

According to Doctor Esther, brand equity can be divided into several elements which are brand awareness, brand image, brand association, brand identity, customer perception and brand loyalty. Below are more explanations about those concepts :

Brand Awareness : It is the extent to which customers are able to recognize a particular brand name. When your business has a strong brand awareness, that means that your customers are able to recall any aspect of your brand and develop a positive feeling towards it. As a result of knowing well your brand, customers are more likely to trust you, consume more of your product rather than the ones of your competitors and stay loyal. Research found that the click through and conversation rate can be increased by three times in online advertising when there is brand awareness (Zimmer, 2019). When reaching that point, businesses are also able to have a higher market share.

Brand Image : It can be defined by how the customers perceive the brand and what it stands for in their minds. It is the impression customers have based on how the business is presented. It can be small details such as the cleanliness of your environment, your employees outfits, your business cards, your website, etc that determine your brand image (Thimothy, 2016). That is why in order for your company to build a strong brand image, you should make sure to offer your customers a good experience and effective interactions. This will allow customers to create positive ideas about your business.

Brand Association : All the attributes that customers think about when they mention a specific brand in their minds. Companies should work on having their customers associating their brand names with positive attributes by making them remember of the unique qualities of their products. In this way, your customers are able to develop positive feelings about your brand. For example, when thinking about BMW, customers associate this brand with the following attributes : fun driving, sophistication and fun engineering (Management Study Guide, 2021).

Brand Identity : All the elements that make you recognize a specific brand over others shape the brand identity. Those elements such as logo, color, design is what make a brand distinguish from other brands. Those brands who have a strong identity are easily recognizable thanks to the elements mentioned previously that build their personality. For example, Oreo or Pepsi are recognized for the blue color in their packages (Esther, 2021).

Customer Perception : Customer perception refers to how people think about a specific brand. It is the opinion they have about a business based on their experience with that particular company. It can also be defined as the attitude that customers have towards a service or product. Customers can build a positive perception of a brand with attractive advertising in which efficient messages are delivered and when having social proofs (e.g respected people share positive feedback about a brand on social media) (Zamiatina, 2019).

Brand Loyalty : Making customers achieve brand loyalty is the ultimate goal that all marketers should have. It can be defined as the situation when customers make repeat purchases of a specific product. In this case, customers favor your brand over the ones of your competitors as they choose to do recurrent purchases in your company and stay loyal to your brand. Customers usually become loyal to a company when they develop a strong relationship with the brand. Loyal customers are the most profitable customers, and companies have to focus their efforts on increasing their customer’s lifetime value by working on building brand loyalty. This is why companies should work hard on developing the best relationships with their customers.

In sum, it is important for marketers to focus on all those elements that shape brand equity. In order to have a successful branding, companies should make sure to have a strong brand equity to attract customers and achieve their loyalty and retention.

The Key to Business Success : Developing a Marketing Environment Analysis

It is fundamental for marketers to do a thorough analysis of the business environment to understand the factors that might affect their organization.

According to Keller (2015), the analysis of the Marketing environment consists of analyzing both the broad environment and the task environment (Kotler & Keller, 2015).

The broad environment includes all the external elements that may influence the company’s operation. Indeed, it is crucial for companies to understand where they are doing business in order to make the right decision.

The analysis of the broad environment is also known as PESTEL analysis that stands for the evaluation of the political, economical, social, technological, environmental and legal environment (Kotler & Keller, 2015). Being aware of the trends helps companies identify the right marketing strategies that should be implemented. It is important to understand each element of the PESTEL Analysis to have a well-developed broad environment analysis.

According to the Corporate Finance Institute, the PESTEL Analysis can be defined as followed :

Political : It consists of the government policies and regulations. Here you can assess the political stability and the legislation of the country where the company operates. It includes anything that relates to bureaucracy, tax policy, trade restrictions and tariffs that can affect the running of a business.

Economic : It is important for companies to have a clear overview of the economic situation as a country’s wealth is an important determinant for a company’s success. Those factors should be analyzed in the economic analysis : unemployment rate, interest rate, inflation rate, exchange rate, economic growth rate, etc.

Social : The social environment analysis enables to understand what drives the potential customers as it assesses the society trends and culture. Here are some examples of social norms that can be analyzed : health awareness, cultural perceptions, age distribution, career intentions, population age, growth rate, etc.

Technological : Nowadays, understanding the technological environment is key as technology is becoming predominant and is crucial for company’s success. It is important for organization to be aware of the most recent technologies used to produce and deliver products or services and communicate. Here, you can evaluate the industry’s research and development activity, innovation, automation, etc.

