- 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 shopper
“Our centralized visitor knowledge is powering all our visitor communications, together with e mail, paid social, our web site, and texting. We are able to share our model story utilizing friends’ most well-liked channel of communication.”
Michael Givens
- Vice President, Digital Advertising & eCommerce at EOS Hospitality
The model
Primarily based in Manhattan, EOS Hospitality (EOS) is a full-service hospitality administration firm with best-in-class, distinctive lodges that span from experience-driven, choose service to 5-star luxurious properties.
The problem
For EOS Hospitality, journey demand has been sturdy over the past couple of years, particularly within the drive-to markets serving leisure friends. However with rising operational bills resulting from inflation, a recession on the horizon, and a altering privateness panorama that makes it tougher to market to friends on-line, the e-commerce crew wished to ensure they had been ready for altering market situations.
The EOS crew recognized areas for enchancment with their strategy to driving direct income for his or her lodges. With no central knowledge platform, visitor knowledge was siloed and fractured. There have been duplicate visitor data, lacking knowledge factors, and no solution to consolidate data.
To derive data-driven insights, the crew would dig for knowledge in Google Analytics, e mail advertising and marketing platforms, income administration platforms, and extra. It was time-consuming to do this at only one lodge and unattainable to be efficient throughout a portfolio of 40+ lodges.
The answer
With the growing menace of a recession and internet marketing turning into much less dependable, the corporate knew its success hinged on driving direct bookings throughout each stage of the shopper journey on the lowest acquisition value doable.
The crew determined to consolidate expertise and selected Revinate as the one vendor to energy their omni-channel advertising and marketing technique.
To start out, the crew used Revinate to consolidate and centralize their visitor knowledge, bringing it collectively in Revinate’s Visitor Information Platform and making certain it was cleansed and de-duplicated. This knowledge grew to become the cornerstone of EOS’ visitor advertising and marketing technique, permitting the crew to grasp their myriad visitor segments and market to them throughout all key channels, together with e mail, internet, textual content, and voice, in a personalised approach that drove conversions.
With visitor knowledge centralized, EOS may lastly launch automated emails in a sequence of touchpoints all through the visitor’s journey.
“Automation with Revinate Advertising is really easy.” Ross McAlpine, Director CRM, explains. “We recognized the touchpoints we wished to create, established the fitting segments for every message, decided the sequence we wished 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 every part from advertising and marketing emails when somebody indicators up for emails on our web site to how we provide friends upgrades through 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 friends who abandon the reserving engine on the web site. By being proactive through the visitor reserving journey and guiding friends 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 also be saving the EOS crew 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 every part to any lodge assortment that’s severe 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 e mail, voice, web site, texting, and paid social,” Givens explains. “We are able to share our model story utilizing friends’ most well-liked channel of communication.”
The outcomes
With Revinate, the mix of instruments and knowledge permits EOS Hospitality to maximise direct bookings and hold acquisition prices low.
“We’ve grown rapidly over only a few years as a result of we’re a crew of forward-thinking individuals who can spot developments out there and react rapidly to them by utilizing expertise and knowledge in an efficient approach,” says McAlpine. “Revinate is a key element of how we do 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 mean 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 instantly join with their friends.
Our Visitor Information Platform and communication options unlock income for hoteliers and put them accountable for the total visitor expertise — preliminary analysis, reserving, check-in, all through the keep, and even after take a look at — all through the communication channels that friends want, whether or not it is voice, textual content, e mail, or internet.
Greater than 12,000 lodges 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.
