A dozen hoteliers turn predictive consumer data into game-changing revenue strategy
NASHVILLE, TN (January 13, 2016) nSight, the leader in online consumer shopping intelligence for hotels and destinations, has added twelve new hotel clients from the San Francisco/Napa Valley region. A combination of branded and independent properties, these hoteliers are focused on winning back guest relationships from the OTAs by using forward-looking shopping data to make smarter digital marketing and revenue management decisions in one of today’s hottest global leisure markets.
Transient consumer demand for hotel stays in San Francisco over the next 30 days is up 133.9% compared to last year. Growth is certainly due to the upcoming Super Bowl on February 7, which puts demand for that weekend up over 170% compared to last year, with 36% of travelers making plans 30-60 days in advance. While San Francisco hotels use nSight’s predictive data to optimize rate and get the most from marketing budgets during this peak season, they look to nSight to guide direct booking strategy by shifting share from the OTAs.
The move to implement nSight has been part of a new integrated revenue and marketing strategy by innovative hotels such as Hotel Zephyr, led by Director of Sales and Marketing Jill Plemons.
“We wanted to use big data to do more – to not only see what happened in the past, but also anticipate the future and, more importantly, influence it,” explained Plemons. “nSight’s intuitive user interface provides a simple common platform for our revenue and marketing teams that’s both easy to interpret and act on. Now, we have a better understanding of how to get the best future rate against our competition, without sacrificing occupancy. And by targeting consumers who are actively shopping our competitors, my marketing ROI gets a boost and so does our brand awareness online.”
Plemons added that with transient business being so competitive in San Francisco and most of it materializing well inside 30 days of the stay, this shopping data is invaluable as they make critical pricing and marketing decisions in order to gain share versus the OTAs. “nSight gives us forward-looking insight on consumer behavior that we can’t get anywhere else.”
San Francisco hoteliers find these unique nSight features deliver high value:
- Demand forecast calendar featuring an integrated view of rate, consumer demand and bookings for future arrival dates so hotels can optimize ADR by knowing when to hold, raise or lower rates based on consumer behavior.
- A view of unconstrained demand beyond the hotel website enabling hoteliers to increase direct bookings by targeting consumers actively shopping competitor hotels by geographic market and demographic criteria.
- Top international source markets searching and booking the hotel compared to the comp set over the next 30/60/90 days that increases marketing efficiency and ROI of PPC campaigns, email marketing, social and display ads, and website promotions.
“From the moment our team sat down to demo nSight, we recognized the immediate value in a product that would provide incredible insights into rate management, guest demographics, and search optimization,” explained Christa Weaving, Director of Marketing for the Charlie Palmer Group. “We onboarded only a few weeks ago and we’ve been able to make real-time changes to our rate settings and marketing campaigns that have an immediate, positive impact on revenue. The tool and its capabilities have so much depth; at times, it seems like we’ve only scratched the surface of what nSight can do for us.”
Select San Francisco hotels using nSight travel intelligence solutions include:
- Harvest Inn by Charlie Palmer
- Hotel G San Francisco
- Hotel Zephyr
- Mystic Hotel by Charlie Palmer
- Pier 2620 Hotel Fisherman's Wharf
- Serrano Hotel
- Sir Francis Drake, a Kimpton® Hotel
In addition to a growing number of hotel clients throughout the region, nSight works with local destination marketing organizations including Visit California, San Francisco Travel, Visit Napa Valley, City of Carmel-by-the-Sea, Visit Oakland, Visit Sacramento, Team San Jose, and Visit Tri-Valley.
“San Francisco is a trend-setting market,” said Rich Maradik, nSight Founder. “Beyond big one-off events like the Super Bowl, these hotels are pacesetters in technology that are redefining the go-to solutions for standing out online and capturing incremental market share every day. They run fast. Respond quickly. And they demand tools that give them answers to questions that no one else can – so they compete smarter and win bigger.”
nSight’s Hotel Solutions consist of the nSight interactive SaaS application and action-oriented reporting that brings search, booking, and rate dynamics into one forward-looking view so marketing and revenue management can act together. nSight equips hoteliers with predictive data that gives a clear picture of who and where consumers are who are shopping right now for a hotel and its competitive set, allowing properties to boost online presence and grow direct bookings from active, qualified consumers.
To enable hotels and management groups to experience the power of predictive consumer data, nSight offers its Hotel Online Traffic Report free for hoteliers to try. Travel marketers and channel managers can compare how consumers shop and book their hotel on third parties with how they shop and book their own hotel website.
