Engage with users even in the Silent Zone
Automate customer engagement until hotel check-in with personalised communication
Overview:
Establishing a routine of personalised and contextual correspondence helps forge a stronger relationship with your guests. The period between booking completion and pre-checkin is termed as 'Silent Zone' in the hospitality marketing parlance. There's a huge scope of cross-selling services that might be helpful to the guest during the stay. Some of the services that hotels should look to engage with are -
- Personalised welcome Email
- Post booking satisfaction survey
- Pre-checking special request survey
- Airport taxi service/Concierge service
- Local travel arrangements
- Recommending local attractions or event
Engaging with a personalised strategy goes a long way in making your guest's stay more enjoyable and pleasurable experience.
This Journey shows how you can automate customer engagement by cross selling and upselling, pre check-In, over various communication channels such as email and SMS. You may extend these channels with browser push, mobile push etc depending on the business model.
Industry:
OTAs/Travel/Hotel/Hospitality Services
Use Case:
Post booking pre-checkin engagement automation
Segments:
Hotel booking done: All users who successfully completes room/package booking for hotel/travel agency
Events:
Booking_done
Webengage.Track (‘Booking_done’, {
/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Residential_location” :
“Customer_occupation” :
“Origin_city”:
“Origin_country” :
“Marital_status” :
“Purpose_of_visit” :
“Suite_type” :
“Tourist_package_type” :
“Payment_type” :
/*number*/
“Age_of_customer” :
“Number_of_adults” :
“Number_of_children” :
“Number_of_previous_stays” :
“Duration_of_stay” :
“Booking_amount_INR”:
“Booking_MRP”:
“Discount%_applied”:
“Booking_time” :
“Checkin_time” :
“Checkout_time” :
/*Date/time*/
“Booking_date” :
“Checkin_date” :
“Checkout_date” :
/*Boolean*/
“User_logged_in” :
“International_guest” :
“Cab_service_used” :
“Discount_applied” :
“Availed_offer” :
“Coupon_code_applied” :
“Payment_completed” :
“tourist_package” :
/*arrays*/
“Tourist_places_nearby” : [“PLACE1”, “PLACE2”, “PLACE3”, “PLACE4” ]
“Related_tour_packages” : [“PACK1”, “PACK2”, “PACK3”, “PACK4” ]
})
Step by step Explanation:
- The Journey is triggered for a user when that user enters the Segment ‘Booking Done’. (i.e. on completion of booking process)
- Workflow triggers a personalised email with booking confirmation details.
- Workflow then triggers a set of email communication at fixed interval of 'N- days before check-in'.
- Workflow waits till '3 days before arrival' and triggers an upcoming booking reminder email. (3 days before arrival is tracked individually for each bookingId for each user in real time. There may be cases where the same user has multiple bookings under single userId.)
- Workflow waits till '2 days before arrival' and triggers an email with local event and attraction details in the city.
- Workflow waits till '1 day before arrival' and triggers an email with upselling of concierge service/local limo services for the user.
- Workflow waits till '5 hours before check-in time' and triggers a welcome SMS with route details to the hotel/resort.
- Journey gets over for that user.
Pro-tip:
- This journey could easily be replicated for Airline services with data with timely updates on flight status shared with the user. Data can be pulled via REST API call for latest flight timing status.
- The Engagement Time Intervals can vary based on the Days Left for Check-In after Booking is Completed.
- Other Channels such as In-App Notifications or Mobile Push can also be used for Mobile users to recommend/upsell services.
- In this journey users users who book hotels one or two days before check-in will be missed out. A separate workflow, with different waiting times could be made for them.