Name: Guest Marketing Masterclass
Uploaded: 2025-11-12T18:01:08.864Z
Duration: 30 min 4 s
Description: Guest Marketing Masterclass

Transcript for "Guest Marketing Masterclass": Hello. Hello, everyone, and welcome to today's webinar on guest marketing. First of all, a huge thank you to our sponsor, Linx. You're the ones that's on sponsoring this specific portion of the webinar. My name is Ricardo Diaz, and today we're gonna be talking about guest marketing. So let me just quickly share my screen here. Awesome. So yes. So my name is Ricardo Diaz. I am the onboard lead for guest experience here at Cloudbeds. I'll be your host today and one of the speakers. We're gonna be talking about guest marketing and, you know, as we dive into how customer relationship management can change the way that you connect with your guest and how personalized communication can drive loyalty and revenue. Now joining me today is Kayla Neighbors. She's our senior onboarding coach for guest experience, guest marketing, and even revenue intelligence. She does it all. We're excited to share insights and real world examples that you can apply to your own guest engagement strategy. Before we begin, a few housekeeping notes. This session will last approximately thirty minutes, including the time for a QA at the end. So please feel free to ask any questions in the QA panel that you have there. We will email you a copy of this webinar to everyone that's attended by the end of the week, hopefully. With that, let's get started with the guest market, with the guest marketing platform. The agenda for today will be a quick introduction that I'll be giving on Cloudbed's guest marketing, what's the whole purpose of this, and then the art of segmentation and personalization. Talking a little bit about how you can segment, your customers or your data and make sure that you send the communication that you need to send to the people that you wanna send it to. Afterwards, we'll be showing you how to create campaigns and at the end, basically, the result of those campaigns. What happens once you actually send campaigns to the people you want to send it to? At the end, we'll just go over a quick QA. Awesome. Now what is guest marketing? Right? It's an all in one automated marketing solution that leads within the CloudAds platform, and it gives you the tools to create, schedule, and automate personalized guest communication without leaving the platform. Right? The whole goal of this is to be able to use the same platform that you use for your day to day task to also send communication or to also send an email or to also send marketing emails. Let's start with the challenging part of this. Most of the leaders know this all too well, the fragmented data. Right? Your guest information lives in multiple systems. That could be your PMS. That could be an email tool that you have. That could be a separate booking engine that you use separate than CloudBeds. That could be a random spreadsheet that is sitting around on your desk. You name it. Right? That makes it a bit difficult to get the full picture of your guests, let alone market to them in a meaningful way. Maybe you're exporting spreadsheets, segmenting contacts manually, right, entering that information manually, and juggling between platforms to send just one simple email. It's a bit time consuming and frustrating and frankly, not the best way to use your team's time. Now this lacks visibility, and we'll have a lot of missed opportunities if you don't actually have your right data. You can tailor communication or offers to repeat guests, loyal travelers, or high spending customers even if you wanted to. At the same time, guest expectations have changed. People expect to have a personalized experience and a brand that engage with them, in a in a correct manner. Right? Think about it. Guests want to feel known, they wanna feel value, and they wanna feel appreciated. But without centralized data, it's nearly impossible to deliver that. And what's the best part of this? There's no manual work with guest marketing. CloudBits guest marketing automatically pulls information or guest data from your PMS that will be historical data that you've had for years in CloudBits if you're already a customer of ours, or maybe a new customer of ours and that you're importing guest data into our platform. That means guest profiles, reservation data, preferences, and behaviors are already there, ready for you to target campaigns. No importing, no exporting, just clean connected data. Now let's actually show you what I'm talking about. Give me one second. And I'm gonna actually show you how this guest marketing platform looks. Awesome. Hopefully, you can see my screen now. There we go. So right now, this is how the guest marketing tool looks. This is the overview page where you'll see the revenue that campaigns have made, throughout the month since you've signed up. This is just our demo account. Data will look, you know, a bit one-sided, but this is how it looks right now. For example, we've made, you know, this much revenue with one time campaigns. Those are campaigns that you send just one time. Right? That could be a promotion, for Black Friday, or that could be a Christmas promotion that you're sending just one time. It's not a recurrent automated campaign that you have enabled here. And then right here, we have, like, a quick overview of those one time campaigns and which one is doing the best. You can see here, for example, our Christmas campaign is one of the ones that is generating the most revenue, from compared to the other ones. And then we have a, you know, the profiles that you can actually reach from this platform. Another thing that I wanna mention, right, this is a quick overview. Right? This is a quick insight of how your platform is doing. But later down this, webinar, we'll show you how it actually