Gianluca Marongiu

Swiss Hospitality Solutions

ONLINE

CUSTOMER

JOURNEY

09:15 INTRO

Digital vs Physical

Online Customer Journey

09:45 TEORIA

Customer Journey acquisition

10:45 PAUSA

11:00 WORKSHOP

Contenuti da communicare

Fasi Customer Experience

INTRO

Team di 8 persone con uffici a Meggen, Berna, Basilea e Locarno

Consulenti specializzati nel Turismo Dinamico

• Progetti in più di 120 Hotel

• Consulenze per destinazioni turistiche

• Impianti di Risalita

• Golf Club

• Appartamenti

• Ristoranti

SHS Academy - Next Generation Hospitality

• Workshop e formazioni

La nostra chiave al successo è il

giusto mix tra pratica e teoria!

SLOGAN: INNOVATE OR DIE!

ROPO Analyse Schweiz

(Reasearch Online – Purchase Online)

Source: Google Consumer Barometer

Hotels 2014/2015

Revenue Marketing: il nuovo obiettivo da raggiungere!

Digital & Analog?

Customer Journey

Acquisizione

SUCCESSO ONLINE

REPUTATION X AVAILABILITY

X DYNAMIC OFFER X ONLINE

DISTRIBUTION X WEB

MARKETING X TECHNOLOGY

=

Digital vs Physical = Phygital

TEORIA

Aquisition Pre - Stay Post- StayOn-Site

Digital Customer Journey Update 2017

PR

Print

Empfehlung

ONLINE REVIEWSSEARCH

NEWSLETTERWEBSITE

SOCIAL MEDIA

OTAs /

Meta Search

Consideration Booking StayLoyalty

ExpansionAwareness

WEBSITE

MOBILE SITE

BOOKING ENGINE

ConfirmationPre- Stay

Communication

Pre Registration

Social Sharing

Upsell

Crosssell

Persönlicher

Service und

GastfreundschaftInformation/

Reservation

Post-Stay Mail

Survey

Online Reviews

„Loyalty

Promotions“

DIGITAL Touchpoints

PHYSICAL Touchpoints

SOCIAL MEDIA

Public RelationAwareness

Public RelationAwareness

Print Awareness

RaccomandazioneAwareness

Social Media Personas MarketingAwareness

Social Media Ads OTA’sAwareness

Newsletter Marketing HotelAwareness

Newsletter MarketingAwareness

80% delle ricerche partono da una search engine Consideration

Search Engine Share Consideration

Reputazione Online Consideration

Reputazione sbagliata Consideration

Il mondo delle OTA Consideration

La fiducia del nostro sito é alta!(Google 2014)

Consideration

Emozione sul sito Internet Consideration

La Rate Parity é caduta Consideration

Tira e molla! Consideration

Booking Channel by Age Consideration

Consideration

CUSTOMER EXPERIENCE

3 fasi di experience

Prenotazione Online – Booking Engine HotelBooking

InformazioniBooking

Le tre schermateBooking

La risposta = Responsive Design Booking

Conferma delle prenotazioneBooking

Pre-Stay Mail Stay

Pre Registration Stay

Concierge Service Stay

Customize your stay Stay

Cross - & Up SellingStay

Digital ConciergeStay

Servizio sul postoStay

Incentivare a condividere l’esperienza Stay

Social Wall via Hashtag# Stay

Post Stay MailLoyalty

Expansion

RecensioneLoyalty

Expansion

Feedback Loyalty

Expansion

Facebook Marketing- Community Management!Loyalty

Expansion

Happy Birthday MailLoyalty

Expansion

Social Media PromotionsLoyalty

Expansion

Newsletter PromotionsLoyalty

Expansion

WAS SIND DIE HEUTIGEN TAKE AWAYS?

Haben Sie noch

KONZEPT:

- AM 03. NOVEMBER 2017

- HOTEL BELVOIR RÜSCHLIKON

- 190 CHF ANSTATT 250 CHF

- WEITERE INFOS ONLINE

Merci beaucoup

Grazie

DankeschönTakk so mykkeGracias