Managing the Guest Experience High Tech or High Touch?

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2 Managing the Guest Experience High Tech or High Touch? Carlo Fontana, CEO

3 CRM is a customer centric business philosophy dedicated to winning and keeping customers by creating and delivering value better than competitors. CRM is grounded on high quality customers data and enabled by technology.

4 We are talking about: Customer acquisition Customer retention Customer development

5 Misunderstendings about CRM: 1. is database marketing 2. is a marketing process 3. is an IT issue 4. is about loyalty schemes 5. can be implemented by any company

6 The challenge: In the era of commoditization, there s a dramatic need to improve Guest Satisfaction and grow Customer Loyalty 6

7 The risk: If hotels look all alike, guests will mainly take their decision solely on price 7

8 The answer: focus on Guest Experience Guest Experience constitutes today a very important factor when choosing a hotel, often before location and price. 8

9 The impact of Social Media on Lodging performance Transactional data from Travelocity illustrate that if a hotel increases its review scores by 1 point on a 5 point scale (e.g., from 3.3 to 4.3), the hotel can increase its price by 11.2 % and still maintain the same occupancy or market share. Cornell University The Center for Hospitality Research

10 Not forgetting the basics of customer satisfaction The four key performance indicators: 1. reservation was accurate 2. check-in in less than five minutes 3. no problems occurred during the stay 4. no billing errors Cornell University The Center for Hospitality Research

11 Customer service is a voluntary act that demonstrates a genuine desire to satisfy, if not delight, a customer.

12 Guest Experience is made by hundred thousands of interactions Anyway, Anytime, Everywhere with no precise rules 12

13 Experience + Engaging with the two faces of hospitality through multiple touch points in a «seamless and proactive» way, creating value for both. 13

14 Guest Experience with hoxell the Guest Experience begins before the arrival, in order to be different from the others «customize» the experience create expectations deliver the «promise» 14

15 15 All the information provided by the Guest and the Staff are recorded seamless, easily used in all touch points, stored and analysed for the next stay of the customer.

16 From the Reservation A single initial point of data entry, the most important one: the reservation. to the Guest Relation The reservation details will be transferred onto the platform. 16

17 The Guest

18 Confirmation with direct link to the Mypage Your reservation agent 18

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21 Customize your stay to every detail 21

22 The Staff

23 23 We created a cockpit for...

24 Reception

25 25 Conversations thread of the day

26 26 Real time monitoring

27 27 Reception List: to dos of the day

28 28 Reception cockpit: to dos, guests at risk, restaurants, taxi, etc.

29 Housekeeping

30 30 Rooming list: from paper to seamless

31 Rooms «cleaning standards» check list 31 Results: daily, monthly, etc.

32 Welcome & Engineering

33 33 Room breakdowns

34 34 Parking

35 Why hoxell

36 Personalization improves service 36

37 Benefits A greater Guest Experience Improve your Revenues Retention & direct bookings Channel conversion Human Resources Staff empowerment Cost savings

38 An Integrated Work System enabled Guest Experience Improve Perceived Service Quality Greater Satisfaction, Greater Loyalty Improved Brand Reputation enabled Efficiencies Increased Direct Bookings Optimization of Operation Costs Control and Measurement turn Key Solutions Operational from the Start Web app portability Intuitive: Low Training Overhead

39 Loyalty 61,8% Higher Intention to Return Customers who personalized their experience with hoxell report significantly higher Intention to Return to the property * * Semantic analysis of Booking.com guest comments

40 hoxell = erelationships 60,62% personalized 72,53% open 51,91% click One every three customers who opens hoxell confirmation (31, 27%) personalizes the stay

41 Profits 54,98% increase in beneficial Share Shift 56,88% decrease in negative Share - Shift Internet OTA Guests who Personalize their experience with Hoxell are significantly more likely to reserve their next stay on the Brand Site * Brand Site Guests who personalize their experience with Hoxell are significantly less likely to reserve their next stay on an Internet OTA * * Semantic analysis of Booking.com guest comments

42 Satisfaction 22,66% decrease chance of lower Service Rating Guests who personalized their experience with hoxell are significantly less likely to post and share a low Service Rating * * Evaluation on Booking.com

43 A greater Guest Experience and service perception Loyalty Word of Mouth higher Brand Reputation

44 Improve Revenues ADR Occupancy - REVPAR

45 Loyalty: keep your customers 56,88% decrease in negative Share - Shift

46 Channel conversion 54,98% increase in beneficial Share - Shift

47 Keep your Staff Staff Empowerment and Retention

48 Cost savings Engineering, no paper hotel, wasted time,...

49 Thank you