Choosing the right form of communication is one of the most important aspects to gain and retain a good relationship with your customers. It all begins by knowing every little aspect of your target group. The beginning of multichannel management, is knowing on which channels your customers are active. According to Peelen & Beltman this is actually one of the toughest challenges in customer relationship management nowadays. Therefore we are taking a closer look in the hotel industry..
Source: (Time2Know, 2016)
Let me first begin by explaining where multichannel management stands for. Multichannel management is the optimal use of different communication channels within your organisation. The number of channels is growing every day and technology plays a big role in this. Besides the growing amount of channels, also the importance of using these channels is increasing. When organizations do not approach these channels on a strategic level, this can lead to a disruption of the customer experience and a bad orchestration between the different channels (Peelen & Beltman, 2013).We are taking a closer look at the hotel industry that implements a multichannel strategy, or how they can do this in the right way.
Finding a way to persuade your 24/7 connected travel consumer to book your hotel room is very difficult. Hotels that reach their customer in the right way at the right time, will ultimately win the booking. So find a way to persuade a average traveler that goes through 17 days, 8 research sessions, 18 site visits and 6 clicks before even making a booking (eHotelier, 2016). Sounds difficult, right?
Two hotels that implemented a good multichannel campaign are Triumph Hotels and Hotel Pennsylvania. Triumph Hotels launched a Cyber Monday ‘Countdown to your New York Dream’ multichannel campaign to secure the slow winter months revenue. The campaign includes a sense of urgency. The’ happy hour’ gives travel consumers the opportunity to book hotel rooms with a discount up to 50%. The app serves as a hub for consumers to learn more about the offers and also provides an online booking option. Through different channels the campaign was promoted, but there was also a competition that spread the word. The app consumers could win a dining ticket when mentioning #CyberMonday at social media. The Triumph Hotels gained 180% more revenue through this campaign (HeBSDigital, 2016).
Hotel Pensylvania launched the ‘Selfie in the City’ Cyber Monday campaign focused on adventure seeking travelers. Travelers that booked the ‘Selfie in the city’ package, received breakfast for two, a map of New York city and a selfie stick to capture all the moments. Travelers who shared their moments with #Hotelpennselfie on social media could win a future getaway. In addition with multichannel promotion, this campaign lead to 3,835% return on investment (HeBSDigital, 2016).
The conclusion is that with a good multichannel management strategy, you can not only attract and retain customers, but really engage them with your hotel brand. The two multichannel campaigns show us how this can be done.
eHotelier. (2016, June 3). Retrieved Oktober 8, 2016, from eHotelier: http://ehotelier.com/insights/2016/06/03/top-5-secrets-building-successful-hotel-multichannel-marketing-campaign/
HeBSDigital. (2016, February 17). Hotel Pennsylvania – “Selfie in the City” Multichannel Campaign. Retrieved Oktober 8, 2016, from https://www.youtube.com/watch?v=jklAwkWGbwE&feature=youtu.be
HeBSDigital. (2016, February 17). Triumph Hotels Cyber Monday Multichannel Campaign. Retrieved Oktober 8, 2016, from https://www.youtube.com/watch?v=bfr8xmpLTsw&feature=youtu.be
Peelen, E., & Beltman, R. (2013). Customer relationship management. Pearson.
Time2Know. (2016, March 1). Retrieved Oktober 8, 2016, from Time2Know: http://www.time2know.net/multichannel-multipuprose-commerce