Best Western uses the Influans Match Marketing platform to drive the performance of Marketing campaigns.
Personalization to leverage performance for Best Western Rewards® loyalty program
Best Western® Hotels & Resorts, the world's largest cooperative of nearly 4,200 independent hotels in more than 100 countries, places the customer experience at the heart of its strategy through a recognized loyalty program, rated as one of the most performing by customers. Rapidly growing in recent years, the Best Western Rewards® loyalty program recorded an increase in global sales of 18.9% in 2017.
To reinforce engagement and loyalty, it is critical for Best Western to personalize the relationship through a better use of customer data: "We want to use the detailed data we have on our customers to offer them the most relevant offers," says Virginie Barboux, Deputy General Manager in charge of communication, digital & customer experience at Best Western France. "The erosion of the emailing channel is often due to intensive emailing with irrelevant messages, generating a drop in interest from customers."
Best Western France has therefore chosen to focus on a better targeting of its CRM campaigns, in order to stand out by ensuring the relevance of the offer in relation to the person who receives it, and by limiting the volume of messages sent to avoid marketing fatigue.
Marketing performance driven by Artificial Intelligence
As part of the deployment of new marketing technologies to better take care of its customers, Best Western chose to work with Influans, which offers a SaaS platform for Match Marketing. The purpose of this collaboration is to boost the number of bookings by presenting clients with the hotels or stays that they will be most likely to book, taking into account both the preferences of these customers and their history of stays, processed in real time by artificial intelligence algorithms.
Virginie Barboux explains: "Thanks to the predictive and prescriptive capabilities of the Influans platform, we are able to determine the destinations that are most likely to interest our customers, and therefore to engage them in a relevant and individualized way."
Engaged customers thanks to a Match Marketing strategy
"The initial results are very promising: we observed a booking rate directly attributable to the predictive campaigns that is 3 times higher and a revenue increase of more than 150% compared to the control group," explains Virginie Barboux. " Match Marketing is part of our strategy to strengthen and personalize the customer relationship through data, a strong pillar of our 3 year vision '#Conquest #Transformation'."