With solid tourism growth forecast for the coming years, companies operating in the hospitality industry that can set themselves apart from the pack will reap significant benefits from doing so. Simple excelling in price for quality and location will not suffice; the overall value proposition will need to be such that it will drive repeat and referral business, will ensure positive word-of-mouth and social media buzz is realized and sustained, and will be unique enough so as to prevent competitive replication.
 

To achieve this type of differentiation, companies operating in the hospitality industry will need to truly understand their existing and potential consumer base – guest segments, needs and preferences, satisfaction drivers, travel purposes, travel methods, household composition, business composition, lifecycle, etc.; with only this level of comprehensive understanding will companies then be able to alter and enhance the overall value proposition (and segment-specific value propositions).
 

Our hospitality industry service offerings portfolio is comprised primarily of components that will help companies make this needed level of differentiation. From helping hotels better understand their customer base to designing custom-fit new propositions (such as loyalty programs), we have significant experience guiding hotels towards ensuring they set themselves apart against the pack.

Customer Experience Design
A service around developing / redesigning the guest customer experience across the guest lifecycle, in order to ensure optimal and consistent interactions that collectively drive a positive impact on the bottom line.
Total Customer Relationship Loyalty Program Design
A service around designing a loyalty program that drives behavior change across the entire guest lifecycle, to ensure maximum realization of objectives beyond just customer retention and customer satisfaction (driving referrals, upgrades, etc.).
Customer Segmentation
A service around understanding existing guest segments, not only in order to target them with various products and services, but also in order to understand potential target pockets of customers, driving maximization around occupancy rates, retention rates, etc
Customer Experience Culture Change Management
A service around transforming company and employee culture, to ensure it is aligned with the desired experience to be delivered to guests, being a driver of change rather than a barrier to change.
Pricing Sensitivity Analysis
A service around understanding the sensitivity various guest segments have in regards to fluctuation of rates, as it relates to demand, in order to utilize above as well as below-the-line discriminatory pricing practices to maximize revenues.
Segment-Specific Treatment Differentiation
A service around designing and bringing to life customized segment-specific treatments for various guest segments, to ensure the experience is differentiated and optimal for those who individually have a greater impact on the bottom line vs. the mass.
Market Potential Analysis
A solution that estimates the untapped potential in the market, allowing hospitality companies to in a strategic and data-driven manner design their expansion strategies, particularly as it pertains to the launching of new properties.
Referral Programs Design
A service around designing effective referral programs, using existing guests as well as employees to drive acquisition in an alternative, low cost manner to traditional means.
Data Strategy & Governance Design
A service around enabling the utilization of data to drive value, from designing how data should be collected to where it should be stored, how it should be managed to how it should be leveraged / utilized.
Customer Data Quality Assessment, Cleansing, and Records Unification
A service around understanding the quality of data on hand, identifying ways to make improvements to close the quality gaps, as well as conducting actual cleansing and unification of the data, to ensure guest records are stored properly.
Designing a Multi-Tier Customer Loyalty Program

For one of Turkey's largest hotel chains, we designed a unique customer loyalty program, one which was offered in several tiers, providing a variety of benefits to different target segments.

Guiding the Development of Mobile Applications

For one of the world's largest malls, we managed a PMO around driving the launch of a mobile app for mall visitors; the application provided directory services, store location information, movie theater ticket purchasing options, etc.

Designing a Country-Specific Targeting Strategy

For one the world's largest malls, we conducted an extensive assessment of visitors, to identify potential segments for targeting, with strategies designed for improving visits; specific country by country visitor uplift strategies were designed.

Designing an Intelligent Tenant Leasing Practice

For one of the world's largest malls, we conducted an engagement focused on helping the company identify which tenants to bring into the mall, to fill the remaining 200 stores after its launch; we assessed existing as well as competitor tenants to identify gaps, and recommended which tenants to accept for the remaining locations.

