A topic we harp on about on a regular basis is the idea of Revenue Departments and Digital Marketing teams working closely together to achieve common goals – maximising revenue and increasing brand awareness – and this has never been truer as our industry begins to welcome leisure guests back through their doors.
REVENUE & DIGITAL MARKETING
Close collaboration between your Revenue and Digital Marketing teams will only ever produce a positive outcome, as you are encouraging innovation through collective brainstorming. When both teams work together on a project it means there is a much bigger data and ideas pool to work with, and it also increases the speed with which you implement those strategies and reap the benefits from. In the rapidly changing market we find ourselves in, we need to be able to come up with a rapid response.
Costs as always, remain a focus for all hoteliers, so the main aim is to make targeted decisions to spend the least amount of money, leading to an increase in room occupancy and spend, for specific need periods and resulting in maximising your revenue. In the past, teams within hotels have worked independently of each other which can lead to miscommunications and unnecessary delays; however, we’ve seen a move away from this as more and more properties break down the silos of hotel management to all work on a common goal.
A key benefit of the Revenue and Digital Marketing teams working closely together is that the reports that both departments generate can be amalgamated, giving a much more accurate picture of your customers and potential customers. Both departments are looking at different sets of data, but these brought together can deliver better results. Revenue reports show peaks and troughs in occupancy, they show booking trends such as length of stay and booking window, whereas digital marketing reports can show what potential guests are searching for etc.
Click-throughs to certain sections of your website can help you hone the message you publish and can help build up particular segments of your business mix by making a few small changes, e.g., if your Digital Marketing team has identified that your “Family Friendly” page on the site is generating a lot of traffic and the revenue team can see very little in terms of the booking pattern for this customer type. Together a strategy can be built to rectify this – the Revenue team can review the packages on offer, price point and attractiveness. While the DM team review the content, imagery and room descriptions. Collectively you are working together to make a family stay at your property even more appealing and increasing conversion rate.
YOUR CONVERSION RATE
Your Revenue and Digital Marketing teams working closely together increase the likelihood of maximising your return, even on a small spend campaign. Your teams should be meeting on a regular basis to review the data and amend any campaign if necessary, as the markets are changing so rapidly – joint analysis of all your reports will help speed up this process.
Once your strategy has been agreed on and your offers have been published, these need to be shared across all departments within the hotel to make sure everyone is aware of the items included so you can give your guests the best possible experience at your property. This goes back to breaking down the silos of hotel management mentioned earlier, and we also touched on it in our previous blog .
It is also worth noting that many people haven’t been away from their homes for 12 months or more, so there’s a real opportunity here to create a memorable experience for them and potentially add to your list of returning guests, which can only ever be a good thing!