News About Finding & Keeping Customers
YouCam Apps Kicks Off Summer with Rainbow Pride & July 4th Celebration AR Photo Filters, Makeup Looks, and Animation Effects
We store cookies on your computer to improve your experience and provide more personalized services, both on this website and on other sites. For more information about the cookies we use, see our Privacy Policy. We won’t track your information when you visit our site. We will have to use at least one cookie to ensure that you won’t have to make this choice again.
Hotel cancellation rates have been steadily rising for years, in part fueled by a culture of ‘book now, pay later’ created by OTA giants. Covid did not create cancellation habits – it will perpetuate them, though. As a hotelier, it’s important for you to be aware of the patterns because it will help you to determine how to combat the issue. Back in 2019, D-Edge Hospitality Solutions reported that the global cancellation rate of hotel reservations reached 40% (with the direct website channel keeping the lowest cancellation rate).
There are ways to combat cancellations – including having a solid, smart tech stack that integrates well together, a confident marketing strategy, and a real understanding of the new guests post-Covid that will require you to develop new guest personas, (doing this will also help you identify who is cancelling) to name but a few – more practical ways on how to combat cancellations later. It’s imperative as a hotelier that you do not ignore this growing behaviour, it’s crucial you use all the tools at your disposal to minimise the upset to your revenue.
Photo: Net Affinity
While the cancellation rates we are seeing are increasing year on year, on par with the global trend, they are still some of the lowest in the industry. There are a myriad of reasons for this. We service the majority of our clients with the full suite of our products, including booking engine, website and marketing. The connection between all of these elements can create more harmonious conditions throughout the booking process, which can help to establish loyalty between guest and hotel. Loyalty is such an important factor! You can try to start deepening loyalty between you and your guests by looking into the likes of personalisation, your social media presence, your marketing strategy and email strategy.
In 2017, the cancellation rates analysed across our clients were coming in at 11.2% on average. That figure moved up to 12.8% in 2018 and to 12.3% in 2019. Cancellation rates may never be this low again due to significant and notable changes in people’s booking habits. It is widely recognised in the hospitality industry globally that understanding your guest and their new behaviour & expectations will be key to your success as you compete against other hotels. Post pandemic, it will be crucial to make sure your website has favourable cancellation terms, which will help to drive more direct bookings, and also manage your cancellation rates, as those booking direct, with a direct relationship with the property are less likely to cancel.
Photo: Net Affinity
When it comes to average cancellation lead times, in 2017 this figure came in at 27.4 days, moving up to 29.5 days in 2018 and to 30.8 days in 2019.
As we all know, 2020 and 2021 so far have been heavily affected by the pandemic, so they sit in their own category in terms of trends and behaviours.
Photo: Net Affinity
The cancellation rate in 2020 came in at around 35.9% on average, and is currently sitting at around 31.9% so far in 2021.
Photo: Net Affinity
Considering cancellation lead time, on average we saw it come in at around 28.1 days in 2020, and saw it shoot up to around 50.4 days on average so far in 2021.
In regards to May 2021, we can see that the majority of cancellations were made by people due to arrive at hotels this month (June). This is mainly due to the fact that there were a significant higher number of bookings made for June than May. The cancellation lead time in May sat at an average of 82 nights. This number will drop massively when we analyse June in a few weeks, as guests tend to cancel bookings in the month for the month.
Photo: Net Affinity
As was to be expected, we saw a nice spike in bookings on the 29th April for ROI properties once the reopening date was announced (following in the footsteps of cities who reopened before us). Booking numbers levelled off after a couple of days, but remained steady throughout May.
We noted the natural peaks and troughs throughout the month (bookings are normally a little quieter on Friday and Saturdays), however the monthly booking volume was 27% higher compared to the same period in May 2019. Looking at the North of Ireland, bookings were up a whopping 112% compared to May 2019.
Photo: Net Affinity
Website traffic in May saw a return to 2019 levels following the announcements of hotel reopenings (with normal peaks & troughs highlighting slightly slower weekend traffic). This is positive when we consider the growth in bookings – people seem to have a strong intent to book when they arrive on a hotel’s website, and the patterns show that marketing campaigns are driving targeted traffic to hotel’s websites.
