marketing automation in travel industry

INCREASING DIRECT ONLINE

BOOKINGS THROUGH MARKETING

AUTOMATION

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Best hotels in Delhi

Technology has changed the way customers book hotels

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Best hotels in Delhi

SearchTechnology has changed the way customers book hotels

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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

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OTA commission costs between 15% to 30%

..They hurt your bottom line..

Source: Report from global hotel consultancy HVSCASE STUDY OF

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Our Client

India’s fastest growing chain of upscale business and leisure hotels 

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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

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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

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“ 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

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Retain

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“ 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

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Automation Workflow

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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

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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

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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

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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

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EMAIL CREATIVEAttract Retain

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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

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@SitaSpeaks

How Automation helped Lemon Tree

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DECREASE INACQUISITION COST

93.76%

How Automation helped Lemon Tree

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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: consultants@netcoremarketingcloud.com

CORPORATE OFFICE8th Floor, Peninsula Towers, Peninsula Corporate Park, Lower Parel (W), Mumbai - 13Email: sales@netcoremarketingcloud.com Phone: +91 22 6178 2222 | Missed Call: 022 6155 0888 BRANCHESNew Delhi | Chennai | Bengaluru | Hyderabad | Gandhinagar | Pune

@SitaSpeaks