To meet the objectives of engagement and loyalty, Best Western France implements large-scale promotional operations including The Summer Promo 2019.
Best Western® Hotels & Resorts, the world’s leading cooperative group of nearly 4.500 independent hotels in more than 100 countries, is dedicated to supporting every hotel in the group to develop and sustain its business. Strengthening the commitment and customer loyalty is one of the major challenge for the compagny. To meet this objective, Best Western France capitalizes on the emotion through its strategy around the customer experience and transactional, thanks to promotional operations. This year, a strong international commercial event, the Summer Promo, was set up by the group and widely relayed by Best Western France thanks to a large-scale device.
Taking place from May 20 to September 02, 2019, the Summer Promo has allowed to customers, for any reservation on this period, to receive a 20€ gift card, valid for a future stay anywhere in the group. In order to measure the results of this project, two KPI were defined by Best Western France as early as the framing phase : the volume of turnover and the number of new members recruited into the loyalty Club. These two indicators were monitored every week in order to optimize the device throughout the operation. Very quickly, Best Western France began to note results announcing good performance versus the year 2018, the first year this operation and unique point of comparaison.
The reasons for the success are mainly related to the scale of the communication device with more than eleven touch points over the period. In addition to the traditional email channel, Best Western France has put foward the offer on the website bestwestern.fr throughtout the clickstream, from the arrival to the exit of the site though a pop-up « last chance ». Site visitors were also retargeted through programmatic banners, social media ads and emails. Best Western France relied naturally on its hotel network, more than 300 establishments thanks to a range of offline communication tools : flyers and tripod at the reception. The phone channel has been reflected through an SMS and outbound campaign to both loyal and non-loyal customers.
For the edition Summer Promo 2019, Best Western France has relied on three new unprecedented devices. The first was a collaboration with Air France, the second a partnership with the pureplayer Easy Voyage and the last a test with the compagny SYNC on an innovative device. The company starts from a simple observation, more than half of the people use their smartphone while watching a TV program. The technology makes possible to expose an advertisement to the mobile user in real time, according to the keywords of the commercial.
The "Summer Promo 2019" has proven to be an attractive promotional campaign with very positive results. In comparison with 2018, Best Western France scores + 80% of French customers turnover in hotels in France and + 101% of stays by French members of the loyalty Club. The synergy, the involvement and the collaborative work of the various services : customer care service, communication, E-commerce and marketing are undeniably one of the key factors of success.
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