What can you do to combat the number of cancellations you inevitably face?
Putting a booking deposit requirement in place is the most effective tool to reduce cancellations – however, keep in mind reduced bookings are also a side effect of booking deposits for many hotels.
You will need to consider a number of factors when it comes to the impact of a booking deposit on your property including:
If you’re confident that your property can charge a booking deposit without it negatively effecting your revenue optimization, then it’s most likely a good strategy for your hotel. While it may work for some, we generally encourage hotels not to put a booking deposit in place as we have seen it reduce bookings in some instances.
We talked recently about the growing importance of personalisation when it comes to increasing your revenue – one of the most effective things you can do without having a booking deposit in place is to give your guests a call.
This establishes a sense of personal attention, while also giving your guest the opportunity to cancel if they need to. It also gives you another way of giving them handy information they might need like your restaurant opening hours, dinner reservations, leisure centre policies, etc. Use the call to let guests know you’re looking forward to welcoming them to the hotel. If they’ve booked another hotel in the meantime, this personal touch could potentially be a deciding factor in their decision to stick with you.
Perhaps you don’t have the manpower necessary to call all your guests! Email is another incredibly effective way of making contact, and you can personalise them too.
Use email to give guests the opportunity to cancel, but also to communicate your excitement about being open and for their upcoming visit.
If you normally send your pre-stay email 3 days in advance, maybe look at sending it 1-2 weeks in advance so you’re giving more time to allow for cancellations.
Here at Net Affinity, we provide our clients with the option to customize their pre and post-stay emails, see here for more details.
If you’re a Net Affinity booking engine client, you can also add a message to your ‘Pre-cancellation’ section which appears on the page your guests visit when they are cancelling their booking. This message can be tailored by your hotel to encourage guests to rebook another time.
You can also add a ‘Post-cancellation’ message which appears on the cancellation confirmation screen and on the cancellation email. This is an opportunity for you to use the space to encourage guests to sign up to your newsletter or to buy a voucher.
While many hotels have a 24 hour free cancellation policy, some have a 48 hour policy, or even up to 7 days depending on the property type.
Some properties will have more favourable terms on their own website such as 24 hours, and then they might increase it on third party sites which can benefit them by helping to drive more direct bookings. Have a think about the benefits of increasing your cancellation period and decide if it’s right for you.
It is a well known strategy for hotels to utilize ‘overbooking’, which allows them to maximise their revenue and reduce unsold inventory.
If you normally have a certain threshold for overbooking, then you might need to discuss increasing it. It may be necessary to include front office, the reservations team, the Financial Controller, the Revenue Manager and the General Manager in this discussion so that everyone has the chance to buy into the decision. It’s something we advise you keep reviewing and discussing as part of your regular internal catch ups.
It will be important to keep on top of the trends that manifest themselves over the coming months so you can continue to make smart decisions when it comes to your strategy. We are holding a market insights session next week, in which Helena Rowe Bradley will talk you through everything we’re seeing in relation to booking and cancellation data. If you’re a Net Affinity client, you can sign up for free.
If you’re interested in learning more about cancellation trends, send us an email at [email protected]
Mr. Koserowski brings nearly 25 years of experience in marketing to his new appointment as Senior Vice President and Chief Marketing Officer. He was appointed Vice President Digital Product Development and Marketing for the organization in 2011 and upon Ms. Knapp’s appointment to Chief Executive Officer from Chief Marketing Officer in 2019 he assumed leadership of the global marketing team. Mr. Koserowski’s new business and product development remit will expand in his new role. As Chief Marketing Officer he will lead the customer strategy, loyalty program, digital product development, B2C and B2B marketing, customer experience, and new business development and partnerships. Mr. Koserowski will report directly to Ms. Knapp.
