Work Smarter Not Harder – Make Segmentation a Revenue-Booster with Oaky

 

How can you put segmentation into practice?

Depending on your hotel, different types of segments make sense and are necessary.

Examples of commonly used segments are:

  • Group and individual travelers
  • Business and leisure (don’t forget the growing number of bleisure travelers today!)
  • Contracted and non-contracted rates
  • Booking channels: OTAs, direct, travel agents and wholesalers

If you see varying behavior within one segment, deeper segmentation can be interesting. Here are some examples:

  • By country: this allows you to identify higher paying markets or those who book with longer lead times
  • By OTA: this way you can identify higher performing OTAs and find ways to further boost their performance
  • By interest or packages booked: if you offer destination packages and extra services upon booking like spa, excursions or F&B, you can track how people respond to changes in your offers 

How Oaky helps with segmentation

While creating all these segments and communicating with them might seem like a lot of effort, Oaky can take most of that work off your hands. Setting up your segments is done in a matter of minutes, and the Oaky handles the rest, like making sure the segments you choose are offered attractive deals in automatically sent e-mails.

By knowing why a guest is staying with you and what their plans are, you can pitch relevant additional services. That might include an upgrade to a larger room for a family traveling with a child or an airport transfer for a business guest.

Here Oaky also uses the element of time to the hotel’s advantage. Thanks to data collected by Oaky, upsell e-mails can be sent at the ideal times to every group to ensure maximum open-rates, click through and conversion rates.

Details gathered by Oaky can also be used to add a personal touch to service. For example, if the guest is in town for an event, you can provide details on how to get there when the guest arrives. While this might not generate revenue directly, it improves the guest’s experience and makes their stay more enjoyable and memorable.

In an age where personalization has become an essential element of service, Oaky offers hotels the chance to automate individualized upselling. By using data collected from hotels around the world to ensure upsells are sent to guests at the optimal time, the top line is boosted and guests experience better service, making this new approach to upselling a no-brainer for any hotel.

Curious to find out more? Get your free, personalized demo today!