Five Steps to gamify your hospitality franchise
Wednesday, July 7 2021.
Hotel branding is a complicated process which takes many forms. 1 type of branding, Parent Branding, generally presents a picture of a family-run resort using symbols of family life and values. Another type of resort lodging, Hotel Resale Branding, generally presents a resort as a place where families regular but whose fundamental model hasn't changed to suit the needs of the families. This article look at how the nature of the service, the extent of which customers perceive and control, and the degree to which clients take these points into account when making their hotel decisions about brand extension evaluate the effect of parent brand branding on hotel customers' overall perception of brand extension and the role that these relationships play in influencing the hotel brand in general.
A relatively new field of study is analyzing the impact of long term trends in hotel industry performance on client perceptions of brands. Long term trends can either affect or hinder hotel sector performance based on the existing trend and how deeply embedding the trend is in society at large. In this study we employ four distinct approaches to the question of how clients perceive the impact of long term trends on hotel sector performance to identify how these perceptions may impact profitability.
The first approach is to assess how long term hotel industry trends directly impact the quality and service level of the standard of hotel lodging provided to guests. This approach focuses on the number of guests and the average length of stay as well as the average age of guests and frequency of visits by guests with children. We consider whether guest retention and satisfaction are positively impacted by recent trends and if not, what steps can be taken to mitigate the effect of those trends on hospitality and guest satisfaction.
The second step is to evaluate the impact of current and previous guest perceptions on the perceived value of this standard of hotel lodging offered to guests. In this step-down type of analysis we look at the impact on the perceived value by the number of people spending time at the hotel, average time spent at the room per guest and average number of guests staying per night. In addition, we consider whether the perceived value offered by new lodging services which are provided to current customers can be improved by measures such as step-up extensions.
구로op The next step considers the degree of gamification in the hotel industry to offer information to clients about the availability of particular goods and services. We use a multiple regression analysis model to compare the extent to which the availability of food and beverages and other services is related to general perceived value and profitability of the hotel. Our regression analysis indicates that variables such as hoteliers' knowledge of the availability and quality of products and beverages, frequency of trips to local stores and other destinations, and guests' satisfaction with the quality of these services are powerful determinants of hoteliers' perception of their clients' value. We conclude that hotels should think about offering step-down or step-up extensions for their accommodations to capture and channel the higher value that these services represent to potential guests.
After developing and testing several accor system point system activities, we discovered that one task stood out to be especially effective in capturing the gamification perspective of the enterprise. This activity involved offering guests special offers and incentives for each incoming guest that comes into the hotel. By way of example, a hotel could offer a $5 discount to every guest that brings a family member or a friend, or offers a free breakfast or a $5 breakfast pass if the guest books a weekend stay. Further, this discount or gift may be valid for only one night, so that it takes only a limited period of time for the guest to acquire it. Again, these offers need not be applicable to the core business, but the focus on the personal touch provides an opportunity for hotels to learn more about the way in which clients perceive value from their lodging experience.
In an upcoming article, pandemic communications expert, Bay said that there is still much research that needs to be done to fully understand the optimal number of days that a hotel should go on vacation without a mass rollback of services. However, he did note,"Our understanding of the dynamics of the customer and how they make buying decisions have certainly shifted in the right direction." He went on to state that the capability for resorts to work with the clients directly and create real relationships with them has improved as well. The goal is to shorten the travel time between when the guest arrives at the hotel and when they depart.
Hoteliers are now realizing that to achieve the ultimate objective of higher earnings, they need to take their business online. Hotels should go beyond traditional advertising strategies and engage in social networking advertising using mobile programs, email, and text messaging. A resort with a program for its site can announce special promotions and track and monitor the participation and loyalty levels of guests. On the other hand, an email campaign that engages guests through their frequent use of the hotel's services can notify them of updates and changes to their everyday experiences. Finally, the hotel can send out coupons and special offers for purchases that can be redeemed using a loyalty card.
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