The Guest Life Cycle and Loyalty Marketing

50 %
50 %
Information about The Guest Life Cycle and Loyalty Marketing
Marketing

Published on March 11, 2014

Author: VisualDataSystems

Source: slideshare.net

Description

Present by Robert Gray at the March HomeAway Breakfast Seminars (Myrtle Beach, Wilmington, Pigeon Forge and Asheville) this presentation discusses how loyalty marketing encompasses the entire guest life cycle and how vacation rental managers should enlarge their sphere of influence in loyalty marketing.

Life Cycle and Loyalty Management HomeAway Breakfast Seminar Spring 2014

Visual Data Systems • Custom Desktop and Mobile Website Design • Online Marketing Consultation and Training Services • Search Engine Promotion • PPC • Email Marketing • Social Media Marketing • Reservation System Integration

Overview • Loyalty and Loyalty Marketing • The Guest Life Cycle • Expand Your Sphere of Influence • Building Loyalty • Shameless Product Plug • Q&A

LOYALTY loy·al·ty Is expressed when a customer chooses your product when other options are mostly equal.

What is LOYALTY MARKETING? “The effort to identify, maintain and increase the yield of best customers through long- term, interactive, value added relationships.” - Colloquy

Why is Loyalty Marketing ESSENTIAL to a SUCCESFUL Business? • Improve customer retention (repeat business) • Increase market share • From competitors • Cross-/up-sell • Provide a framework for relevant dialogue

The Loyalty Marketing Goal…

Loyalty Marketing & Your Company • How do you define a loyal customer? • How much does a new customer cost ($) v. retaining a current customer cost? (Hint: About 6X as much!) • If you could increase your percentage of loyal clients based on your definition by 5, 10, 15% - how much would that be worth? (Hint: for every 5% increase in repeat guests, you could reduce marketing costs by 7- 8%, all things remaining equal)

Traditional Vacationer Life Cycle Depart Stay Organizing Decision Planning Shopper

Change The Life Cycle Funnel • Remove Shopping • We don’t want the guest to resort to Google for the next vacation • Add in RETURN • The goal is to get them back in the funnel albeit at a different starting point.

New Vacationer Life Cycle Formal Loyalty Marketing Return Depart Stay Organize Book Vacation Plan Vacation

Who should we market to?

Lease Holder Pet Fee $ How You Currently Perceive Your Vacationers

2014 Leader Pet Fee $Influencer 2015 Leader Review Writer Wallet Catalyst How You SHOULD Perceive Your Vacationers

How to build Loyalty with Bob and his family • Include ALL • Communicate with Bob and others they way they want to be communicated with AND with the information they want. • Ask them how, when and what • Provide something of value in return for this information. • Exclusivity • Provide them with the tools they need to plan and execute a vacation • Remain in contact with them • Do not break your promise

How to build Loyalty with Bob and his family • Plan: Bob will return to your site in lieu of searching • Book: Bob will move directly into the booking process. • Organize: Bob and his group will have all the tools at hand to organize their trip without resorting to third party sites. • Stay: They will use your branded site during their vacation. • Depart: You will communicate with them at departure and they will welcome the communication • Return: As loyalty increases so does the possibility of return.

Coming April 2014

Guest Loyalty, Retention and Optional Rewards Tools and Consultation • Member Set Up and Management Console • Exclusive Vacation Planning Tools For Members • Multiple Communications Tools • Optional Rewards Program

Visual Data Systems 20 years serving the Vacation Rental Community with Web Design, Online Marketing Solutions, & Reservation System Integration. www.vdsys.com info@vdsys.com Robert Gray, VP – Vacation Rentals 410-964-8665 ext.:234 robertg@vdsys.com www.GuestAdVantage.com http://www.slideshare.net/VisualDataSystems

Add a comment

Related presentations

Related pages

The Guest Life Cycle and Loyalty Marketing - Marketing

Share The Guest Life Cycle and Loyalty Marketing. Embed ...
Read more

What is Customer Life Cycle? - Definition from WhatIs.com

... customer life cycle is a term used to explain the ... and maintaining loyalty to a product or service. Marketing analysts Jim Sterne and Matt Cutler ...
Read more

The Impact of Guest Experience on Hotel Revenues

every stage of the guest life cycle ... marketing success: ... Gain customer loyalty at every stage of the guest life cycle
Read more

Customer Loyalty and Satisfaction Learning Guide - SearchCRM

Customer Loyalty and Satisfaction Learning Guide. Find out about customer loyalty and satisfaction, marketing, ... Customer life cycle is a term used to ...
Read more

Lifecycle Marketing - Customer Centric Content Marketing

Most of the focus has been on creating value from content at the top of the funnel in a buying cycle. That’s where a lot of marketing ... Loyalty ...
Read more

What is customer loyalty? definition and meaning ...

Definition of customer loyalty: ... Great attention is given to marketing and customer service to retain current customers by increasing their customer ...
Read more

CEO Point of View — Customer Life Cycle Value (CLV) for ...

Mobile Marketing; Mobile Apps; Loyalty; ... CEO Point of View — Customer Life Cycle Value ... for Restaurant Marketing: Long Term Guest Focus Drives ...
Read more

Cendyn/ONE's CRM, Loyalty, and Data-Driven Marketing ...

... and Data-Driven Marketing Platform Powers AMResorts' Personalized Guest ... Loyalty, and Data-Driven Marketing ... guest life cycle ...
Read more

The Guest Cycle in Hotel - Setupmyhotel.com

The Guest Cycle in hotel. The hotel ... hotel name, hotel loyalty program member etc. The guest's decision of making the reservation ... Swimming Pool Life ...
Read more

HOTEL LOYALTY Systems Supporting Guest Loyalty

life cycle of Ms. Lauren Schott, ... guest affinity by offering points for hotel stays. ... marketing. Loyalty Systems of Today.
Read more