Marketing Automation in Travel Industry
24
INCREASING DIRECT ONLINE BOOKINGS THROUGH MARKETING AUTOMATION CASE STUDY OF @SitaSpeaks
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Transcript of Marketing Automation in Travel Industry
INCREASING DIRECT ONLINE
BOOKINGS THROUGH MARKETING
AUTOMATION
CASE STUDY OF
@SitaSpeaks
Best hotels in Delhi
Technology has changed the way customers book hotels
CASE STUDY OF
@SitaSpeaks
Best hotels in Delhi
SearchTechnology has changed the way customers book hotels
CASE STUDY OF
@SitaSpeaks
Best hotels in Delhi
Search
Select
Technology has changed the way customers book hotels
CASE STUDY OF
@SitaSpeaks
Best hotels in Delhi
Search
Select
Book
Technology has changed the way customers book hotels
CASE STUDY OF
@SitaSpeaks
While the OTAs keep the hotel rooms filled..76% of online bookings happen via OTA
Source: The Hospitality Sales and Marketing Association International (HSMAI) ReportCASE STUDY OF
@SitaSpeaks
OTA commission costs between 15% to 30%
..They hurt your bottom line..
Source: Report from global hotel consultancy HVSCASE STUDY OF
@SitaSpeaks
Our Client
India’s fastest growing chain of upscale business and leisure hotels
CASE STUDY OF
@SitaSpeaks
Challenge
To increase Lemon Tree’s direct online sales and
reduce Cost of AcquisitionCASE STUDY OF
@SitaSpeaks
To effectively attract & retain more visitors to
direct hotel booking, we need to build a systematically planned Email Marketing Automation
Our Strategy
CASE STUDY OF
@SitaSpeaks
Attract OTA Customers to direct online bookings through exclusive loyalty program
Retain customers who booked directly in the past with
exclusive Loyalty program
THE PLAN
Attract Retain
CASE STUDY OF
@SitaSpeaks
“ One of the best ways to boost hotel’s
repeat business is to establish a
guest loyalty program
Loyalty programs account for 57% rise in bedroom revenue - The Centre for Hospitality Research
Attract
CASE STUDY OF
@SitaSpeaks
Retain
CASE STUDY OF
@SitaSpeaks
“ It is far more logical to retain your existing customers than acquire new ones
It costs 5-8 times less to retain existing customers than attracting new customers
- Second Opinion Marketing
Retain
CASE STUDY OF
@SitaSpeaks
Automation Workflow
CASE STUDY OF
@SitaSpeaks
OTA Booking
DirectBooking
AutomationSegment
Loyalty Discount Voucher Email 1
30 days
Check ifstill in
segment
END Voucher Reminder
Email 2
END
Attract Retain
Automation Workflow
Redeemed voucher Did not redeem voucher
CASE STUDY OF
@SitaSpeaks
Recipients of these automated emails had rewarding offers
ABOUT THE LOYALTY PROGRAM FOR DIRECT BOOKINGS
- Guests got a Rs 1000 worth voucher which they could redeem upon direct website booking
- In addition, they also received Rs 500 bonus points and hidden offers
- All bookings done through Loyalty program were entitled for special benefits like free wifi and complimentary breakfast
CASE STUDY OF
@SitaSpeaks
Our IdeaLeverage on past OTA bookings and build loyalty with customers booking directly
Guests who books through OTA or directly would be added to automation segment
Establish a Loyalty program to this email list
Offer exclusive voucher, which can be redeemed upon direct booking
Guests who avail this offer are removed from the list (successful in migrating & retaining direct online booking)Guests who do not redeem the voucher are sent an automated reminder email 30 days after the first email
CASE STUDY OF
@SitaSpeaks
Offer for direct online bookings was extended to direct check-ins as well. Guests who had the voucher could redeem it directly by taking the voucher print or sharing the voucher code
Integrate Online & Offline direct bookings
CASE STUDY OF
@SitaSpeaks
EMAIL CREATIVEAttract Retain
CASE STUDY OF
@SitaSpeaks
We could reach out to each guest with personally targeted messages and extensively promote direct bookings. The systematic approach through automation helped us save time and improved our cost of acquisition considerably.“
Protik BasuHead – Digital Marketing and Loyalty
The Lemon Tree Hotel Company
CASE STUDY OF
@SitaSpeaks
How Automation helped Lemon Tree
CASE STUDY OF
@SitaSpeaks
DECREASE INACQUISITION COST
93.76%
How Automation helped Lemon Tree
CASE STUDY OF
INCREASE INENGAGEMENT
157.25%Increase in email open rates compared to
their average for the period Sept – Oct 2015 Lemon Tree pays an OTA commission
of 25% per hotel booking
@SitaSpeaks
GET SUCCESSFUL WITH MARKETING AUTOMATIONTalk to our experts: [email protected]
CORPORATE OFFICE8th Floor, Peninsula Towers, Peninsula Corporate Park, Lower Parel (W), Mumbai - 13Email: [email protected] Phone: +91 22 6178 2222 | Missed Call: 022 6155 0888 BRANCHESNew Delhi | Chennai | Bengaluru | Hyderabad | Gandhinagar | Pune
@SitaSpeaks