Recent Appointments at LHW
11 June 2021 — Ms. Alba has spent 15 years developing customer-centric marketing campaigns and communication strategies for global businesses. This highly skilled marketer started at Leading Hotels in 2014, first as the Director of Global Public Relations and Media Partnerships, and then as Senior Director of Marketing Communications.
read more
Caitlyn Jenner’s appearance on “The View” was bound to stir up some controversy; however, after Jenner was questioned about who she thought won the 2020 election, her response was a bit shocking, as she refused to directly answer the question. “I’m not going to get into that. That election is over with. I think Donald Trump did do some good things. What I liked about Donald Trump is he was a disruptor,” the longtime Republican stated, as noted by Decider. “I want to do the same thing. I want to go in and be a thoughtful disruptor in Sacramento. We need to change the system, and I want to change that system for the positive. I’m in it for the people.”
That statement didn’t sit too well with Jimmy Kimmel, as he lashed out at the former reality television star during “Jimmy Kimmel Live!” on June 10, 2021. “Are we sure that isn’t Donald Trump in a Caitlyn Jenner wig? Because, I mean, look at this,” Kimmel said, showing pictures of the two public figures side-by-side (via Decider). “The resemblance is uncanny. They’ve got all the same kind of moves.”
Kimmel went on to say that Jenner’s interview on the popular talk show as “a lot of nonsense,” and it was just a ploy on the reality star turned politician’s part to “get attention.”
“Caitlyn Jenner has a better chance of being the next Batman than she does governor of California,” Kimmel said. “She knows little to nothing about anything, really.”
Virtual Wins Platinum And Gold Hermes Creative Awards
We store cookies on your computer to improve your experience and provide more personalized services, both on this website and on other sites. For more information about the cookies we use, see our Privacy Policy. We won’t track your information when you visit our site. We will have to use at least one cookie to ensure that you won’t have to make this choice again.
As part of the launch of MarTech’s Email Marketing Periodic Table, we are highlighting key chapters of the report. If you would like to check your own email strategy against the elements of good email optimization and deliverability, download the full periodic table today.
Emails don’t just get sent on their own. In fact, there is a robust list of elements you need to consider in order to have an effective email marketing infrastructure.
For starters, there’s the Domain Name System (Dn), known as the phonebook of the internet. The DNS maps a domain name to the IP (Ip) address hosting the website and the IP sending mail for a particular entity with a different domain name.
A Mail Transfer Agent (Mt) is the software that transfers electronic messages from one user to another by using a SMTP server (Ss) which enables outbound email. A Mail User Agent (UA) is the software that enables emails to be sent and received. These two separate pieces are key to getting emails through to your customers and prospects.
Everything you need to know about sending emails that your customers want and that inboxes won’t block. Get MarTech’s Email Marketing Periodic Table.
Click here to download!
A Sender Policy Framework (Sf) is also required as an email authentication method which detects forged sender addresses during the delivery of your email. On the other end, the user’s inbox uses a POP3 Server (P3). When subscribers complain, Feedback Loops (Fl) ensure that these complaints are routed to the sender so they can be acted upon.
Typically, your IP address will be associated with a domain name or a subdomain through the Domain Name System. Subdomains (Sd) help your customers recognize your brand’s name through the top- level domain; this prevents phishing attempts.
If you are considering adding BIMI (see the Experimental section in the full report), two critical steps come first. Logo Trademark Ownership (Lt) is a key element that is necessary for implementing BIMI. You also need to apply for a Verified Mark Certificate (Vc). Lastly, for the brand’s logo to be displayed, the email must pass DMARC (Dm) authentication checks, ensuring that the organization’s domain has not been impersonated.
Henry Powderly is vice president of content for Third Door Media, publishers of Search Engine Land, Marketing Land and MarTech Today. With more than a decade in editorial leadership positions, he is responsible for content strategy and event programming for the organization.
Creating a convenient experience for customers cultivates brand loyalty. In today’s digital age, convenience is more accessible than ever before.
This is article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.
For clients to remain loyal, businesses must adopt a client experience that achieves convenience. In order to live up to instantaneous expectations, consistent dedication to the client, their experience, and a heavy emphasis on customer convenience are required when establishing and nurturing loyalty.
