Lifecycle Marketing Blog

The Tremendous Value of the Follow-Up: LifeCycle Campaigns that Drive Revenue

I started to call this The Lost Art of the Follow-Up, but in truth, I’m not sure enough companies ever understood the art well enough to say that it’s been lost. Perhaps the Little Known Art of the Follow-Up is more appropriate. Here’s what we know: follow-ups substantially increase sales. They are necessary. And they …

Researching Hotels and Vacation Rentals Search - Couple on Mountain

Guest Booking Path Phase II: Research

Today’s technology-driven, travel buying path is constantly in flux. Travelers are presented with more options for accommodations than ever before, from independent hotels and destination resorts to vacation rentals and private homes. There is also an ever-increasing number of avenues where they can find those accommodations, including online travel agencies (OTAs), listing sites, metasearch sites, …

Tropical hut on water at sunset

Guest Booking Path Phase I: The Dream

The President of the Rhode Island School of Design John Maeda once noted that seemingly opposite scientists (introverted and technical) and artists (uninhibited and expressive) are more similar than not. Much of their symmetry lies in their process. For instance, they ask the big questions about society, and they pursue these matters via open-ended inquiry …

Budget for 2016, wooden blocks on a wooden background

Five Ways to Make the 2016 Budget Season More Hospitable

Ask most digital marketers, and they will nearly always recommend that a hotel invests 75% of marketing funds in digital. A Boston University report shows that in reality, 25-30% of marketing budgets (not limited to hospitality) are in digital marketing with some inching toward 50%. Online bookings are approximately 55% of total bookings, and while …

customer-loyalty

The Extraordinary Value of the Repeat Guest

What if, in addition to looking at the cost of acquiring new guests, hotels considered the benefit of repeat guests more carefully? Repeat guests are exponentially more prized than new guests are. Their business costs less to acquire, and according to a Gallup study, engaged guests (a category that includes repeat guests) are all around …

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The Three Big Myths of Email Marketing: How to Really Win Your Guests’ Loyalty

Tired of lackluster revenue reports? “Join the Revenuetion” at the Los Angeles Convention Center, June 23-26. NAVIS is driving a revenue revolution–our revenuetion–against even a single missed revenue opportunity from your voice and data channels. Meanwhile, follow the myth-busting tips below and start your own revenuetion to “Reach” a new level of effectiveness with your …

Promotions

Email Marketing and Gmail’s New Tabs Feature

A few months ago, Google redesigned their email inbox, introducing a new Tab format which categorizes user’s emails into Primary, Social and Promotions Tabs, with Promotions taking the far right position on the page. Gmail is now the #1 worldwide platform for emails with 425 million monthly active users, surpassing Hotmail in 2012.  In the …