ONYX Hospitality Group on improving CX and retaining loyalty with technology revamp

ONYX Hospitality Group, a leading hospitality management company based in Thailand, operating throughout and Southeast Asia, has recognised the need for change in the hospitality industry, with a strong focus on customers. To maintain a strong connection with customers, enhance their trust, and retain their loyalty, technological advancements are necessary.

Chutima Fuangkham Kennedy (May), Vice President of Marketing at ONYX Hospitality Group, is spearheading the planning, development, and execution of the group's digital marketing strategy. Chutima is transforming the group's approach to customer engagement, personalisation, the company’s relationship with Online Travel Agencies (OTAs), and addressing common concerns faced by marketers today.

During our conversation with Chutima, we delved into the technology investments ONYX has made over the past three years. We discussed the methods employed to establish a better booking mix and explored why she believes an integrated system and tailored approach to hospitality are the cornerstones of a strong strategic marketing approach.

We discussed integrating and consolidating data from various sources, the importance of dynamic content delivery systems to enhance customer engagement and satisfaction, and why building trust and credibility on direct booking channels is crucial.

Can you tell us about what technology you’re considering or investing in for your business?

As part of our revised marketing strategy, we took an aggressive approach to growth, investing in the following technologies to support our digital acceleration:

• Customer Relationship Management (CRM): We have implemented a CRM system to effectively manage and nurture our customer relationships. This system enhances customer interactions, tracks customer preferences and behaviours, and provides personalized experiences tailored to each individual. By centralizing customer data, we can streamline communication and improve customer satisfaction across our brands.
• Personalization Technologies: Various personalisation technologies such as machine learning algorithms, recommendation engines, and dynamic content delivery systems were incorporated. These technologies play a crucial role in enhancing customer engagement and satisfaction by allowing us to communicate differently with each customer segment based on their need and preferences.
• Integration and Analytics: We focused on integrating and consolidating data from various sources, such as customer interactions, online platforms, and operational systems. By combining these data sources into a unified platform, we can gain comprehensive and actionable insights into customer behaviours, market trends, and business performance. Advanced analytics tools and techniques are also utilised to extract valuable information from this integrated data.

How can you establish a better booking mix or balance between OTAs vs. direct bookings to maximize revenue?

By establishing a better booking mix or balance between OTAs and direct bookings. This requires a focus on technology investments, exceptional customer service, building trust, and leveraging data to make informed decisions. We are accomplishing this in the following ways:

• Enhance Direct Booking Channels: Building trust and credibility on direct booking channels is crucial. To achieve this, we have invested in technology and resources that ensure rate parity, meaning that the rates offered on direct channels are competitive and on par with OTAs. This helps to eliminate any price discrepancies that might discourage potential customers from booking directly. Additionally, optimising the user experience, providing clear and comprehensive information about your offerings, and showcasing the unique value propositions of booking directly can help build trust and encourage more direct bookings.
• Improve Loyalty Programs: Loyalty Programs inventivises customers to book directly. By offering exclusive benefits, rewards, or discounts to loyal customers we can create a sense of value and encourage repeat bookings. This program also helps us gather customer data and preferences, allowing us to personalize offers and improve customer retention.
• Prompt and Exceptional Customer Service: from the first touch points is crucial to attract and retain customers. The app provides real-time chat and inquiry services that are promptly handled by the specific hotel team, whether it's ordering room service at Amari, seeking exploration tips for OZO, or requesting housekeeping services for Shama. Invest in technology and training to ensure efficient and effective customer service across all channels. This includes timely responses to inquiries, personalized recommendations, and assistance throughout the booking process.
• Compete with OTAs through Technology: We aim to offer convenience and functionality that can compete with OTAs. This includes providing fast and user-friendly booking processes, flexible payment options, and seamless integration with various online platforms making it a streamlined, making the booking experience streamlined and convenient.
• Data-driven Decision Making: By understanding our target audience better, we can tailor our marketing and promotional efforts to attract more direct bookings. Analyze data on customer acquisition costs, conversion rates, and revenue generation from different booking channels to optimize our overall booking mix and revenue.

Why do you think having an integrated system is crucial for business growth?

By leveraging an integrated system and utilizing customer data effectively, our organization is committed to making the customer experience as seamless as possible, delivering personalized interactions and ensuring consistency across various touchpoints.

• Data Flow: An integrated system allows for the smooth flow of data across different touchpoints, departments, and chains within the organization. This enables a holistic view of customer information, preferences, and interactions. With this comprehensive understanding, businesses can personalize their interactions, anticipate customer needs, and provide tailored experiences.For example, if a guest stayed at an Amari hotel and then checks in at an OZO hotel, we have the customer's consent data to deliver our Tailored approach to Hospitality to our customers.
• Streamlined Processes: An integrated system eliminates manual and disjointed processes by automating various tasks and synchronizing data. This streamlines operations, reduces errors, and enables efficient communication and collaboration across different teams or departments. It ensures that information is consistent and up to date, allowing for faster and more accurate decision-making.
• Enhanced Efficiency: By integrating various systems and processes, organisations can eliminate redundant tasks, optimize workflows, and improve overall efficiency. This can result in time and cost savings, allowing resources to be allocated more effectively.
• Consistent Customer Experience: An integrated system ensures a consistent customer experience across multiple touchpoints, whether it's online, in-person, or via customer support. With a centralized 360 view database, customer interactions and preferences can be tracked and shared seamlessly, enabling consistent service at every interaction.

Chutima Fuangkham Kennedy (May), Vice President of Marketing at  ONYX Hospitality Group, will be speaking at Digital Travel APAC 2023 on 15th August, 4 45PM on "All-Star Panel: How can you map out your personalisation project to sell and deliver that data-driven seamless customer experience?". Find out more here!