For any small business owner, CEO, or customer experience leader, knowing the right strategies and staying away from the common missteps can make all the difference.
Customer convenience and loyalty, in most instances, are dependent on each other. Generating customer loyalty is all about offering a convenient experience that provides clients with the needs and services they are looking for from your business. Consumers today are highly connected, and they forge an emotional connection with the brands they choose to do business with. This means that optimizing your customer experience and customer journey is key to ensure your client base does not leave for your competitors.
It begins with meeting your clients where they are. Be responsive. Take a look at the market, get to know the pain points, and provide a direct solution to your target audience’s needs.
Business owners today simply cannot expect to generate engagement, build a following, and create loyalty without undergoing digital transformation. Consumers remain ever-connected and ever-dedicated to mobile technology, and that idea shows itself in a number of different ways.
Look at a company like Uber – they were able to help propel the rideshare movement into a multi-billion dollar industry simply by improving the ordinary taxi experience through the use of digital technology in one actionable application. Users can download the app, scan their location, and instantly hire a driver to come pick them up in minutes. They can even pay directly through the app, add a tip, and enjoy the rest of their day all in a single, easy to use mobile application. Similarly, drivers have their compensation deposited right into an account from the app, without having to ask for payment or hang onto cash.
This convenient experience is what makes customers keep coming back – this convenient experience fosters loyalty. At the end of the day, it’s no different than an average taxi ride, but added customer convenience is what helps to generate loyalty to that brand – and Uber has an immensely loyal user base.
The most optimal strategy for fostering reliable customer loyalty is to offer clients a complete and comprehensive OneStop digital experience. Consumers demand convenience because their entire digital and mobile experience is based around instant access. When a brand doesn’t offer that, or deviates from that path – even slightly – they’ll pass on it and move to the next brand that does offer them the service of customer convenience.
The best way for businesses to meet consumers where they are is to pivot their attention to the digital realm. Embrace the OneStop strategy and determine a solution to offer the level of convenience that consumers demand in all aspects of their mobile-based, digitally-driven lives.
Think about it – how much easier would it be for you if you could control every aspect of your customer journey in one single platform? Having an app, accessible from both mobile and web, is a digital solution for completing high-touch business processes. A OneStop digital experience is what consumers expect in today’s environment.
By deploying a web or mobile app on a platform that is built to scale, businesses can future-proof their service offerings by meeting and exceeding customer expectations. Moxtra powers OneStop Customer Collaboration Portals for businesses, delivering
just-in-time service with an all-in-one suite of interactive features for securely completing business wherever, whenever, in today’s digital age.
Each Moxtra-powered private digital channel acts as a fluid extension of your business, either as a standalone website or mobile app under your brand. Deliver continuous communication to your clients, while maintaining persistent human relationships to your customers with a digitally resilient strategy.
Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.
Written by Moxtra
In a shocking incident, former Imran Khan aide Ashiq Awan slapped a Pakistan People’s Party (PPP) Member of National Assembly (MNA) Qadir Mandokhail during a debate programme in a television studio, the video of which has gone viral on social media.
In the video of the incident, Firdous Ashiq Awan – the special assistant to the Punjab CM and an ex-Imran Khan aide – is seen having a heated argument with PPP MNA Qadir Mandokhail following which she slaps him despite the anchor attempting to calm both the leaders. Qadir Mandokhail is seen raising his hands at Firdous Ashiq Awan in defence following which another person intervenes. The incident is likely to have occurred off-air even though the slapping incident was caught on camera.
In which special assistant to CM Punjab Firdous Ashiq Awan slaps member national assembly Qadir Mandokhel. Behind the scenes of news talkshow. pic.twitter.com/qqzURJAdlm
— Naila Inayat (@nailainayat) June 9, 2021
Issuing a statement after the video of the incident went viral on social media, Firdous Ashiq Awan claimed that Qadir Mandokhail had threatened her & had insulted her father. The Special Assistant to the Punjab CM justified her actions (slapping the PPP leader) citing the use of abusive language against her & her kin by Qadir Mandokhail. Firdous Ashiq Awan threatened to take legal action against Qadir Mandokhail after holding consultations with her lawyers.
