The model
With properties in Amsterdam, Vienna, Copenhagen, and Paris, Zoku is redefining the enterprise lodge expertise by providing a novel, home-like atmosphere for long-stay vacationers, who sometimes keep a minimum of 14 nights. Zoku affords a relaxed place to reside, co-work, meet, and socialize, making visitors really feel a part of the native scene.
The problem
Three years in the past, the Zoku Advertising workforce acknowledged the necessity for a more practical visitor e mail advertising and marketing resolution to fight OTAs’ stronghold on vacationers. To drive extra direct bookings, they wanted to create significant touchpoints with visitors earlier than, throughout, and after their keep. Nonetheless, their present software fell brief, hindering the small advertising and marketing workforce’s capacity to scale advertising and marketing efforts because the portfolio grew from one property to 4. They understood that automation, visitor segmentation, and marketing campaign reporting had been essential to transitioning from ad-hoc campaigns to a strategic method. Moreover, with stringent model pointers, they required an answer that may allow them to execute campaigns successfully whereas making certain model compliance.
The answer
Zoku chosen to associate with Revinate, and three years later, the workforce continues to be thrilled with the choice. The workforce had used Revinate previously. Nonetheless, after working with one other CRM vendor that didn’t focus on hospitality, they got here again, realizing simply how essential specialization is, primarily to make sure integration with lodge techniques. With the PMS built-in with Revinate Advertising, the workforce can goal particular visitor segments for promotional affords and create automated campaigns that set off instantly. For instance, earlier than visitors verify in, a pre-arrival upsells marketing campaign, or a post-check-in e mail by room sort, lays out a few of the rooftop facilities and neighborhood occasions, making certain that visitors know what to anticipate after they arrive.
Zoku’s automated visitor campaigns see open charges of 59%, on par with the area’s averages for automated campaigns despatched via Revinate Advertising. The group has greater than six automated campaigns which can be all the time operating and producing income, however two marketing campaign varieties actually stand out: the pre-arrival and “we miss you” emails.
The pre-arrival e mail is shipped robotically previous to check-in, and on the suggestion of Zoku’s Buyer Success Supervisor at Revinate, the marketing campaign has two touchpoints and features a room improve and an upsell provide for each day breakfast. As a result of the marketing campaign is shipped at simply the best time within the traveler’s journey, it’s a important income driver for the model. “We miss you” campaigns, which drive previous visitors to guide instantly with the lodge, are automated to ship two days after check-out and once more one year post-check-out. These marketing campaign varieties have pushed further direct income that may in any other case have gone to OTAs and crammed greater than 2,500 room nights throughout the properties. These campaigns have proved important, making certain that previous visitors guide direct on their subsequent keep.
Automated and one-time campaigns are simple to create and ship, which is vital because the advertising and marketing workforce is lean, simply three individuals. On-brand templates will be shortly custom-made for every marketing campaign sort, which permits the workforce to stick to their customized and distinctive branding pointers.
Revinate Advertising’s detailed marketing campaign reporting has additionally been instrumental in serving to the Zoku workforce perceive not solely its marketing campaign outcomes and what drives income, but additionally its visitors. Click on monitoring in Revinate Advertising permits the advertising and marketing workforce to see what visitors care about of their emails and the place they need to focus their efforts.
The group makes use of Revinate Visitor Suggestions throughout the portfolio, which permits them to handle on-line opinions from throughout the resolution and ship out in-stay and post-stay surveys to gather visitor suggestions. Zoku proactively responds to all opinions, following Revinate’s greatest practices, and outperforms its rivals within the variety of opinions collected. This resolution arms the Idea & Model Director with information to tell her technique for the approaching months and years. Visitor suggestions collected has influenced selections round visitor expertise, long-stay advantages, and restaurant menu modifications.
The outcomes
With Revinate Advertising’s automated campaigns, upsell income throughout the group is up over 300% year-over-year. As well as, the resorts are in a position to achieve market share from OTAs by sustaining a excessive degree of visitor engagement, even when visitors will not be on property, which interprets to direct bookings.
“Regardless of having a small advertising and marketing workforce, we’re in a position to make a huge impact on income due to Revinate’s unbelievable automation options.” – Poly Bhatt, Advertising & Communications Lead
Efficiency highlights embrace:
- 300% development in upsell income year-over-year
- Common income per one-time marketing campaign: €7,595
- Common income per automated marketing campaign: €11,500
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