How to Improve Guest Experience


ICYMI: From NAVIGATE 2022 – Nailed it! 

We recently met up in South Carolina for our annual users’ conference, NAVIGATE 2022.  During this two-day educational and interactive time, we featured a panel of our customers who discussed how Revinate’s solutions impacted their business. 

Our panelists, Lana Venter, Director of Reservations at Auberge Mauna Lani, Amber Reuss, Regional Director of Digital Marketing at SCP Hotels, and Scott Quigley, Manager of Brand Programs & Innovations at Cambria Hotels, shared how they utilize Revinate to improve their guest experience through communication and engagement.

What You Will See Here

The Importance of the Digital Guest Journey

Sharpening Pre-Arrival and Guest Experience Markets

Guest Text Messaging to Build Brand Loyalty

See a demo of Revinate products featured at NAVIGATE 2022.

The Importance of the Digital Guest Journey

With hotels in California, Colorado, Hawaii, and Oregon, SCP is unique in driving positive change through their “Every Stay Does Good” program along with their plant-forward dining, co-working space and memberships, and SCP Fit with TRX and Peloton bikes. 

With these types of offerings and programs, SCP focused on their digital guest journey to…

With three marketing team members at the corporate level, SCP had little agency support. Most of their ad spend was digital and managed in-house, which required them to leverage their partnership with Revinate. 

The Solution

“Revinate has become a key player in our digital guest journey”, said Amanda Reuss, Regional Director of Digital Marketing. Revinate formulated a strategy to…

  • Discover & Plan: By launching email acquisition efforts through multiple channels including paid social, onsite, at check-in (using arrival reports to assist front desk teams), and website login portal (opt-in).
  • Book & Stay: Through cohesive transactional email communications, SCP created consistent branding with a visual approach to on-property and local area offerings. Email confirmations became personalized by putting reservation details at the top of email confirmations.
  • Return & Reflect: Leveraging automated emails for post-stay enabled the SCP brand account to monitor promoters and detractors across the portfolio, while leadership monitored NPS for the SCP portfolio ad public rankings. 

Results

By employing Revinate’s solutions, SCP saved $30,000 in yearly cost savings by bringing email marketing in-house per hotel. Email health averaged 62% across SCP’s hotel portfolio while managing to conduct 5,600 surveys by their guests in 2021. Focusing on email acquisitions and communications-enabled SCP to clean up their guest data, while making the most of its value!

Sharpening Pre-Arrival and Guest Experience Markets

The biggest luxury guest challenge that Lana Venter, Director of Reservations at Auberge Mauna Lani experienced was with PBX operations. Front desk teams were transferring calls to the Reservation Sales HUB and informing guests to select the correct pre-recorded press option. 

This resulted in increased reservation abandonment because many pre-arrival calls were answered and then transferred a second time, creating a negative guest experience. 

The Solution

  • Revinate dedicated two separate campaign numbers for PBX operators and the front desk. One for the pre-arrival team and another for the reservations team. PBX operators needed access to the HUB! Doing so provided visibility into which agents were assisting callers, rather than blind transferring calls to HUB.

Results

Honing in on the imperfection of the guest experience paid off for Auberge Mauna Lani as they achieved 100% improvement in the guest experience with lowered abandonment rates. Minimizing the miscommunication between PBX operators and the front desk smoothed their team over for a more efficient staff.

Guest Text Messaging to Build Brand Loyalty 

With 57 hotels in key urban and destination locations, as well as over 80 hotels in development, Cambria Hotels has focused on seamless service to help guests maximize their time. 

Scott Quigley, Manager of Brand Programs & Innovations at Cambria Hotels wanted to “improve guest communications and engagement, as well as streamline our operations”, but was faced with significant challenges.

  • Choice Privileges Enrollments: Cambria wanted the arrival experience to be less process-driven and more experience-led. Cambria also struggled to reach monthly enrollment targets.
  • Elite Member Recognition: Recognition at check-in was lost in the mix of “hotel info download”. Cambria was failing to recognize guests for their specific “Elite Member” level, so Elite Recognition scores were declining.
  • Housekeeping Upon Request: Guests were unfamiliar with the new processes for housekeeping. Cleanliness challenges resulted from a lack of communication and guest understanding. Last-minute requests added operational stress to the housekeeping team.



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