ٹاک شو کے دوران پیپلزپارٹی کے قادر مندوخیل کی جانب دھمکیاں دی گئیں۔ قادر مندوخیل نے بدزبانی اور بدکلامی کرتے ہوئے میرے مرحوم والد اور مجھے گالیاں دیں۔ اپنے دفاع میں مجھے انتہائی قدم اٹھانا پڑا! قانونی ٹیم سے مشاورت کےبعد قادر مندوخیل کےخلاف قانونی چارہ جوئی کی جائیگی۔ pic.twitter.com/7AbDNMaHV0
— Dr. Firdous Ashiq Awan (@Dr_FirdousPTI) June 9, 2021
Meanwhile, Qadir Mandokhail claimed that he wasn’t allowed to speak during the debate programme despite Firdous Ashiq Awam having already spoken for 30 minutes. Detailing further in a video message circulated on Pakistani media, Qadir Mandokhail said that he had sought permission to speak but was told allegedly by the Special Assistant to the Punjab CM that he would have nothing to say as his party was corrupt. Qadir Mandokhail claimed that he was slapped and heckled by Firdous Ashiq Awam while the news channel had taken a commercial break
MIAMI–(BUSINESS WIRE)–Demand for cloud-based marketing automation solutions continues to grow as consumers seek out personalized customer experiences no matter the marketing channel they’re on. With a focus on achieving true end-to-end customer experience, vendors have expanded customer visibility through customer data platforms and integrations, according to Nucleus Research’s 2021 Marketing Automation Value Matrix.
Nucleus Research named Active Campaign, Adobe, HubSpot, SharpSpring, Salesforce and Oracle as “Leaders” amongst the market space and have adapted and thrived to meet the demands of digital customer journey. The Nucleus Research Marketing Automation Value Matrix provides an assessment of the market based on how vendors deliver value to customers.
“The overall goal for both marketing technology vendors and marketers is to provide one-to-one customer experience,” said Nucleus Research Analyst Jason Blackthorne. “Our results found that the leading vendors expanded their solutions to seamlessly connect with the entire marketing technology stack. Nucleus expects these advancements, along with AI-powered marketing automation will increase campaign and touchpoint personalization to expand customer satisfaction and drive revenue growth.”
Rather than an empirical ranking of the vendors, this year’s research delivers a current snapshot of the market of what customers and vendors can expect from the marketing automation solution space for the future.
To download the full 2021 Marketing Automation Technology Value Matrix, click here.
ABOUT NUCLEUS
Nucleus Research is the recognized global leader in investigative ROI technology research. Using a case-based approach, we provide research streams and advisory services that allow vendors and end users to quantify and maximize the return from their technology investments. We deliver the numbers that drive better business decisions. For more information, visit NucleusResearch.com or follow our latest updates on LinkedIn.
To succeed, every startup needs to find and keep more users, but our attention spans get shorter every year. Eventually, your company will hire someone who’s up to speed with the latest problems and solutions in growth.
In the meantime, TechCrunch is here to help.
We’re asking founders to share a brief recommendation for talented growth marketers who have made a difference for them. We’ll use your responses to feature the best growth experts to our audience through our articles, events, and soon, a free database list.
Whether you worked with a great individual or an agency, we want to know who helped you figure out great solutions in SEO, social media, content marketing, analytics and other growth mechanisms.
There are a million marketers out there, most of whom have never worked with serious startups before. The types of people we want to spotlight will be proven experts in using product management, engineering, data and marketing techniques specifically for ambitious companies like yours.
If you are a growth marketer, we encourage you to share this survey with your clients (but completely discourage self-recommendations).
Founders and other startup leaders, please fill out this nomination form, and be on the lookout for more from top marketers in the next few weeks (with a few more things in store). If you had filled out our email marketing survey from a few weeks ago, thank you! We’re putting your responses to work as part of this project already.
Have any questions? Email ec_editors@techcrunch.com.