Environmental : Nowadays, the environmental analysis is important as companies have been increasingly interested in protecting the environment. Indeed, climate change has been a growing concern for companies who try to implement sustainable strategies and develop green initiatives to save the planet. Indeed, reducing the carbon footprint has been one of the biggest priorities for companies over the past few years. Some ecological factors that might affect a business are : natural disasters, weather conditions, pollution, climate change, etc.

Legal : The legal environment is all about the laws that companies need to understand to know what is allowed and not allowed in regards to business operations. Examples of elements that can be analyzed in the legal environment analysis are labor laws, intellectual property, permits and licenses, industry regulations, etc (Corporate Finance Institute, 2020).

 The task environment which is the analysis of the internal environment of the company also needs to be done when developing a marketing plan. The task environment includes the analysis of the customers, suppliers and competitors (Kotler & Keller, 2015).

Customers : It is important to define well the target market of the company in order to identify customer’s needs and develop strategies aiming at attracting them. Companies should have a well-detailed description of the target market in their marketing plan.

Suppliers : Companies need to identify the vendors and distributors the company use to operate the business and analyze their efficacy. Some examples of suppliers are advertising and marketing research agencies, telecommunications, insurance, banking and transportation companies, etc (Kotler & Keller, 2015).

Competitors : The competition should be well-analyzed in order for the company to be able to distinguish itself in the market. Here, it is important to engage in a lot of research regarding the competitors products or services, strategies and market share.

After performing the broad and task environment analysis, one should be able to develop a SWOT analysis with the findings of the environmental scanning (Esther, 2021). A SWOT analysis allows to analyze the company’s internal strengths and weaknesses and external opportunities and threats.

What Convince People to Say Yes when Making a Purchase Decision ?

What Convince People to Say Yes when Making a Purchase Decision ?

Are you a marketing professional looking to persuade your customers to buy your products or

services ? Then, it is imperative to understand human psychology and what drive people in

the selling process. You should consider mastering the 6 elements of persuasion used by

marketers but also many experts in other sectors such as politicians. Those elements of

persuasion were suggested by Doctor Robert Cialdini, famous author and professor known as

the The Godfather of Influence “. Those persuasive principles are commonly applied in all

industries around the world and have demonstrated to be powerful to influence consumer

behavior. Below are the description of the 6 elements of persuasion and tips to apply them

effectively :

1. Reciprocity :

It is important to consider offering what you are expecting to receive. As people love favors,

they are likely to return these gestures to you. Indeed, by receiving special attention from you,

consumers will be more convinced to consume your products and be generous. As a marketer,

you should consider offering free samples to be successful with your sales. To apply the

principle of reciprocity, it is highly recommended to offer small gifts or show acts of

kindness. Furthermore, the more you are able to personalize your customer’s experience, the

more they will show appreciation to your products and services. In her article, the

entrepreneur Sarah Belyh suggests to make your customers look extraordinary or special. This

expert illustrates this idea with a research that was done in the past. The research found that

including a candy with the check in a restaurant would make customers give higher tips. The

results of this research show that women give 21% more tips and men were found to give

18% more tips when the server offers a candy at the end of the meal (Belyh, 2020). In that

way, they will likely be more receptive to your products or services as they will experience

this feeling of obligation according to Doctor Cialdini.

2. Scarcity:

The principle of scarcity depends on the law of supply and demand. It is all psychological and

and people are often attracted by products that are scarce and that are not widely available.

People are feeling so special when they buy a product or service that is not easily accessible as

it gives them this sense of exclusivity. A lot of companies use this strategy by describing the

products as rare to attract customers. It is a popular technique used by companies for

promoting their products or services. Indeed, the more you show your customers how your

products are unique, the more they appreciate it. As a marketer, it is important to use the right

verbiage to present your product or service as a one-of-a-kind. According to the expert Sarah

Belyh, people feel so privileged if they are able to purchase products that marketers present as

being difficult to get (Belyh, 2020).

3. Authority :

It is highly recommended to show expertise to your customers as previous studies found that

is very attractive. People will more rely on you and are likely to buy your products when they

know you have experience in your field. You are able to convince your customers that they

can trust you when showing them how highly knowledgeable you are about what you are

selling. It is important that you insist on your qualifications and skills during a conversation

with your customers as it makes you more credible. For example, displaying your certification

and diplomas in the office where you receive your customers can really influence them when

making a purchase decision as they are more likely to trust your words (Belyh, 2020).

