This nifty tool could increase your hotel's F+B business by 24%
If you could capture the attention of residing guests, using limitless digital displays on your hotel TV-system, for no extra cost, would you be interested?
The theory sounds enticing, but does it really work? According to a recent six-week study conducted by Nevaya, in-room digital signage, advertising an F+B promotion, increased footfall to that outlet by 24%. Furthermore, revenue increased by 23% and even average spend received a boost.
"The results speak for themselves really," explains James Richmond, CEO of Nevaya.
"We knew that advertising to guests in the comfort of their hotel room would help to drive revenue, but the success of this study suggests the benefits could be even more prominent than first imagined".
Enhancing the guest experience whilst managing cost
Cost can often be the first thought to flash through the hotelier's mindset whenever new technology is introduced. Throughout the hospitality industry there are important budgets to manage and revenue opportunities to create. New technology can often sound pricey, but there is a constant pressure for hoteliers to keep up with new innovations and maintain a positive guest experience against competitors. Achieving the right balance between cost and benefit is tricky.
Most significantly over the past couple of years, the hospitality industry has seen the ultimate “at-home” experience become increasingly important for guests deciding where to stay; so can your business afford not to make the upgrade? The decision on where to invest needn't be overwhelming, particularly when certain technology offers significant ROI for the business, synonymously enhancing the guest experience.
These options tend to fulfil an harmonious balance for hoteliers who need to enhance their offering whilst also making positive progress on the P&L.
As an example of this, the ability to view personal devices on hotel-room TVs, otherwise known as "screen-mirroring" technology for guests, is making big waves in the hotel industry, and also provides unique platforms beneficial for the hotel marketer. According to a recent survey by ADB*, 57.4% of hotel guests now attempt to connect their personal devices to hotel in-room entertainment systems, and nearly three quarters would prefer to view their media-streaming accounts, such as NetFlix or Hulu on their hotel-room TV.
"Imagine enhancing your guests' in-room experience with wireless screen-mirroring features, at the same time as gaining new marketing tools that are proven to be effective. Plus, the other benefits of cloud-based technology. That's essentially what our TV service offers hoteliers", claims Richmond, "this makes updating in-room entertainment far more affordable, with the ability to offset investment".
When asked further about the benefits of cloud-based technology, Richmond explains, “All our products are cloud-based. Due to our TV and WiFi software being in the cloud, this significantly reduces costs for hotels. Firstly, installation is quick, simple and cost-effective; meanwhile, running costs and maintenance are minimal as a direct result of the reduced on-site hardware.”
Studies* suggest that vibrant digital displays obtain 24% more views than a static poster. Furthermore, the rotating possibilities are endless, as there is no limit or fee for the number of communications an outlet wishes to post.
The ability to target guests in this manner as they relax in their hotel room, offers significant value for hoteliers, as they drive revenue through this technology with complete control and flexibility.
Inform guests, promote offerings and amenities.
So how does it work? Essentially, you can engage guests with promotional communications from the moment they switch on their TV; Advertisements can be displayed as guests browse channels and scroll through the menu. The possibilities are endless, from upcoming F+B events, to up-selling your branded toiletries, spa services or reservation offers.
Some venues, such as the recent study, have maximised their TV system communications by adding a series of engaging menu pages dedicated to on-site facilities and services, including F+B outlets, room service, or health-spa facilities.
The flexibility of the digital-display feature allows hoteliers to communicate campaigns at the click of a button, either as scheduled projects, or instant blast-campaigns. This feature is particularly effective for communicating ad-hoc campaigns for instant impact.
Generate a profit stream by selling advertising space.
“A cloud-based TV service with online portal access, grants hoteliers full control of their display”, explains Richmond. With this in mind, hotels are subsequently free to seek third parties who are keen to target their valuable guests. “This benefits everyone because the third-party gets a unique and specific target audience, the hotelier gains opportunities for new recurring revenue, and the guest becomes privy to relevant communications relating to the region they are visiting.”
Promote your hotel’s brand, technologically and aesthetically.
The bespoke design of new TV systems, allow hotels to enforce their branding with professional and polished aesthetics. With cloud-based technology, businesses with multiple-venues can also decide when to create communications locally or centrally, ensuring brand standards are never compromised.
Target your guests with a unique and engaging marketing platform. Offset your investment, increase RevPAR & enhance guest experience with NevayaTV for more details visit www.nevaya.com
*Statistics taken from Nevaya 2017 TV Marketing Study (nevaya.com), ADB 2016 InRoom Entertainment Preference Study, Hospitality Technology 2016 Lodging Technology Survey and Digitalsignage.net