Podcast: How Hotels Can Turn F&B Data Into Higher Revenue And More Loyalty
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There’s no way around it – Airbnb is making waves throughout the hotel industry. However, your hotel still reigns supreme in one crucial category that Airbnb can’t compete with – delivering on the food and beverage (F&B) experience.
According a study from Morgan Stanley, nearly half of all Airbnb users opted for Airbnb over traditional hotel stays in 2016. While this change in customer behavior may not go away anytime soon, it’s nothing hotel operators can’t handle.
With more consumers making dining out the center of their travel experiences, it’s time to take full advantage of this key differentiator to acquire new guests and turn them into loyal customers.
Explore three ways you can leverage the power of F&B to fuel your guest management and profits.
1. Make things personal
The more personalized experiences are, the better. Looking for a way to personalize upgrades and perks? Start by capturing and tracking guest preferences and purchases through a guest management system. Whether it’s their favorite dessert or having a bottle of champagne ready for a special celebration, guests appreciate a personal touch for in-room amenities or at the end of their meal.
Be sure to share the data you gather across your entire brand portfolio of hotels and restaurants. This widespread access to guest F&B preferences will make it easier to tailor interactions – regardless of where or when a guest interacts with your brand.
2. Maximize your appeal
Attract guests with a special F&B experience they can’t find anywhere else, such as complimentary wine and cheese tastings or exclusive kitchen tours from the restaurant's head chef. These unique and memorable touches can help drive guests to choose your hotel over alternatives like Airbnb.
While younger guests may love sipping on cocktails well into the night, those traveling for business may appreciate reliable Wifi along with a hot cup of joe. Make sure your F&B outlets aren't focused on providing one-size-fits-all experiences.
3. Boost business year round
When it comes to Airbnb, demand for a property is often driven by nearby events. With F&B as the focus, your hotel can serve as the main attraction. Invest in an F&B experience guests can only enjoy a few times a year to help earn revenue during shoulder times.
From hosting a concert at your rooftop pool to giving guests the option of picking produce in the hotel garden ahead of an upcoming chef’s tasting, there’s no limit to what you can try. These types of offerings also allow guests to experience new activities without having to leave your hotel.
Once you’ve come up with a few unforgettable experiences, get the word out about your new hospitality program offerings by targeting channels your customers visit the most. In addition to rolling out Instagram or Twitter ads, consider crafting email campaigns that promote your F&B outlets.
In today’s experience economy, guests want to make memories. Give them the opportunity to do just that with better F&B offerings. Through personalized service and a wide range of offerings, you can create experiences Airbnb just can't match.
Looking for more ways to make the most of your F&B outlets? Download our playbook, “Harnessing the Power of the F&B Experience.”