-
Opportunities and Challenges for Hoteliers: Insights from Cendyn World Tour 2024 – London – Image Credit Cendyn
Not knowing your niche, too-aggressive marketing, and failing to re-market effectively to OTA traffic…these are all key challenges facing hoteliers at the moment. But there are some profound opportunities, too. Find out more about the insights that came out of the Cendyn World Tour 2024 – London event.
From staff shortages and capturing bookings in a cost of living crisis to increasing operational costs and constantly adapting to changing consumer expectations…it’s a pretty tough time to be in the hotel business.
Throughout 2024, Cendyn embarked on a World Tour to understand the challenges and opportunities for hoteliers at this moment in time. By meeting our customers, having open conversations with hoteliers, and taking a closer look at how different markets are behaving, we wanted to pinpoint exactly what the industry is grappling with right now.
But where there are problems, there are also solutions. Meeting with hoteliers from different contexts highlighted the value of honing in on three distinctive strategy areas that we champion at Cendyn: Find, Book, and Grow. How do you find the right customers, and how do you focus on the high-value business for your hotel? How do you drive direct bookings and avoid hefty commissions? How do you grow your loyal customer base, generate tangible value from loyalty schemes, and increase spend per guest?
It’s all about smart revenue and smart marketing. Here are some of the challenges and exciting opportunities facing hoteliers at the moment.
Challenge in finding new guests
A common misconception in marketing is that the bigger the audience, the greater the return. Pushing out adverts and messages to a wide audience can seem like the easiest option, but this creates two issues: 1) it spreads yourself too thin, and 2) it leaves you trying to convey a brand story to everyone. Both often result in ad spend that won’t drive the right results, lower ROAS, and a brand story that may feel generic.
“Don’t try to be everything all the time,” advised Jurriaan de Vos, Commercial Director for the Montcalm Group. “Define what is your DNA and build your segmentation on that… It will take time. But the closer you stay to your own product and your own DNA, the bigger the chances you will be successful.”
Challenge in driving more direct bookings
Guests who book through an OTA/third party can be converted to potential ‘direct’ guests by capturing all-important personal data. Simple tactics like capturing email addresses at check-in or through in-house Wi-Fi providers offer the ability for hotels to communicate directly with the guest to encourage future direct bookings. However, many hotels are not doing this.
The former CEO of Expedia Group once said: “If they come back to us again, shame on you.” Remarketing to these customers means you could save on OTA commission fees next time and should broaden your loyal direct customer base.
But be careful not to push too hard for data and consent. As important as first-party data is, hotels must earn the right to obtain it, so work hard for consent and market to those guests in a targeted, strategic manner. Effective strategies could include offering member rates, running effective loyalty programs, and matching the flexibility in making booking modifications that OTAs offer.
“We’re luxury hotels, so we cannot be too aggressive with our messaging or with capturing the data and pushing the customer to click that consent,” shared Kasia Rudnik, Senior Director of Marketing at The Set Collection. Putting time into ensuring you have quality data can pay off. “Every year, we clean up our database. We have an amazing engagement rate – anything between 52 to 58% unique opens and an 80% click-through rate on our email marketing communication with Cendyn CRM.”
Challenge in growing a loyal customer base
Every hotelier knows they should have a loyalty program, but there’s no point in having a program if it is not leveraged effectively. Considering the difference between loyalty and reward is also key. Are you giving guests something in exchange for their custom (reward), or are they genuinely engaged and faithful to your brand (loyalty)?
According to Richard Cooper, Global Business Travel and Sales Director for Dalata Hotel Group, the key to loyalty is quality. “Look at the airline community,” he said. “You’ve got five [airlines] on one route, and they’ve all got loyalty programs. What they focus on, which is what we focus on, is that product quality.”
Opportunity to find guests on social search
Many hoteliers look towards social media channels to generate brand awareness during the dreaming stage of the customer journey. Hoteliers hope that having an organic and paid presence at this point means users will think of them when they’re ready to make a booking. However, an increasing number of hotels are now generating direct bookings through social media.
“Social media is such a big search engine, especially for travel,” Rudnik said. “We’re getting direct bookings from social media…we’re looking at double-digit numbers in returns on investment.”
Opportunity to book more direct corporate customers
There is an increasing number of Travel Management Companies (TMCs) booking corporate travel for businesses. According to Cooper, this is an opportunity that a lot of hotels are overlooking. “We’re working with that TMC community because, in most cases, that’s bringing a direct customer to our door,” he said.
Stemming from this, Dalata Hotel Group has built a booking platform specifically for agents who don’t use a Global Distribution System (GDS). “About 40% to 50% of agencies do not work on the GDS,” Cooper explained. “So we’ve really worked this year on building that innovation. It’s still in its early stages, but we’re [booking] £30,000 to £40,000 per month on the tool.”
