How can Technology Open New Revenue Streams

The hotel industry generally remains profitable and stable with USD $18.4 billion in revenue, mainly from rooms, food and beverage, meetings and events being the biggest revenue streams. But can the industry do more? Companies are losing money with OTA, so can direct channels be a marketing priority?

In this quickfire interview, we sat down with Samantha Catabas Manuel, Group Director, Digital Marketing & Reputation Management at Megaworld Hotels & Resorts. With their expansion into Philippines, they focus on elevating their guest’s experience with the introduction of 5 senses, providing guests with a memorable service. But going beyond that, how are they amplifying guests’ experiences with technology?

Have you assessed your customer sentiment to determine what solutions or enablers they desire and are there needs you have not yet adopted?

We assess through surveys, feedback forms, social media, and CRM so we can identify areas for improvement and to understand which solutions and features guests desire. Adopting digital solutions is always evolving and a continuous learning curve, and there will definitely be needs which we have yet to adopt but always on the lookout for potential solutions.

How can hotel brands benefit financially from putting more focus on direct bookings?

A. Cultivating Guest Loyalty: Forge stronger connections with guests through direct engagement, offering enticing loyalty programs, exclusive premiums, and personalized experiences. This approach not only deepens relationships but also presents a golden opportunity to foster repeat business, ensuring a reliable and loyal revenue stream.

B. Boosting Direct Bookings: Optimizing our website for user-friendliness, offering exclusive deals and transparent pricing, and emphasizing the best rates on our official platform. Implement loyalty programs, provide live chat support, and engage with your audience through email marketing and social media. Showcase positive reviews, use retargeting campaigns, and explore partnerships for cross-promotion.

C. Empowering Data Ownership and Insights: Seize control of valuable guest data and insights through direct bookings. This ownership becomes a strategic advantage, providing a comprehensive understanding of guest preferences. Leverage this wealth of information to fine-tune marketing strategies, customize services, and continually enhance the overall guest experience.

What technology are you implementing besides the usual chat bots and check-in machines?

A. Chatbot - Elevating beyond traditional Automated FAQs, our Chatbot utilizes a distinctive booking engine and table reservation platform, seamlessly converting inquiries into direct room bookings and dining reservations. The system's integrated booking engine and table reservation platform streamline the process for a more efficient and personalized experience.

B. E-concierge and Membership Mobile App - Our mobile-based check-in and check-out system redefine convenience, providing a seamless and user-friendly experience for guests. The Mobile App, tailored exclusively for our membership program, enhances accessibility and engagement, ensuring a personalized and efficient stay.

C. Customer Relationship Management Tool - Serving as a comprehensive PMS-integrated database management tool, our CRM facilitates efficient revenue monitoring and deploys automated guest communication campaigns. This ensures a tailored and memorable experience for each guest, contributing to the overall success of personalized services.

Samantha Catabas Manuel

Group Director, Digital Marketing & Reputation Management

Megaworld Hotels & Resorts