In Europe, Featured, HSMAI, HSMAI, Marketing, News, News items, Revenue Management, Travel>Hotels

Let’s Talk Opportunities and Trends

A few weeks ago, Remy Merckx, Senior Advisor – Head of Travel & Hospitality at eClerx and Eric Brun, Chair of the HSMAI Europe Marketing & Branding Advisory Board and Former Senior Vice President Commercial at Hyatt Hotels Corporation caught up to talk opportunities , trends and innovation. Everything from the Metaverse, digital marketing, retention strategy v customer acquisition, loyalty and KPIs.

Some highlights from the film

There has been a significant shift in the use of digital marketing since the pandemic. Customer behaviour has significantly changed in the pandemic. We need to understand our consumers better and adapt our marketing activity.

We have to focus on the retention strategy – the first customers to come back are members of loyalty and frequency programmes. You need to serve them in the most personalised way. Retaining a customer is ten times cheaper than acquiring a customer.

Two core KPIs have to be the conversion rate and the customer lifetime value.

Crises forces us to think and act different and to look at our customers in a very different way. All the past experiences have forced our industry to be very agile and find solutions.

On loyalty, be prepared to look at the experience side and how you can change this – it’s not just about points!
Marketing technology automation is a key area to innovate – particularly to increase efficiency in processes.

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