Mastering conversions: Crafting an omnichannel booking journey | with Jason Pirock and Adam Mogelonsky
August 21, 2024
In this special episode of the Hotel Moment podcast, we’re featuring a webinar conversation recorded and published by Hospitality Net. Jason Pirock, Head of Marketing at Springboard Hospitality and Adam Mogelonsky, Partner at Hotel Mogel Consulting Ltd., investigate how a Customer Data Platform turns guest interactions into conversions on every channel — web, email, text, and voice. Jason explains why nurturing guest relationships becomes second nature with a CDP by enabling guest data application across key touch points in the guest journey.
Listen in and find out how your hotel can achieve record conversion rates and identify guest personas by grounding guest communication in personalization and segmentation with a CDP.
In this special episode of the Hotel Moment podcast, we’re featuring a webinar conversation recorded and published by Hospitality Net. Jason Pirock, Head of Marketing at Springboard Hospitality and Adam Mogelonsky, Partner at Hotel Mogel Consulting Ltd., investigate how a Customer Data Platform turns guest interactions into conversions on every channel — web, email, text, and voice. Jason explains why nurturing guest relationships becomes second nature with a CDP by enabling guest data application across key touch points in the guest journey.
Together, they discuss:
- The different phases of the guest journey that are relevant to the booking process.
- The importance of using various channels, both digital and traditional, to lead customers to the hotel's website.
- The concept of omnichannel
- How segmentation is crucial for personalization and relevance in marketing efforts
- And more!
This episode highlights the importance of data analysis, segmentation, and personalized marketing strategies to achieve success in a highly competitive market.
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Episode Highlights:
[00:55] Defining the Guest Journey Phases - Jason outlines a comprehensive framework for understanding the guest journey in hospitality. He breaks it down into four key phases: Inspiration, Research, Planning, and Booking. Inspiration involves leveraging social media and third-party partners to spark interest. Research focuses on your online presence, including your website and reputation through reviews. Planning encompasses content, affiliations, and value propositions, while Booking deals with user experience, mobile optimization, and retargeting tactics. This structured approach helps marketers strategically target guests at each phase, ensuring that their needs and interests are met effectively throughout their journey.
[06:36] Utilizing the Customer Data Platform (CDP) for Segmentation and Personalization - Jason also discusses how segmentation, closely tied to personalization, can enhance marketing efforts. Segmentation involves targeting specific groups, such as drive markets versus fly markets, with tailored offers. The CDP enables deeper analysis of customer data to identify patterns, such as repeat guests or recent stays, allowing for more relevant messaging and offers. Jason emphasizes that segmentation helps not just in crafting personalized emails but also in understanding consumer behavior more broadly, thus refining marketing strategies to better meet guest expectations and improve engagement.
[12:37] Nurturing Conversions with the CDP - Another interesting point that Jason makes surrounds how the CDP supports conversion strategies through nurturing techniques. For instance, abandoned cart reminders, personalized offers, and value-added incentives like room upgrades can help convert high-intent users who didn't complete their booking. Instead of just offering discounts, Jason explains that nurturing involves educating guests about the hotel's offerings and enhancing their stay experience. This approach not only improves conversion rates but also builds a more engaging and personalized guest experience, ultimately fostering greater loyalty and repeat business.
Chapters:
00:00 - Intro
00:55 - The Booking Journey Unveiled
03:58 - Harnessing Segmentation for Personalization
06:36 - The Power of Customer Data Platforms (CDP)
09:48 - Converting Visitors into Bookings
13:42 - Maximizing On-Site Revenue
15:41 - Understanding and Leveraging Customer Lifetime Value
17:43 - Data Integration and Future Planning
26:00- Navigating the World of Blended Travel
28:33 - The Role of Data in Plus-One and Blended Travel
31:46 - Closing Thoughts and Leveraging Automation
33:44 - Outro
Hotel Moment Podcast is handcrafted by our friends over at: fame.so
Previous guests include: Shannon Knapp, CEO of Leading Hotels of the World (LHW), Patrick Norton of Brittain Resorts & Hotels, Shawn Jereb of Montage International, Carlo Del Mistro, Chief Digital Officer of Ennismore, Jason Pirock of Springboard Hospitality, and many more.
Are you a hospitality industry leader with insights to share? We're always looking for innovative voices to join our conversation about the future of hospitality technology.
If you'd like to be a guest on an upcoming episode of Hotel Moment, we'd love to hear from you! Our podcast reaches thousands of hospitality professionals worldwide, and we're particularly interested in perspectives on:
- Innovation in hospitality technology
- Guest experience transformation
- Revenue optimization strategies
- Emerging industry trends
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