Exploiting the potential of leisure loyalty

Exploiting the potential of leisure loyalty Julien Fournier The Rezidor Hotel Group March 2008 FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Agenda 1. The Rezidor Hotel Group 2. CRM activities by type and segment 3. ‘Exploiting the potential of leisure loyalty’ 3.1 Global trends 3.2 The leisure travellers 3.3 What do we know? 3.4 Measuring leisure loyalty? 3.5 Back to the office 4. Conclusion FFP Conference March 2008 – Leisure Loyalty – Julien Fournier The Rezidor Hotel Group • 322 Hotel in operations and under development • Multibrand • 65,840 rooms • Aggressive growth FFP Conference March 2008 – Leisure Loyalty – Julien Fournier CRM activities Look to Book Partner marketing goldpoints plus Other B to C + B to B Travel agents Frequent Travelers Our loyal business guests Leisure segments/MICE Database marketing, leisure promotions, destination marketing, POS, viral marketing, web, and SEO FFP Conference March 2008 – Leisure Loyalty – Julien Fournier CRM activities Look to Book Partner marketing goldpoints plus Other B to C + B to B Travel agents Frequent Travelers Our loyal business guests Leisure segments/MICE Database marketing, leisure promotions, destination marketing, POS, viral marketing, web and SEO FFP Conference March 2008 – Leisure Loyalty – Julien Fournier CRM activities Look to Book Partner marketing goldpoints plus Other B to C + B to B Travel agents Frequent Travelers Our loyal business guests Leisure segments/MICE Database marketing, leisure promotions, destination marketing, POS, viral marketing, web and SEO FFP Conference March 2008 – Leisure Loyalty – Julien Fournier CRM activities Look to Book Partner marketing goldpoints plus Other B to C + B to B Travel agents Frequent Travelers Our loyal business guests Leisure segments/MICE Database marketing, leisure promotions, destination marketing, POS, viral marketing, web and SEO FFP Conference March 2008 – Leisure Loyalty – Julien Fournier CRM activities Look to Book Partner marketing goldpoints plus Other B to C + B to B Travel agents Frequent Travelers Our loyal business guests Leisure segments/MICE Database marketing, leisure promotions, destination marketing, POS, viral marketing, web and SEO FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Focus on goldpoints plusSM • Multibrand loyalty programme • Flexible and relevant programme to business travellers • Customer intelligence • Marketing platform • Tool for marketing partnerships • Inter-department project FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Focus on goldpoints plusSM • ‘Self Service’ and non intrusive • All electronic approach • Lifecycle driven & personalised communications • Focused on leisure time • Destination insights FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Findings from goldpoints plusSM • 80% of active members are enrolled at hotels • 17% of the base identified as leisure weekenders (17% of the membership) • 50% of transactions from Elite tiers FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Exploiting the potential of leisure loyalty FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Global trends* for the travel industry • Growing importance of word of mouth, referral and internet searches for choice • Brand choice vs. destination choice? • Ageing society • Polarisation of markets • Individualisation vs. mass packages • Increasing and overwhelming marketing messages to consumers * Future of leisure travel * Hospitality 2010 FFP Conference March 2008 – Leisure Loyalty – Julien Fournier The leisure travellers • Growing interests in other cultures • Need of self realisation • Quality of experience more important than quality of good • Travel is no longer a luxury but a human right • Escape boredom • Emotional medicine against stress • Regeneration and health * Future of leisure travel FFP Conference March 2008 – Leisure Loyalty – Julien Fournier What do we know*? • 68% have stayed with us on business • Most of them travel primarily with their partner/spouse • Most of them travel across Europe • Short breaks in their country of residence • Main activities of interest: 1. dining out 2. Theatre and music 3. Art events and museums * Survey to Get More Scandinavia cardholders 2007 FFP Conference March 2008 – Leisure Loyalty – Julien Fournier How to measure leisure loyalty? • Satisfaction surveys • Datamining • Tracking engagement in communications • Increasing surveillance of online postings • Monitoring business stays extensions for leisure • Improving tracking tools FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Back to the office… FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Ex 1: EMEA wide rate discount and bonus mileage • Summer promotion – discount and mileage • Strong online presence • Supported by targeted email campaign FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Ex 2: Tactical hotel offers • Solus email • Meaningful destination insights • A simple offer, easy to book • Quality of visuals • Open rates and clickthroughs above average statistics FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Ex 3: Driving leisure bookings through redemption promotions • EMEA wide leisure promotion • Strong proposition • Personalised communications, examples of redemption based on account balance and country of residence FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Ex 4: Creation of a subscription based leisure programme • Launch of a leisure programme • Buy 4 Get 1 free • Success on year 1 • Operational issues and consumer friction on following years • Need for simplicity and clarity of programme rules 2004 2005 2006 2007 FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Ex 5: Time Zones • Regular e-newsletters with strong themes • Benefits and content value • Tone of voice • Personalise, personalise, personalise (130+ versions) • Efforts on navigation • Open rates and clickthroughs above average statistics FFP Conference March 2008 – Leisure Loyalty – Julien Fournier So… FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Exploit the potential of leisure loyalty by… • • • • • • • • • • • Focussing on existing consumers Driving leisure stays from business travellers Creating true experiences Integrated campaigns (off and online) Being present on web 2.0 platforms and monitor threads Being the host of your destination(s) Integrating consumer facing staff and operations Investing in personalisation and tracking Offering true benefits without commoditising Datamining and testing low scale activities Keeping it simple FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Before we leave • • • • Get back in the box Engagement vs. distance Common sense Inspiration and fun FFP Conference March 2008 – Leisure Loyalty – Julien Fournier Thank you FFP Conference March 2008 – Leisure Loyalty – Julien Fournier