Managing the traveller lifecycle with mobile
Tuesday, 10 Nov, 2009
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TravelMole Guest Comment by Marina Kolesnik and Vasily Malinov, DataArt
The proliferation of mobile devices and applications has created more ways than ever for hospitality and travel services providers to develop new revenue channels and add value for customers.
Given the iPhone’s popularity and the growing number of applications, hospitality businesses are looking to capitalize on users’ social networking habits and location-based services to embed themselves more directly in travelers’ day-to-day activities.
Travellers’ initial planning and booking phases present the best opportunity for hospitality companies to interact with customers throughout the entire lifecycle and secure new, incremental revenues.
Offering a spa treatment during the initial booking process is only one example of many of how companies can up-sell during this phase.
The most critical phase in building and maintaining customer loyalty is during the traveller’s stay, where service is an essential component of their experience. By knowing a guest’s favorite drink or newspaper, hospitality companies can greatly enhance and personalize customers’ experiences.
Such information can easily be gained by offering travellers to complete a user profile during the booking phase.
Hospitality companies can also develop various mobile applications, such as allowing reception desks to know when guests are in close proximity to the hotel. This allows the hotel to be prepared for guests to arrive, making them feel more welcome, as well as streamline check in, avoid long lines and reduce wait time.
After a traveller has completed their stay, it’s an opportune time to gauge their experience, ensure it’s even more personalised in the future, and determine their interest in receiving information about upcoming specials.
Companies can solicit information from them to build a new user profile or enhance an existing one by learning what they did and didn’t enjoy.
By connecting with travellers before, during and after a stay, travel and hospitality companies will improve their customer loyalty and revenue generation.
The propagation of smartphones has created a lucrative sales channel for travel and hospitality companies.
By extending existing marketing and promotion to mobile platforms, companies are both deepening their customer relationships and becoming more competitive.
Phil Davies
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