Furthermore, a lot of businesses make their employees wear a uniform as it is a way to show

an image of professionalism and give authority. As an example, Doctor Cialdini mentions a

real estate company that increased its sales because of having their customer service agents

telling first about their expertise and credentials (Cialdini, 2012).

4. Consistency :

As people like to commit, it is important that your company works on making their guest

consistent. When companies succeed to commit their customers to a specific product or

service, it can be highly attractive. The journalist Marc Schenker illustrates this idea with the

following example. Indeed, when a company ask you to enter your email address in their

website, you will likely feel this sense of commitment to them as you will consider yourself

as a company’s customer (Schenker, 2019). This increase your chance in developing an

interest to buy the company’s products or services. For instance, another way to build

consistency could be to write down your offer and make your customers sign it.

5. Consensus :

People highly rely on what other people like. In the purpose of achieving social credibility,

people would use what others are using. Considering this, marketers can influence consumer’s

behavior through telling what other people are already doing. It is highly favorable to

companies to have reviews and testimonials from people to achieve consensus. It can be even

more attractive if influential people get to share their experience as people are more likely to

follow them. Many studies have shown that purchase decisions can be based on what other

people are doing. This principle is also called social proof suggesting that it is crucial for

companies to investigate what other like. In this way, they can sell products or services

contributing to social acceptance and be successful.

6. Liking :

It is crucial for marketers to build the liking process with their customers to be more

appealing to them. Doctor Cialdini present three elements that are important to consider to

understand this principle of persuasion. In fact, people consider others that are similar to

them. They also appreciate people who give them compliments and who are cooperative. He

mentions that it is important to exchange information about each other and finding similarities

in terms of likings as it can highly influence customers in the negotiation process. Doctor

Cialdini insists on the power of offering genuine compliments to your customers as people

will likely be appreciative and buy your products and services (Cialdini, 2012). Indeed,

people are likely to conclude business with someone they built a good connection with and

are likely to be flattered when receiving thoughtful and sincere compliments. Finally, it is

important to show that you are involved in their ambitions and goals (Belyh, 2020).

If you are willing to know more about elements of persuasion and want to look at examples,

the expert Brandon Gaille created an informative and interactive illustration that explain

those concepts. Now that you know those principles of persuasion, consider thinking about

them when trying to sell to your customers. In this way, you are likely to convince more

guests to purchase your products or services.

It is Time to Implement Google Ads if You Have Not Done So !

Are you looking to improve your digital marketing strategies ? Well, implementing Google Ads is a good way to start. In fact, Google Ads are one of the most effective ways to promote your brands nowadays. If you want to reach a considerable number of potential customers and engage with them, you should consider becoming an expert in Google Ads. Here is why you should master Google Ads and what you should know about it:

First of all, it is important to know that Google Ads is an advertising program run online through Google. According to the official website of Google Ads, implementing this technique allows you to create advertising and display it online where there are customers that potentially show interest about your company’s services or products. In other words, this can help your organization attract customers who are searching for what is offered by your company. You have the options through Google Ads to either pay per click, pay per impressions or pay per engagement (Google Ads, 2021). Those terms are qualified as bidding which is the bid that a company is willing to pay for its placement. Below are the definition of the three different options according to Google Partners :

• CPC : It is the amount of money a company pays for every single click through its ads.

• CPM : It is the amount of money that a company spends per each thousand impressions through its ads.

• CPE : It is the amount of money invested by a company for each of the action taken by a customer through its ad (Garrity, 2016).

You can learn below about the pros and cons of each bidding strategy that can help you identify which options you want to use.

It is also important to understand the different kinds of advertising campaigns which are explained as followed according to Google Patners. Search ads are displayed through the results page in Google. Display ads are text and image-based ads displayed on websites visited by potential customers. Video ads are the advertising found on Youtube that have duration that ranges from 6 to 15 seconds depending on the type of ad created (Google Partners, 2021).

According to the official website where you can study Google Ads Video, Bumpers and True View are two different ad formats. Bumpers are ads that last six seconds and that are non-skippable. True View are ads that are skippable after five seconds and that is displayed either before, during or after a video in Youtube. Customers have the choice to engage with the ad when it is True View (Google, 2021).

Displaying advertising on Google and Youtube can be very efficient for your company as those platforms have wide visitors traffic. “Every month, more than 1 billion people watch more than six 6 billion hours of YouTube videos” (Garrity, 2016). In addition, the search queries received daily by Google is around 5 billion (Perricone, 2021).