Opportunity to grow ROAS on Google
With so many marketing and advertising channels, hoteliers can struggle to pinpoint the best ones to invest in. A number of hoteliers at the Cendyn World Tour – London were talking about the benefits of Google Performance Max for travel goals, as it specifically helps hotels reach potential guests across Google’s advertising channels.
“We relaunched our website, increased our conversion rate, and reached the point where our strategy was to go a bit more upper funnel and increase our reach,” Celine Mamane, Head of Digital Marketing for Meininger Hotels, explained. “We activated Performance Max in 2023 and managed to keep our ROI targets while decreasing our ad spend. And, of course, the revenue we generate is direct revenue.”
Ultimately, hoteliers at the Cendyn World Tour – London agree there’s a need to move to first-party data to deliver better marketing success. Many also agree there’s a need to better leverage the opportunities of advertising and the digital space to find the right customers. There’s no one-size-fits-all solution in the hotel world, and it’s difficult for hotels of all shapes, sizes, and structures in the current climate, especially in competitive marketplaces like London.
Things move fast in hospitality, yet sometimes structure and hierarchy can prevent hotel teams from reacting quickly to the fast-paced environment. Enabling and encouraging employees to be agile and innovative – plus ensuring joined-up working between teams – can be key drivers of success. “Revenue, marketing, and sales should be working as a triangle in one team and speak probably more often than they do, especially in individual hotels,” Rudnik said.
“We all work together in a very agile environment, so if things need to change, they change by the hour, they change by the minute,” Cooper said. “We innovate every day. That’s part of our DNA; that’s part of our strategy.”
“Being able to meet hoteliers in person and really dive into the challenges and opportunities they face every day is invaluable,” said Nicola Graham, Senior Vice President, Global Marketing, Cendyn. “It’s a way for us to pool our knowledge, ideas, and expertise to collaborate and define the way forward for our industry. The Cendyn World Tour has been hugely beneficial, and we’re excited to continue to evolve these events in 2025 and use the knowledge we’ve gained to continue making a tangible difference to our hotel clients.”
About Cendyn
Cendyn is a global hospitality cloud-based technology company that enables hotels to Find, Book, Grow – driving revenue, maximizing profitability, and creating deeper connections with guests through its integrated solutions.
Serving hoteliers for nearly 30 years, Cendyn has over 32,000 customers in more than 150 countries including brands Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Banyan Tree Hotels & Resorts, Coraltree Hospitality, and Onyx Hospitality Group – generating more than $20 billion in annual hotel revenue. The company supports its growing customer base with offices across the globe.
To find out more, visit cendyn.com.
ADVERTISEMENT:
Hello, sobat pengemar slot! Pernah denger semboyan “slot gaco”? Kalau tidak, bersiaplah jatuh cinta dengan program ini. slot gaco adalah mesin slots yang sering kasih win. Ya, slot-slot ini bisa disebut adalah andalannya tuk membawa come back cuan. any way, gimana sih caranya nemuin slot demo yang benar? Santai Bro and Sis, kita bahas santai aja di sini
Game terpercaya saat sekarang hanya satu di Indonesia hanya di pasti menyediakan imbal hasil terbesar
SEGERA dengan di :
Informasi mengenai KING SLOT, Segera Daftar Bersama king selot terbaik dan terpercaya no satu di Indonesia. Boleh mendaftar melalui sini king slot serta memberikan hasil kembali yang paling tinggi saat sekarang ini hanyalah KING SLOT atau Raja slot paling gacor, gilak dan gaco saat sekarang di Indonesia melalui program return tinggi di kingselot serta pg king slot
slot demo gacor
slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun demo slot gacor
akun demo slot gacor permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun slot demo gacor
akun slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun demo slot pragmatic
akun demo slot pragmatic permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun slot demo pragmatic
akun slot demo pragmatic permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun slot demo
akun slot demo permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun demo slot
akun demo slot permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
slot demo gacor
slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun demo slot gacor
akun demo slot gacor permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun slot demo gacor
akun slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun demo slot pragmatic
akun demo slot pragmatic permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun slot demo pragmatic
akun slot demo pragmatic permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun slot demo
akun slot demo permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun demo slot
akun demo slot permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
