Ensure words, images, functionality and usability of your website resonates with guests
Published: 06 Jun 2008
CRM and Web Development Special
Over the last year or so, Preferred Hotel Group has been rebuilding its websites to ensure that the different groups of guests are able to find information about every aspect of their stay.
These sites are www.preferredhotels.com, www.preferredboutique.com, www.summithotels.com and www.sterlinghotels.com.
"It is imperative that as a luxury travel group, we engage with our customers in the online environment as fully as possible, continually innovating and re-evaluating our offering," says Chris Fradin, Director, Marketing - Europe, Middle East & Africa, Preferred Hotel Group.
On the latest online initiatives related to the websites, Fradin said, "Not only do we offer information on the hotel, we offer details of the location, what's hot, what's not, what other guests have said about the area and the hotel. We want to make sure that we fully engage the guest and ensure that they come back to us the next time they are travelling, whether on business or for leisure."
According to him, the key to all of this is understanding the customer, what they like and dislike, what turns them on and what turns them off.
"Breaking down your customer base into bite-size chunks enables you to form a more direct relationship with your customer.
· Acquire and retain – new customers and retain existing ones
· Segment and target – what do my customers want to hear
· Manage content – the core message
· Personalisation – the specific message
· Execute – the channel, tweak the messages
· Report and track – success and areas for improvement"
On how are hotels capitalising on the trend of online customer empowerment, Fradin said it is paramount that we engage with our guests on their own terms and not assume we know what they want to know.
"We constantly invest in the on-going development of our brand websites to make the experience as engaging as possible for our guests, whether new or returning. Web 2.0 is a key part of this ongoing relationship management. Guests want to be able to interact with the brand any which way they choose and through blogs, forums, photo galleries, stories and the like. Some non-PHG hotel websites I have seen recently are no more than a misty shop window to their property, when their website really should be a fully interactive experience which lives and breaths the hotel brand, engaging the guest and pulling them in to ask more questions," Fradin told EyeforTravel.com's Ritesh Gupta.
He propagates that careful segmentation of the many diverse customer groups is absolutely key in the hospitality industry.
Firstly you need to understand the different kinds of guest – as detailed in the question – remembering that they will often be the same person, only in a different mindset. Then, you need to ensure that they way you talk to them is relevant to their mindset and needs.
"At Preferred Hotel Group we have different websites which clearly speak to guests driven by specific experiences: Preferred Hotel Group (corporate, B2B customers); Preferred Hotels & Resorts (ultimate, indulgent luxury); Preferred Boutique (intimate luxury); Summit Hotels & Resorts (smart, local luxury); Sterling Hotels (value experience). The words, images, functionality and usability of any specific website must resonate with the guest as s/he searches for his/her personal experience," he said.
He added that e-CRM is a vital element of the overall CRM approach by any company.
According to Fradin, hospitality companies must engage their guests at every touch point to ensure that the brand promises are met and exceeded.
"Guests need to be engaged and this is only guaranteed when every touch point is singing from the same hymn sheet: print advertising; online advertising; websites; email newsletters; voice reservation agent; customer agent; hotel receptionist; the concierge; the food & beverage staff… All play an integral part in the entire relationship and if successful, guests will come back for more. Clearly, achieving this can be a challenge for any company – done properly it will bring rich reward," he said.
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