How hotels, hospitality businesses, tourist attractions and destinations can learn about their customers, get valuable visitor feedback and build visitor personas to create loyalty and brand advocates. http://www.htk.co.uk @htkhorizon

1. Post-visit comms
to drive loyalty and repeat visits
Justin Bowser | @jkbowser
Chris Chamberlain | @chrischamberln
htk.co.uk | @htkhorizon

4. Over 13,000 users, across a range of sectors

7. hotelexecutive.com

8. They’ve just left…
What now?

9. You’ll want to…
1) Manage your reputation
2) Encourage them to return
3) Create advocates of your brand

10. 1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand

11. SOURCE: GLOBAL WEB INDEX. Q4 2014
Consumer shift to social

12. Consumer shift to social
Ofcom: Adults’ media use and attitudes – April 2015

13. Sharing experiences…

14. Basil:
“Is everything
ok dear?”
Ask for feedback

15. Proactive surveys

16. Proactive surveys

17. Proactive surveys - incentivise

18. Proactive surveys - simplicity
• At checkout / exit
• Immediately by SMS
• Email & webform
• Quick and simple…
• Is something in it for me?

19. How likely is it that you would recommend
[your company] to a friend or colleague?
Proactive surveys - NPS

20. Proactive surveys – open questions
• “If there’s one thing that we could do better
next time, what would it be?”
• “What was the best thing about your visit?”

21. Monitor social media

22. Basil: Well, may I ask what you
were expecting to see out of a
Torquay hotel bedroom window?
Sydney Opera House, perhaps?
The Hanging Gardens of
Babylon? Herds of wildebeasts
sweeping majestically...
Mrs Richards:
When I pay for a view, I expect
something more interesting
than that!!
https://www.youtube.com/watch?v=tcliR8kAbzc

23. Positive experience = Expectation + 1

24. = Very happy
= Not happy
Review please!
???

25. Have an approach
• Get on the front foot
• Don’t wait until they post on Tripadvisor
• Capture and act on feedback

26. 1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand

27. Don’t miss the boat…
• WiFi
• Booking journey
• Website
• Print
• On entry / exit
• By phone

28. Give them a reason
“Sign up for our email newsletter”.
“Join our e-loyalty club to hear
about what’s happening and receive
exclusive offers.
You’ll be entered into our
competition to win…”
X

29. Do you know enough
to encourage them to come back?

30. Learn what visitors love

31. Create and use visitor personas
Cultural
explorers
Young
couples
Business
visitors
Families
“If we can attract this
class of customer then
the sky's the limit”.

32. Self-identify their persona
1. Family?
2. Frequency?
3. Current or
lapsed customer?

33. Insight from your data
Location
Interests
Average
spend
Gender
Last booking
date
LoyaltyLength of stay
Activities?
Family?
Age

34. Where are your customers?
xxxx xxxxxxx

35. Not all customers are the same
• Who are my most loyal customers?
• Which customers are most valuable?
• Which have social reach and influence?
Engagement

36. Metrics to consider…

37. Encourage them to return
• Get them to opt in
• Bring your customer data together
• Use insight to target relevant comms

38. 1) Manage your brand reputation
2) Encourage them to return
3) Create advocates of your brand

39. Don’t just sell!
“BUY!
BUY!
BUY!
”

40. Grow a relationship
• E-news, not just E-selling
• Create opportunities for social sharing and
social proof
• Stay front of mind

42. Create opportunities for advocacy
• People trust their friends more than
they trust your ads
• A picture tells 1,000 words

44. New
customer
Experience
Feedback
Change
and
improve
Satisfied
customer
Social
advocate

45. Justin Bowser | @jkbowser
Chris Chamberlain | @chrischamberln
htk.co.uk | @htkhorizon