slot demo gacor
slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun demo slot gacor
akun demo slot gacor permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun slot demo gacor
akun slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun demo slot pragmatic
akun demo slot pragmatic permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun slot demo pragmatic
akun slot demo pragmatic permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun slot demo
akun slot demo permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun demo slot
akun demo slot permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
slot demo gacor
slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun demo slot gacor
akun demo slot gacor permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun slot demo gacor
akun slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun demo slot pragmatic
akun demo slot pragmatic permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun slot demo pragmatic
akun slot demo pragmatic permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun slot demo
akun slot demo permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun demo slot
akun demo slot permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
situs slot terbaru
situs slot terbaru permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
slot terbaru
slot terbaru permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
elangwin88 permainan paling top dan garansi imbal balik hasil besar bersama elangwin88.me
eyangslot88 permainan paling top dan garansi imbal balik hasil besar bersama eyangslot88.biz
fendi88 permainan paling top dan garansi imbal balik hasil besar bersama fendi88.asia
gaco888 permainan paling top dan garansi imbal balik hasil besar bersama gaco888.net
gacoan888 permainan paling top dan garansi imbal balik hasil besar bersama gacoan888.biz
gacor666 permainan paling top dan garansi imbal balik hasil besar bersama gacor666.biz
gambar88 permainan paling top dan garansi imbal balik hasil besar bersama gambar88.org
gameboy777 permainan paling top dan garansi imbal balik hasil besar bersama gameboy777.com
ganas88 permainan paling top dan garansi imbal balik hasil besar bersama ganas88.me
gasing77 permainan paling top dan garansi imbal balik hasil besar bersama gasing77.asia
gasing88 permainan paling top dan garansi imbal balik hasil besar bersama gasing88.info
geber888 permainan paling top dan garansi imbal balik hasil besar bersama geber888.net
gemoy77 permainan paling top dan garansi imbal balik hasil besar bersama gemoy77.live
gercep888 permainan paling top dan garansi imbal balik hasil besar bersama gercep888.asia
giga333 permainan paling top dan garansi imbal balik hasil besar bersama giga333.live
happybet88 permainan paling top dan garansi imbal balik hasil besar bersama happybet88.asia
harum88 permainan paling top dan garansi imbal balik hasil besar bersama harum88.live
heroslot888 permainan paling top dan garansi imbal balik hasil besar bersama heroslot888.info
jejuslot88 permainan paling top dan garansi imbal balik hasil besar bersama jejuslot88.co
kenzo88 permainan paling top dan garansi imbal balik hasil besar bersama kenzo88.me
kerangwin88 permainan paling top dan garansi imbal balik hasil besar bersama kerangwin88.com
kijangwin88 permainan paling top dan garansi imbal balik hasil besar bersama kijangwin88.asia
kingdomtoto4d permainan paling top dan garansi imbal balik hasil besar bersama kingdomtoto4d.asia
kingdomtoto77 permainan paling top dan garansi imbal balik hasil besar bersama kingdomtoto77.asia
king selot permainan paling top dan garansi imbal balik hasil besar bersama kingselot.com
king slot permainan paling top dan garansi imbal balik hasil besar bersama kingslot.bio
king slot permainan paling top dan garansi imbal balik hasil besar bersama kingslot.com
kingselot permainan paling top dan garansi imbal balik hasil besar bersama kingselot.com
kuta88 permainan paling top dan garansi imbal balik hasil besar bersama kuta88.asia
ladangtoto88 permainan paling top dan garansi imbal balik hasil besar bersama ladangtoto88.asia
ligaciputra88 permainan paling top dan garansi imbal balik hasil besar bersama ligaciputra88.asia
mabar888 permainan paling top dan garansi imbal balik hasil besar bersama mabar888.info
mamen88 permainan paling top dan garansi imbal balik hasil besar bersama mamen88.info
mami88 permainan paling top dan garansi imbal balik hasil besar bersama mami88.live
maniaslot88 permainan paling top dan garansi imbal balik hasil besar bersama maniaslot88.pro
mantra888 permainan paling top dan garansi imbal balik hasil besar bersama mantra888.asia
mawartoto4d permainan paling top dan garansi imbal balik hasil besar bersama mawartoto4d.pro
maxwin888 permainan paling top dan garansi imbal balik hasil besar bersama maxwin888.pro
mega88 permainan paling top dan garansi imbal balik hasil besar bersama mega88.org
mekar999 permainan paling top dan garansi imbal balik hasil besar bersama mekar999.asia
milan96 permainan paling top dan garansi imbal balik hasil besar bersama milan96.asia
olxtoto77 permainan paling top dan garansi imbal balik hasil besar bersama olxtoto77.asia
olxtoto88 permainan paling top dan garansi imbal balik hasil besar bersama olxtoto88.life