Loyalty Programs Gone Right – Constructing the Utopian Loyalty Program
As a follow-up to a prior article around loyalty programs gone wrong, herein we define what a utopian loyalty program would like (one which not only satisfies members, but more importantly, has a positive impact on the bottom-line), while highlighting some best-in-class programs that have got it somewhat right…
Customer Analytics Gone Wrong – Eight Common Mistakes to Avoid When Deploying Customer Analytics Models
Designing customer analytics models is only half the battle. Equally, if not more difficult, is deploying them, such that actions triggered by the model outputs are being taken on a daily basis. In this follow-up article, we highlight some of the most commonly made mistakes that prevent companies from succeeding at deploying models…
Designing Best-in-Class Loyalty Programs – Getting the Benefits Right
Possibly the most important aspect of a loyalty program is its benefits. Be it lack of vision, lack of creativity, or plain old laziness, many companies take the easy way out and offer cookie-cutter benefits through their loyalty programs. The ones that are best-in-class don’t, offering benefits that not only succeed in satisfying the customer, but in changing the company’s bottom line…
Customer Analytics Gone Wrong – Ten Common Mistakes To Avoid When Designing Customer Analytics Models
The potential that customer analytics models hold within them are extensive for the companies that choose to utilize them to better their marketing and sales activities. But even best-in-class companies get it wrong sometimes by making mistakes in how they design their models, and in how they utilize them once they have been designed. Herein we present ten mistakes to avoid in designing customer analytics models…
Improving the Quality of Data Acquired from Customer Touchpoints
From telecom to retail, hospitality to finance, customer analytics will continue to be a hot topic over the coming years. Keeping in mind that customer analytics is highly correlated with data (and most importantly, with the quality of it), any improvements in data quality will take companies a step ahead in this realm. This article summarizes eight recommendations for companies around how to increase the quality of customer data acquired from customer touch points.
Loyalty Programs Gone Wrong – Ten Common Mistakes to Avoid
While it’s not rocket science, designing an effective loyalty program is much harder than it appears. Even the most lauded companies have deficiencies in their programs, deficiencies which can make or break it…
Radically Proactive Marketing – The New Name of the Game
The old rules of the game - Advertising, shelf space, retail presence. The new rules of the game - Predictive models, one-to-one offers, outbound campaigns. 65% of product launches fail. That’s means that the millions of hours and millions of dollars in resources invested into developing two out of every three products is a complete waste...
Service Done Right - The Best of the Best
Best-in-class companies go out of their way to cater to their customer base, using service as the key differentiating factor in trying to win them over...
Crisis Management in Reverse - Capitalizing on Shocks to the System
In every sector all over the world, companies fail, collapses that are sometimes triggered by seismic events. Such moments present significant opportunities (or threats, if not seized) for the company that is prepared to capitalize on them. Crisis in the business world can take many shapes and forms...
Making it Right - Problem Resolution for High-Value Customers
Nothing makes or breaks an existing relationship with a customer like a problem handled effectively or mismanaged. How high-value customers are treated during a problem resolution process is of the utmost importance in hoping to retain them…
Unique Acquisition Methods - Below the Line Customer Referral Programs
While customer referral programs are abound, few are conducted below the line, aimed at one single individual, a strategy that can uplift acquisition rates significantly vs. traditional referral programs. Referral programs are nothing new...
Improving Processes in the Service Sector – Going Beyond Efficiency and Quality Uplift
Traditionally, efforts around improving processes in the service sector have had at their core the end goal of reducing operational expenses while maintaining or improving service quality, focused on driving efficiency in certain day to day business activities...
Why Recreate the Wheel? Using Best Practices in the Workplace
Many a company aspiring to be a trendsetter or market leader like an Apple or a McDonalds doesn’t have to be as innovative as them to succeed in their respective sectors / countries – they just need to learn (and borrow liberally) from the best…
Aligning Employees Around Delivering Best-in-Class Customer Experience
Customer – employee interactions are the very backbone of the customer experience. Employees dedicated to serving the customer base deepen the overall company – client bond; indifferent employees providing poor service drive consumer and value loss, damaging the company in a way that is often irreversible. Companies need to align their employees around delivering the best possible customer experience possible…
Maximizing Campaign Conversion Rates Using Analytics
Finding the next best offer for customers is only the tip of the iceberg when it comes to maximizing ROI from campaigns. Companies need to look into using the right channel, the right tone of communications, and even the right time to contact customers to achieve this ultimate objective...
Small Business Loyalty Programs - Giving Back to the Oft-Ignored SME Segment
For too long, the SME segment has been underserved, with companies doing little to cater to the needs of this extremely important and valuable group of customers. Some companies have begun to take heed, launching loyalty programs customized for this segment across numerous different sectors…
Wondering What Lies Ahead? The Power of Predictive Modeling
From telecoms to finance, e-commerce to government, predictive models are being utilized across various sectors to tackle all kinds of business problems. Companies that have yet to benefit from this practice need to examine the ways in which they can do so...
Ensuring Successful Business Partnerships
Partnerships with other companies in or outside of one’s own sector are often frowned upon by companies, due to their complexity, risk, and time consumption. Yet, the right partnerships can provide significant benefits for companies, helping them gain a competitive advantage against their competitors. Companies need to follow a set of guidelines in ensuring they build relationships with the right partners…
The Social Media Buzz – What’s It All About?
The proliferation of online communities in the form of social media is one of the most noticeable trends on the web over the past several years. Not only has it redefined what the internet means in terms of its value offering, but has also become an indispensible element of a given person’s daily activities...
Consumer Segments of the Middle East – The Youth
The third in a series around the most common and important market segments observed in the Middle East and strategies & tactics to acquire and serve them effectively…
Making the Leap – From Reactive to Proactive Sales
Businesses can no longer sit back passively and hope customers come a knocking. The proactive pursuit of potential clients must be made a part of any companies’ day to day sales strategy, and reflect in its activities...
Consumer Segments of the Middle East – Leisure and Business Visitors
The second in a series around the most common and important market segments observed in the Middle East and strategies / tactics to acquire and serve them effectively…
Consumer Segments of the Middle East - The Expat Community
Market segmentation is a relatively common practice, executed over and over by most leading companies around the world, conducted in order to understand the needs of different segments and target them effectively...
Eyes Wide Open - Competitor Intelligence Practices
According to a study by the Society of Competitive Intelligence Professionals, about 90% of the Fortune 500 companies in the US are conducting competitive intelligence activities...
Turning Your Customers (and Non-Sales Employees) into a Sales Force
In a day and age when acquiring a customer is getting more and more difficult due to increased competition and slashed sales budgets, customer referral programs can be utilized to generate significant sales growth in a very practical and effective manner...
Effective Loyalty Programs - Keeping Costs Under Control
The third in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
Effective Loyalty Programs - Recognizing & Rewarding Most Valuable Customers
The second in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
BI on a $0.99 Budget
Business Intelligence teams recognized as "best-in-class" have often spent hundreds of thousands to millions of dollars on software to garner such praise. Such investments are near impossible for budget conscious / smaller scale companies, especially in times of economic downturns...
Effective Loyalty Programs - Changing Channel Usage Behavior
The first in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
Are You Using Enough and the Right Facts for Decisions across Your Organization?
Organizations make tens to millions of managerial and operational decisions every single day with difference importance levels and frequencies. Such decisions range from highly strategic ones, such as decisions on entry to new markets to tactical ones, such as the next product that the sales agent will offer to a customer...