語音的力量：發現推動直接預訂的渠道.pdf

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1、The power of voiceDiscover the channel that drives direct bookingsJohn MullenSales Director UKIndustry trendsLeveraging opportunities01Benchmarking0203AGENDARESEARCH SOURCESIndustry TrendsTravelAn update on the UK consumer sentiment:Caution prevails,but some are ready to treat themselvesSource:McKin

2、sey CONSUMER SENTIMENTIndustry TrendsINDUSTRY TRENDSSourceCo StarDeloitteMcKinseyIndustry TrendsShare of booking agency revenue,%OPPORTUNITY:FRAGMENTED EXPERIENCES SPACEIndustry Trends38,000 digital moments|19 different touchpointsAWARENESSRESEARCH&PLANNINGBOOKINGSPREPAREARRIVAL&STAYPOST-STAY&SHAREE

3、MAILPAID&ORGANICSEARCHPHONE&CHATREVIEWSSOCIAL&DIGITALWEBSITEDIRECTWEB/APPOTA/GOOGLE/METAPHONE&CHATAMENITIESEMAILREVIEWSSOCIALSURVEYSEMAILREVIEWSSOCIALEMAILEVENTSOCIALWORD OFMOUTHLeveraging Opportunity70%Bookers read reviews before making a purchase85%Guests Abandon on the Booking Engine58%travelers

4、rely on user generated content to assist with decisions60%Guests Call the Property Before Booking OnlineTraveler distractionsIndustry TrendsData is everywhere.So are your guests.Leveraging Opportunitydifferent touch points before making a bookingof travelers who book via an OTA had called the proper

5、ty at least once prior to bookingSources:1)Ahla 2)Travel Daily News 3)Silo.tipsThe impact the voice channel has on direct revenue58%19of customer loyalty is driven by the sales experience53%Industry TrendsLeveraging OpportunityBenchmark data overviewWe tapped into our customer data,using insights dr

6、awn from over 12,500 hoteliersTo create this report,we analysed:2.3 billionemails24 millionreviews5.9 millioncalls23 millionmessagesBenchmark DataBenchmark DataNOT JUST CALL TAKERSReservation agents are revenue bookers.And outbound call agents-Driving direct bookings-Maximising upsell opportunities

7、to increase ancillary revenueLeveraging OpportunityBenchmark DataKey takeaway:Do you know what your inbound lead conversion rate is?When properly managed the voice channel is highly effective.1,451Benchmark DataBenchmark DataKey takeaway:Harness the power of omnichannel to increase bookingsof guests

8、 do not book on the first call Sources:Revinate Call Center Data 65%Customer sales trendsBooking value premium from voice channel retargeting22%will call back if they did not book on the first call20%Benchmark DataWEBINARSAccess the report nowBenchmark DataAccess the report nowBenchmark Data742KIncr

9、emental revenue via email channel(Year 1)The challengeJennifer May and Colleen Tebrake had a 30-year dream to open a luxury hotel focused on exceptional guest experiences.General Manager Brent Graef was tasked with turning this dream into reality for Ambiente Sedona,ensuring every aspect of the gues

10、t journey exceeded expectations.The solutionsBrent leveraged Revinate,which he had successfully used before,to drive personalized communication with guests at every stage of their stay.323K Incremental voice channel outbound revenue(Year 1)85%email health49%Average email open rate per campaignKEY TA

11、KEAWAYSGet your data in order Understand all the unique stages of your guest journey and leverage itPersonalisation and ROI go hand in handUnlock your guest data.Orchestrate multi-channel guest journeysActivate your data across all your contact points(Voice,Email,Social,Web,Whatsapp)Use guests preferred channels of communication.THANK YOU