panen4d permainan paling top dan garansi imbal balik hasil besar bersama panen4d.asia
pisang88 permainan paling top dan garansi imbal balik hasil besar bersama pisang88.org
planet7777 permainan paling top dan garansi imbal balik hasil besar bersama planet7777.com
prediksi777 permainan paling top dan garansi imbal balik hasil besar bersama prediksi777.live
prediksi88 permainan paling top dan garansi imbal balik hasil besar bersama prediksi88.asia
preman88 permainan paling top dan garansi imbal balik hasil besar bersama preman88.asia
preman96 permainan paling top dan garansi imbal balik hasil besar bersama preman96.asia
premium88 permainan paling top dan garansi imbal balik hasil besar bersama premium88.asia
prima88 permainan paling top dan garansi imbal balik hasil besar bersama prima88.live
kingselot permainan paling top dan garansi imbal balik hasil besar bersama kingselot.com
rajaslotjp88 permainan paling top dan garansi imbal balik hasil besar bersama rajaslotjp88.com
roma88 permainan paling top dan garansi imbal balik hasil besar bersama roma88.asia
salju888 permainan paling top dan garansi imbal balik hasil besar bersama salju888.asia
semutwin88 permainan paling top dan garansi imbal balik hasil besar bersama semutwin88.info
king slot.com permainan paling top dan garansi imbal balik hasil besar bersama kingselot.com
sultan777 permainan paling top dan garansi imbal balik hasil besar bersama sultan777.asia
sultan888 permainan paling top dan garansi imbal balik hasil besar bersama sultan888.asia
sultan99 permainan paling top dan garansi imbal balik hasil besar bersama sultan99.asia
super333 permainan paling top dan garansi imbal balik hasil besar bersama super333.live
suster12 permainan paling top dan garansi imbal balik hasil besar bersama suster12.com
tokekwin88 permainan paling top dan garansi imbal balik hasil besar bersama tokekwin88.info
tokyo777 permainan paling top dan garansi imbal balik hasil besar bersama tokyo777.info
tumi88 permainan paling top dan garansi imbal balik hasil besar bersama tumi88.live
vioslot88 permainan paling top dan garansi imbal balik hasil besar bersama vioslot88.asia
dora777 permainan paling top dan garansi imbal balik hasil besar bersama dora777.asia
dp88 permainan paling top dan garansi imbal balik hasil besar bersama dp88.biz
fila888 permainan paling top dan garansi imbal balik hasil besar bersama fila888.org
gaco888slot permainan paling top dan garansi imbal balik hasil besar bersama gaco888slot.com
gadunslot88 permainan paling top dan garansi imbal balik hasil besar bersama gadunslot88.asia
gagah88 permainan paling top dan garansi imbal balik hasil besar bersama gagah88.info
gaskan888 permainan paling top dan garansi imbal balik hasil besar bersama gaskan888.biz
gatotkaca88 permainan paling top dan garansi imbal balik hasil besar bersama gatotkaca88.info
gemoy888 permainan paling top dan garansi imbal balik hasil besar bersama gemoy888.biz
gemoy888slot permainan paling top dan garansi imbal balik hasil besar bersama gemoy888slot.info
gocap888 permainan paling top dan garansi imbal balik hasil besar bersama gocap888.net
god777 permainan paling top dan garansi imbal balik hasil besar bersama god777.biz
hari888 permainan paling top dan garansi imbal balik hasil besar bersama hari888.biz
hermes88 permainan paling top dan garansi imbal balik hasil besar bersama hermes88.biz
holywin999 permainan paling top dan garansi imbal balik hasil besar bersama holywin999.com
indojaya88 permainan paling top dan garansi imbal balik hasil besar bersama indojaya88.org
indomaster88 permainan paling top dan garansi imbal balik hasil besar bersama indomaster88.asia
jablay88slot permainan paling top dan garansi imbal balik hasil besar bersama jablay88slot.net
janjigacor88 permainan paling top dan garansi imbal balik hasil besar bersama janjigacor88.net
jeniustoto88 permainan paling top dan garansi imbal balik hasil besar bersama jeniustoto88.com
jeniustoto88slot permainan paling top dan garansi imbal balik hasil besar bersama jeniustoto88slot.com
juara88 permainan paling top dan garansi imbal balik hasil besar bersama juara88.info
juara88slot permainan paling top dan garansi imbal balik hasil besar bersama juara88slot.org
jwtogel88 permainan paling top dan garansi imbal balik hasil besar bersama jwtogel88.net
kasih88 permainan paling top dan garansi imbal balik hasil besar bersama kasih88.info
kawantogel88 permainan paling top dan garansi imbal balik hasil besar bersama kawantogel88.com
kawantogel88 permainan paling top dan garansi imbal balik hasil besar bersama kawantogel88.net
kedai88 permainan paling top dan garansi imbal balik hasil besar bersama kedai88.asia
king9999 permainan paling top dan garansi imbal balik hasil besar bersama king9999.org
kkslot88 permainan paling top dan garansi imbal balik hasil besar bersama kkslot88.info
kongsi888 permainan paling top dan garansi imbal balik hasil besar bersama kongsi888.com
kutu88slot permainan paling top dan garansi imbal balik hasil besar bersama kutu88slot.com
liga899 permainan paling top dan garansi imbal balik hasil besar bersama liga899.org
lisboa777slot permainan paling top dan garansi imbal balik hasil besar bersama lisboa777slot.com
