- 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 knowledge for omni-channel advertising and marketing
- RESULTS: $35 million in direct income
Meet the client
“Our centralized visitor knowledge 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 well-liked 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 inns 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 on account 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 group needed to ensure they had been ready for altering market circumstances.
The EOS group recognized areas for enchancment with their method to driving direct income for his or her inns. With no central knowledge platform, visitor knowledge was siloed and fractured. There have been duplicate visitor data, lacking knowledge factors, and no technique to consolidate data.
To derive data-driven insights, the group would dig for knowledge in Google Analytics, electronic mail advertising and marketing platforms, income administration platforms, and extra. It was time-consuming to try this at only one lodge and unimaginable to be efficient throughout a portfolio of 40+ inns.
The answer
With the rising risk of a recession and internet advertising turning into much less dependable, the corporate knew its success hinged on driving direct bookings throughout each stage of the client journey on the lowest acquisition price potential.
The group determined to consolidate know-how and selected Revinate as the one vendor to energy their omni-channel advertising and marketing technique.
To start out, the group used Revinate to consolidate and centralize their visitor knowledge, bringing it collectively in Revinate’s Visitor Knowledge Platform and guaranteeing it was cleansed and de-duplicated. This knowledge turned the cornerstone of EOS’ visitor advertising and marketing technique, permitting the group to know their myriad visitor segments and market to them throughout all key channels, together with electronic mail, internet, textual content, and voice, in a customized manner that drove conversions.
With visitor knowledge centralized, EOS might lastly launch automated emails in a sequence of touchpoints all through the visitor’s journey.
“Automation with Revinate Advertising is very 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 all the things from advertising and marketing emails when somebody indicators up for emails on our web site to how we provide visitors upgrades in the course of the pre-arrival stage of their visits.”
With Reservation Gross sales, EOS Hospitality has the instruments to drive higher inbound cellphone name conversions and seize leads from visitors who abandon the reserving engine on the web site. By being proactive in the course of the visitor reserving journey and guiding visitors when the chance arises, EOS has pushed $2.1m in direct bookings in lower than 1 12 months.
Along with driving direct income, Revinate can be saving the EOS group time and assets by accumulating and understanding visitor sentiment. With Revinate Visitor Suggestions, the method of sending out visitor surveys and aggregating the outcomes is totally 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 knowledge means all the things to any lodge assortment that’s critical in regards to the visitor expertise.”
With all knowledge feeding into Revinate, EOS can break down the silos between revenue-generating departments and orchestrate omni-channel visitor journeys.
“Our centralized visitor knowledge 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 well-liked channel of communication.”
The outcomes
With Revinate, the mixture of instruments and knowledge permits EOS Hospitality to maximise direct bookings and preserve acquisition prices low.
“We’ve grown rapidly over only a few years as a result of we’re a group of forward-thinking individuals who can spot traits available in the market and react rapidly to them through the use of know-how and knowledge in an efficient manner,” says McAlpine. “Revinate is a key element of how we try this.”
By making visitor knowledge 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 expensive OTA bookings.
About Revinate
Revinate empowers hoteliers to straight 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 try — all through the communication channels that visitors want, whether or not it is voice, textual content, electronic mail, or internet.
Greater than 12,000 inns 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.