Several research have demonstrated the effectiveness of using this online advertising program. Here are some statistics that the Marketing Expert Christina Perricone mentions in her article named “The Ultimate Guide to Google Ads”:

• The click-through rate is around 8% with Google Ads.

• There are 43% customers who buy a product or service they discovered through

Google Ads.

• For every 1 dollar spent through Google Ads, companies make around 8 dollars.

• 180 million impressions are generated through Google Ads each month (Perricone,

2021).

Here are some practices that should be adopted to use Google Ads efficiently according to the

Google Advertising binder. According to the Video Advertising Exam Refresher Guide by Google Partners, before running an ad, it is crucial to choose the right keywords so that

Google place it in front of the right audience. Moreover, it is important to work on having a relevant ad that matches the keywords selected in order to maximize customer’s engagement (Google Partners, 2021). Also, companies should focus on improving the score given by Google which is called the Quality score in order to have better placements.

Lastly, the landing page should contain as many information as possible and be user friendly to ensure a good customer’s experience that will motivate them to take actions and convert (Perricone, 2021).

Finally, if you want to measure the success of your Google Ads, you are able to access the Google Analytics reports that include a lot of data that analyze customer’s behavior with regards to the ads . In this way, you know how to improve your advertising campaigns to reach and engage more people.

Don’t Say No to Data Analytics if You Want to Be a Successful Marketer !

If you are a Marketer and have not thought about collecting data about your customers, it is time to do it now ! Go create a customer satisfaction survey and consider your client’s feedback to identify the flows and make your business more appealing. Always engage in research about your customers and make it as one of your biggest priorities as it is key to success. In fact, Survey Monkey which is a platform where you can create your surveys for your company investigated the importance of creating customer’s satisfaction surveys.

According to this organization, “businesses who measure customer satisfaction are 33% more likely to describe themselves as successful than those who don’t” (Survey Monkey, 2021). You might want to ask what is the link between customer satisfaction and data analytics. Well, your customer satisfaction survey will allow you to gather data that you should analyze and draw conclusions from to be able to come up with the best strategies for your company.

As a marketer, you should always look for opportunities to collect data especially about your customers. It is crucial nowadays for any type of business regardless the industry to have a clear understanding of data analytics as it can increase the chance of success. Indeed, Doctor Miyazaki defines data distribution as the way data are spread-out. He mentions how important it is to analyze the trends of those numbers to make the right marketing decisions (Miyazaki, 2020).

Customer satisfaction is the most common measure that marketers evaluate to figure out how to make their business more attractive. For instance, one way to collect data is to create surveys aiming at asking customers about their perception of the service provided by the company. Most often, those questions will ask customers to rate different aspects of the customer service. Then, the role of marketers is to analyze the scores that were given by the customers to look at the tendency. When you have enough respondents to your survey, you are able to analyze the answer’s trends. According to the general rule of thumb, at least 100 responses should be collected to be considered acceptable in terms of accuracy, but again it depends on the size of the company (GreatBrook, 2018).

According to Kandane, Enticotts, and Phillips (2013), below are the metrics and statistical terms that you should understand to run your data analysis. Indeed, those measures can help give you a clear overview of the situation based on how the data are distributed.

Central Tendency Data :

Mean : It is the statistical term for average. It is simply the sum of the different values divided by the actual number of observations.

Median : It is the value that is located in the middle after the values were ranked from the smallest to the largest. Indeed, 50% of the values fall above the median and the other 50% below the median.

Mode : It is the value that repeats itself the most in the data sets (Kandane-Rathnayake, Enticotts & Phillips, 2013).

Data Distribution :

Normal Distribution :

It is important to note that when the mean, median and mode are close to each other, you can assume normal distribution and your data will be shaped as a bell curve as the data are symmetric around the mean. Data are normally distributed when most values are clustered around the mean (McLeod, 2019). Normal distribution happens when the values close to the mean occurs more frequently than the ones away from the mean (Chen, 2020). Analysts are able to make better conclusions when data are normally distributed as the results are not influenced by extreme values.

Skewness :

There are cases when most of the values are toward one direction, and this is known as skewness. Indeed, the values can either be right or left skewed. When data are skewed, the median is a better measure of the central tendency (United States Department of Agriculture, 2021).

5-Number Summary :

According to Doctor San Luis, the 5-Number Summary is also important to consider when analyzing your data :

Minimum : It is the smallest number in the data set.

First Quartile : It is also called Q1 or 25th Percentile. 25% of the values are located below or are equal to the first quartile.

