Tapping into the latest travel trends with Salesforce.com
According to a recent report by the Global Wellness Institute (GWI) the wellness tourism industry is booming. The market is set to grow at twice the rate of tourism as a whole – reaching US$919 billion by 2022. In 2017, world travellers made 830 million wellness trips – representing an increase of 139 million over 2015. And, while Europe and North America still lead the market, analysts report that wellness trips in Asia-Pacific have seen impressive growth rates – rising by 33% in the past two years.
As well as the traditional components of a trip – such as transportation and accommodation – a wellness experience usually includes a variety of additional services such as food, spa treatments, sports, spiritual and/or physical wellbeing. And it’s these add-on services that provide a great opportunity for travel and hospitality companies to increase revenues. A growing number of the brand leaders are already experimenting with various wellness offerings for their customers. In an interview for tourism magazine, Skift, AccorHotels Luxury Brands CEO, Chris Cahill, described how his group are tapping into this trend. He says “…you have to be able to rapidly adapt and keep pace with changing customer demand and interest. If we test out a program at one property and it’s a success, we need to be able to implement it quickly at other properties and adjust it as needed based on guest feedback”.
As demand for wellness travel accelerates, customers seeking these experiences will contribute significantly to the prosperity of the industry as a whole. And to attract and retain customers in this growing market, companies will need to offer seamless experiences, that are individually tailored before, during and after the trip.
Technologies like Salesforce can support delivering a great traveller experience. At the heart of Salesforce is the capacity to personalise the experience for every customer. And with each guest being treated as an individual.. companies can build unique and meaningful relationships that in turn drives customer loyalty and satisfaction.
Marriott International, for example, have launched a global customer recognition platform that provides personalisation at scale across all customer touchpoints. Salesforce Service Cloud has been deployed to provide their associates with an accurate, 360-degree view of each guests’ profile.. so they can provide personalised service at every touchpoint.
Kimpton Hotels & Restaurants provides us with another great example of managing the customer experience. Kimpton are boutique hotel concept with a goal of creating “ridiculously personal experiences” for each of its guest members on their loyalty program. So successful is their program that guests have responded by rewarding Kimpton with the highest customer satisfaction scores (93%) and emotional attachment scores (89%) of any hotel company in the United States, according to Market Metrix Hospitality Index™.
Venerate’s work with the Royal Orchid hotels has seen the chain roll-out an integrated Salesforce CRM platform to their 48 strong property portfolio – allowing for far greater collaboration amongst hotel staff across each of their properties. In addition, mobile CRM is enabling the Royal Orchid’s sales staff on the ground to offer a more integrated service experience to their guests.
These are just a few examples of successful companies deploying Salesforce to help improve the customer experience. If you want to learn more about how Salesforce can help you tap into the latest trends in travel and tourism, or if you want to learn how you can inspire more bookings; and provide smarter, more personalised support; then please contact us.