ONLINE CUSTOMER JOURNEY - swisshospitalitysolutions.ch · Reputazione Online Consideration....
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Gianluca Marongiu Swiss Hospitality Solutions ONLINE CUSTOMER JOURNEY
Transcript of ONLINE CUSTOMER JOURNEY - swisshospitalitysolutions.ch · Reputazione Online Consideration....
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
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
