Mastering conversions: Crafting an omnichannel booking journey | with Jason Pirock and Adam Mogelonsky

Hotel Moment

In this special episode of the Hotel Moment podcast, we’re featuring a webinar conversation recorded and published by Hospitality Net. Jason Pirock, Head of Marketing at Springboard Hospitality and Adam Mogelonsky, Partner at Hotel Mogel Consulting Ltd., investigate how a Customer Data Platform turns guest interactions into conversions on every channel — web, email, text, and voice. Jason explains why nurturing guest relationships becomes second nature with a CDP by enabling guest data application across key touch points in the guest journey.

Together, they discuss:

• The different phases of the guest journey that are relevant to the booking process.
• The importance of using various channels, both digital and traditional, to lead customers to the hotel's website.
• The concept of omnichannel
• How segmentation is crucial for personalization and relevance in marketing efforts
• And more!

This episode highlights the importance of data analysis, segmentation, and personalized marketing strategies to achieve success in a highly competitive market.

Don’t miss it!

If you enjoyed this episode, subscribe, rate, and review it on Apple Podcasts and Spotify. Instructions on how to do this are here.

Connect with Jason here:

• LinkedIn
• Springboard Hospitality

Connect with Adam here:

• LinkedIn
• Hotel Mogel

Connect with Karen here:

• LinkedIn
• Revinate

Episode Highlights:

[00:55] Defining the Guest Journey Phases - Jason outlines a comprehensive framework for understanding the guest journey in hospitality. He breaks it down into four key phases: Inspiration, Research, Planning, and Booking. Inspiration involves leveraging social media and third-party partners to spark interest. Research focuses on your online presence, including your website and reputation through reviews. Planning encompasses content, affiliations, and value propositions, while Booking deals with user experience, mobile optimization, and retargeting tactics. This structured approach helps marketers strategically target guests at each phase, ensuring that their needs and interests are met effectively throughout their journey.

[06:36] Utilizing the Customer Data Platform (CDP) for Segmentation and Personalization - Jason also discusses how segmentation, closely tied to personalization, can enhance marketing efforts. Segmentation involves targeting specific groups, such as drive markets versus fly markets, with tailored offers. The CDP enables deeper analysis of customer data to identify patterns, such as repeat guests or recent stays, allowing for more relevant messaging and offers. Jason emphasizes that segmentation helps not just in crafting personalized emails but also in understanding consumer behavior more broadly, thus refining marketing strategies to better meet guest expectations and improve engagement.

[12:37] Nurturing Conversions with the CDP - Another interesting point that Jason makes surrounds how the CDP supports conversion strategies through nurturing techniques. For instance, abandoned cart reminders, personalized offers, and value-added incentives like room upgrades can help convert high-intent users who didn't complete their booking. Instead of just offering discounts, Jason explains that nurturing involves educating guests about the hotel's offerings and enhancing their stay experience. This approach not only improves conversion rates but also builds a more engaging and personalized guest experience, ultimately fostering greater loyalty and repeat business.

Chapters:

00:00 - Intro

00:55 - The Booking Journey Unveiled

03:58 - Harnessing Segmentation for Personalization

06:36 - The Power of Customer Data Platforms (CDP)

09:48 - Converting Visitors into Bookings

13:42 - Maximizing On-Site Revenue

15:41 - Understanding and Leveraging Customer Lifetime Value

17:43 - Data Integration and Future Planning

26:00- Navigating the World of Blended Travel

28:33 - The Role of Data in Plus-One and Blended Travel

31:46 - Closing Thoughts and Leveraging Automation

33:44 - Outro

Hotel Moment Podcast is handcrafted by our friends over at: fame.so
Previous guests incude: Lori Kiel of The Kessler Collection, Patrick Norton of Brittain Resorts & Hotels, Shawn Jereb of Montage International, Caryl Helsel CEOI of Dragonfly Strategists, Jason Pirock of Springboard Hospitality and many more.
Check out the three most downloaded episodes:

• Build intelligent operations and let data drive direct bookings | with Patrick Norton
• Modern and focused commercial strategy — what does it look like? | with Lori Kiel
• Approachable luxury without losing touch with guests | with Shawn Jereb