2024 Hospitality Benchmark Report takeaways for APAC hoteliers

The Asia-Pacific (APAC) area boasts a wealthy tapestry of cultures, cuisines, and landscapes — from bustling metropolises to serene retreats —and the hospitality sector faces distinctive challenges and alternatives.

Every year, Revinate shares trade insights and metrics in our Hospitality Benchmark Report based mostly on information evaluation from over 12,000 hoteliers. This yr, we examined 1.8 billion emails and greater than 37 million visitor critiques from 2023. Zooming in on the APAC area, listed below are a number of the most necessary takeaways.

What you will note right here

1. Database well being is crucial within the period of first-party information

First-party information is necessary – everyone knows this. 2024 is the yr that the tracking cookie is coming to an finish. In 2023, our clients skilled spectacular database enlargement, significantly evident within the APAC area, the place hoteliers elevated their visitor data by 26%. North America held the very best progress price at 29%, intently adopted by EMEA at 27%.

These spectacular progress figures underscore hoteliers’ dedication to gathering first-party information and cultivating sturdy visitor profiles, particularly in anticipation of the upcoming finish of third-party monitoring cookies. We consider this emphasis on prioritizing visitor information will persist because the hospitality sector embraces digital developments and adopts data-driven advertising and marketing methods.

If you wish to be taught extra about the best way to put your first-party information into motion, try our information, “The entire information to first-party information for hoteliers”.

2. Benchmarks for maximizing income via upselling methods

In APAC, the adoption of upsells in affirmation or pre-arrival emails amongst hoteliers has elevated to 41%, marking a two-percentage-point rise in comparison with 2022. Australia and New Zealand (ANZ) lead the pack with the very best utilization price at 52%. This improve in upsell utilization has translated into vital income progress, with upsell income from affirmation emails lifting by 24.1%, from $54 to $67 per reserving.

Equally, income from pre-arrival emails skilled a strong progress of 19.6%. Leveraging the ability of automated campaigns, these figures contribute to the institution of an ever-flowing income stream. Revinate clients collectively generated over six million {dollars} in amenity and upsell gross sales in 2023, highlighting the effectiveness and profitability of upsell methods within the APAC area.

Popular upsell categories graph

On the subject of upsell choices, Meals and Beverage (F&B) takes the lead as the group favourite. Nonetheless, it’s essential to acknowledge that what proves efficient for one resort might not yield related outcomes for one more. Customizing upsell choices to align together with your property’s distinctive attributes can considerably increase their efficacy. As an example, throughout Lunar New 12 months, take into account providing particular festive packages or room upgrades to capitalize on the celebratory spirit and improve visitor experiences. By strategically aligning upsell choices together with your resort’s distinct options and visitor preferences, you’ll be able to unlock untapped income potential and elevate the general visitor expertise.

3. APAC visitors are probably the most eager to go away critiques

Ever questioned what number of critiques a resort will get in a month? In APAC, the reply may shock you. Inns there noticed an massive will increase in month-to-month overview numbers in comparison with final yr rising by 45.3%, from 65 to 94. In the meantime, EMEA and North America skilled extra modest will increase of 4.4% and 4.1%, respectively.

Graphic of hotel review volumes across regions

Bear in mind, receiving extra high-quality critiques requires proactive effort. Don’t await them to magically seem. Take into account reaching out to visitors throughout their keep, particularly through the messaging channel, to gauge their satisfaction ranges. This method lets you promptly deal with any issues and guarantee a constructive expertise. After check-out, make the most of automated emails to request suggestions, and witness a surge in glowing five-star critiques.

4. Sending extremely segmented emails improves conversion charges

As your viewers turns into smaller and extra exactly focused, your open charges, click-through charges, and conversion charges soar. Why? As a result of that focusing on results in messaging that’s extra related to your visitors’ pursuits.

As an example, in APAC, campaigns directed at segments with fewer than 5,000 recipients obtain conversion charges 2.7 instances larger than the regional benchmark, and 22 instances larger than these despatched to over 50,000 recipients.

Graphic that shows the more segment filters, the better conversion rates

As a substitute of sending the identical message to all visitors, it’s higher to ship totally different messages to smaller teams of visitors based mostly on their preferences, reserving habits, or demographic options.. This fashion, you will get higher outcomes and construct stronger relationships with visitors.

To assist with this, companies can use one thing referred to as a Buyer Information Platform. This is sort of a kitchen for a chef, the place they’ve all of the instruments and components they should make one thing scrumptious. With a Buyer Information Platform, companies can create advertising and marketing campaigns which can be good for every particular person, making their expertise even higher.

5. Setting recurring campaigns helps you automate visitor communications

Recurring campaigns are like your private assistant within the digital realm—they’re arrange as soon as after which robotically deployed when sure visitor actions happen, reminiscent of a reservation cancellation. These campaigns include pre-defined messages and focused segments for every ship, making them straightforward to handle. However don’t mistake their simplicity for lack of influence.

After we have a look at metrics like common reserving worth (ABV) and common room nights per reserving (RNB), the potential of those campaigns turns into crystal clear. As an example, cancellation restoration emails boast the very best ABV within the area, ringing in at a powerful $1,628.

Benchmark your efficiency now in opposition to the trade’s numbers now

We belief that these insights from our 2024 Hospitality Benchmark Report will assist you to evaluate your advertising and marketing technique and efficiency whereas evaluating your self in opposition to trade friends. Dive into much more information within the 2024 Hospitality Benchmark Report for APAC hoteliers.

To find how Lub d and IHG Australia, amongst others, improve their direct income and create memorable visitor experiences, schedule a gathering with us right now to discover our options additional.