Second Quartile : It is also called Q2 or 50th Percentile and known as median as defined previously.

Third Quartile : It is also called Q3 or 75th Percentile. 75% of the values are located below or are equal to the third quartile.

Maximum : It is the largest value in the data collected (San Luis, 2021).

The 5 Number Summary are usually illustrated as a boxplot as shown below :

Now, do not hesitate to impress your supervisors with these terminologies when running your next data analysis with your customer service surveys !

Making Dreams Come True : Stages and Tips for Efficient Hotel Marketing Funnels

Have you already booked a trip instantaneously without exploring different possibilities ?

Certainly not! Have you ever thought of the different phases you face when thinking of

traveling to a specific destination ? How are hotels successful at converting you to their guests

when you are browsing different traveling options ?

There are different stages that potential guests go through before making their stay happens at

a particular hotel. Hotels should ensure an enjoyable experience thanks to an efficient

marketing funnel to achieve the highest sales. The marketers role is to succeed to facilitate the

move through the different phases to convert prospects customers to buyers by creating value.

It is important to understand what Sales Funnel means. In the Hotel Industry, it can be defined

by the journey that a potential guest has to take from discovering a property to booking a

hotel room (Stah, 2019).

Here are the Sales Funnel different stages (Leonardo, 2021) :

1. Awareness :

The first stage of the marketing funnel is Awareness, ‘I-want-to-get-away moments’ or

Dreaming phase according to a new hotel marketing model suggested by Think with Google

Micro-Moments (Stah, 2019). It happens when a visitor enters a website for the purpose of

solving a specific problem. In this case, it would be deciding where to book a trip. The

prospect customer can be directed to that website through different manners such as emails,

online quizzes, etc (Adams, 2017). It is here that marketing experts have to build attractive

contents with as much information as possible to make it appealing to the target market. It is

crucial to create a good impression for the first-time visitors in order to build their interest.

One element to adopt is authority to convince the potential customers of the reliability of the

product or service. For instance, authority can be identified when the website is easily

accessible through Google Search or when it is frequently endorsed by respected people

(Adams, 2017).

2. Interest :

The second stage is Interest or ‘I-want to-make-a plan moments’ or Planning (Stah, 2019). It

is important for the company to understand their positioning so that they are more likely

communicating effectively and attracting the right customers (Adams, 2017). According to an

article written by Leonardo organization, the more the company is showing its expertise, the

higher chance customers will be interested in that organization (Leonardo, 2021). In this

stage, the traveler is building interest. He has a few options and is assessing the benefits and

disadvantages of each alternative (Stah, 2019). The company Leonardo that is specialized in

revamping the digital marketing strategies for hoteliers highly recommend retargeting

campaigns as a way to attract customers. The company Leonardo suggest to use retargeting as

it is one of the most profitable strategies as far as concern ROI during this recovery time for

the hotel industry. Retargeting aims at reconquering those visitors who have already visited

the website, and organizations can use Leonardo as a third-party company to implement

retargeting in their sales funnels (Leonardo, 2021).

3. Decision :

The third stage is Decision or ‘Let’s-book-it moments’ or Booking (Stah, 2019). Nowadays,

customers are highly influenced by reviews and social proof. Indeed, the more people are

testifying on social media about how great is the service, the more likely a potential customer

is gonna be convinced to convert into a buyer (Adams, 2017). Furthermore, it is interesting to

note that the hotel industry is subject to a cart abandonment that is 80% higher than the other

industries according to the digital marketing company, Leonardo. At this point, it is very

important for marketers to review the booking engine to ensure it is user-friendly and simple

to decrease the chance of cart abandonment (Leonardo, 2021). Leonardo organization

suggests reservations abandonment strategies that marketers could work on to influence the

decisions of potential customers. One strategy could be sending emails reminding customers

to continue their purchase, ensuring to have all most recent payment options and have exitintent

technology to discourage customers to leave the website without buying (Leonardo,

2021).

4. Action :

The fourth stage is action or ‘Can’t-wait-to-explore moment’ or Experiencing (Stah, 2019). At

this stage, the marketing funnel is successful if it results to purchase from the customer’s end.

The prospect customer finally ends up converting to a buyer as he/she took action by booking

a specific trip. Marketers need to make significant tracking efforts to achieve a high

conversion rate (Leonardo, 2021).

In sum, it is important for hotel marketers to have up-to-date online platforms that enable the

potential guests to get inspired. The goal is to ensure an efficient marketing funnel with

effective communication to become the first booking choice for travelers.