October 19, 2012 14:00 ET

Guestfolio Presents New Engagement Trends for Hospitality Industry

Guest Engagement Index sets new standards

WHISTLER, BRITISH COLUMBIA--(Marketwire - Oct. 19, 2012) - Guestfolio® has announced its findings on a study of over 1,000,000 hotel reservations worldwide. The research shows a high level of interest from guests to learn more about their destination and plan their trip prior to arrival. Data, compiled from over a million individual reservations, was taken from a sample audience of 100 cities across the world. The skew is 60% resort/leisure guests and 40% city/business guests. The findings were presented during the company's first ever user conference in Whistler, British Columbia, Canada.

Communication Study Size Findings
Confirmation email 647,000 46% of guests read
Pre-arrival email 377,000 51% of guests read
Post-stay survey 569,000 39% completion rate
Pre-arrival requests 13,750 $673,750* revenue generated
* based on average request value of $49

The Guest Engagement Index is the first of its kind for the hospitality industry and is a measure of a guest's interaction with a hotel pre-, during- and post-stay. "Guestfolio connects directly to the hotel Property Management System (PMS) so the guest data is tracked from the very first email to post-stay newsletters," said Duane Hepditch, the company's president. "Every digital interaction with the guest is tracked and measured for each hotelier, allowing them to make intelligent business decisions".

Guestfolio is also announcing a new measure of newsletter effectiveness called Revenue per Email Delivered (REVED) which shows the average revenue earned from every 1,000 newsletters delivered. "This new measure helps hoteliers understand how effective their communications are and gives them a baseline that is more relevant than just tracking opens and click-throughs," says Hepditch. "If you're not tracking how many people actually convert on your offers, you're not seeing the full picture" he continues. The company is currently tracking this new measure and will publish the findings in the first quarter of 2013.

Background on the communications mentioned above

  1. Confirmation email: Typically sent to hotel guests within 1 hour of booking
  2. Pre-arrival email: Typically sent to hotel guests 5 days pre-arrival
  3. Guest survey: Typically sent to hotel guests 3 days post-stay
  4. Pre-arrival requests: Most popular were in-house dining reservations, transportation and housekeeping requests.

About Guestfolio. Guestfolio is based in Whistler, British Columbia, Canada. The company provides a seamless suite of Guest Relationship Management (GRM) tools-from customizable confirmation emails to post-stay surveys and newsletters to a dynamic Mobile Concierge trip planner. By engaging guests at key touch-points before, during and after their stay and providing valuable insights into guest preferences and sentiment, Guestfolio helps hotels build guest satisfaction and loyalty, ultimately increasing revenues.

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