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February 2010 Newsletter
25-Feb-2010
Portrait of a Hotel GuestMany years ago, when I worked at a major Australian retailer through my Uni years, they had a portrait of their ideal customer. Her name was Mrs B and she was (in overview) a 28-45 year old, married, working mother who had above average income and did the majority of shopping for her family. Although the stores and store marketing did not focus solely on Mrs B, everything they did was tested to make sure that it would attract, appeal, interest or, at the very least, definitely not exclude her. This included the look of the store, the way the staff behaved, purchasing and of course marketing collateral, pricing and sales.Now I am sure that this picture has changed many times over the last 15-20 years and that Mrs B (if she is still a Mrs) would look very different. The picture at the time was drawn from many sources and marketing research but heavily influenced by the greatest holder of transactional data – the store card. Each transaction was analysed and trends formed to create this virtual customer with the highest propensity to spend. Short of medical facilities, credit card companies and banks…hotels hold one of the highest levels of transactional activity for individual client accounts, and it can most certainly be used to draw portraits of your typical guests. This does not necessarily mean that you focus on one group to the exclusion of all others, but the groups with the highest propensity to listen to your message and act on it should star front and centre. For Example- Using dataArc and looking at Domestic guests for the Sydney market staying in 5-star hotels on a Saturday night on hotel leisure packages - we can form the following. Mr and Mrs Fivestar From the higher-income suburbs of Sydney- trending outer Sydney, couples with primary school or older children still living at home, professionals or own businesses, high spends on personal and household goods, food- takeaway and restaurants and holidays. Depending on your hotel and your marketing strategy, you might actually form a number of smaller pictures of particular groups. Or, like the retailer, you may wish to focus on the iconic guest and draw in other aspirational guests in his/her wake. How you use this information in your strategic planning is up to your talented teams, and we are here to assist. We may not be the most artistic bunch…but this is certainly a portrait that we are ready to help you paint. Contact the ITD team for more information.  |
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Introducing E-TriggerITD’s E-Trigger, in association with EzyMsg, provides a automated email process, allowing you to communicate with your guests before or after their stay at your hotel and market your entire organisation more effectively. |
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Congratulations to the Newly WedsCongratulations to James Leslie from ITD's data team who wed the very beautiful Lauren Carr on Saturday 9th January 2010. The couple exchanged vows in a garden ceremony on Lauren's family's property in Alstonville, NSW. James and Lauren will be honeymooning in South Africa in March.ITD wishes the happy couple all the best. |
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Top 5Top 5 Wedding Gifts
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| InTouch Download has been created to communicate information, tips and hints based on our clients' most frequently asked questions. I hope that you have enjoyed this month's edition and learned something new. If you have any suggestions regarding future content, feedback or requests for information please let me know. With warm regards, Rebecca Reilly Director Intouch Data |
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An Australian company proves that when it comes to effective marketing, a property’s own guest data is the key. To maintain a competitive edge and adhere to marketing budgets, the pressure is on group marketing personnel to make every marketing dollar count. » Read More