converts, you know, how that campaign works, how many people open it, and all of that. Kayla will be helping us with that. Now let's jump into guest and segments. Now we have a lot of, you know, information that flows over from your PMS. All of the guest profiles that will be, like, first name, the last name, their email, their phone number, everything will basically will be flowing over from the PMS. Let's just wait for this to load for me real quick. Awesome. It's just a lot of data. I'm pretty sure it's taking a little bit. So I'm just gonna jump into segments here. Segments is basically how you can segment who gets what. Right? You can create as many segments as you want. These are just a few samples that we have in this platform. And if we scroll down here, there's a few ones that we would like to recommend you to take a look at. We have here direct bookers, for example. This is proven to be the most successful, segment that we have. Yeah. I'm gonna click on it real quick. And as you can see, you can see how, you know, how many people actually qualify for this segment, the daily average rate, and, you know, who's the people that is included in this. Right? So as long as the it's not coming from an OTA, people will definitely get this this campaign that you wanna send it. Right? And then we have our high value guests. So these are customers. Let me just take a look at this one as well. So these are customers that have spent more than a thousand dollars, for example, during their lifetime. Right? I understand average of seats, nights. Right? And you have here all of the profiles. And we have here quite a few customers that we can take a look at. Let's see if we can open here, Ahmed. Let's go back to our guest area. Perfect. So I'm gonna look for Ahmed here. So I can just show you basically all of the information that we have about Ahmed. Right? We can see how many times he stayed with us. Here we have Ahmed. So for example, Ahmed, right, this is his address, his email. He stayed with us two times. And if we click here stays, we can see specifically how much he pay when he stay, how did he book, which channel he utilized. And one of the cool things that I like to mention too is how long did it take him to actually, you know, book the reservation and their stay. Right? So for example, Ahmed booked this reservation, booked this reservation seven days prior to his actual stay. So you can see all of that information, and all of that flows over to segments. I'm gonna go ahead and get back here to segments again. So here's basically all of the information that falls over from CloudBits. Then we have our list, and this is where you can import information into the platform. Although we connect with your PMS, you can also import data in here. Let's say, for example, you have a random spreadsheet, you know, flying around, you wanna import it here, you can definitely do it, and you can also market them. You can also send, like, marketing email email still up to them. But yeah. And then that's where you get to your segments. All of your lists will definitely be here in your segments. I'm going to just go over one more segment here, which is my repeat guess. These are customers that have stayed for more than one stay with me. Let's go ahead and take a look at this guess. For example, this is how many customers I'll be able to reach out or how many emails people that have stayed, you know, for more than one stay. And right here to the top is where you can select which list, should be getting this. So if you wanna add your list that you just imported, you can do it right here, or you can use every single one of your contacts and send them an email. But, yeah, that is pretty much it regarding, you know, the segmentations, the guest profiles, and the list. This is basically how you decide who gets what. Now I'm gonna pass it over to Kayla, and she will show you what are you gonna be sending to these customers. Right? Now you know how how who who's gonna get it and when they're gonna get it, but now Kayla's gonna show you why they're gonna get. So hello, Kayla. Hi. Thank you for having me. Hi, everybody. I'm excited to share some insights on how to, create an effective guest marketing campaign. Let me go ahead and share my screen, and we will walk through, creating a campaign together and what it looks like performance wise. Okay. So we are here on our overview page, which Ricardo was just showing us. We are gonna pop over to our campaign section. The great thing about our campaigns in our system is we have so many options. Every property is going to need something a little bit different, and you have the ability to customize that here in the campaign section. So, the first thing we have here is one time campaigns. These are great for events that might be happening around your location, amenities or things that you want to highlight, newsletters, all sorts of things like that. We also offer automated campaigns, which allow you to turn on a campaign. And as soon as a guest, meets a milestone, they will automatically get that campaign sent to them without any additional, work on your behalf. And then my favorite feature here is smart campaigns. So smart campaigns is a really quick and easy way to get a campaign out to your guests in less than probably a minute. This is really good to use for let's say you have a need weekend coming up where you had last minute cancellations and you need to refill the property. You can create a smart campaign here using a promo code that you can reach out to all of your guests to let them know, hey. We have this promo going on. So let's start here in our smart campaign and create one together. Our smart campaign section here has three simple steps to create this campaign, and we use AI to generate the content here. So we will first start off by, naming our campaign, and we might just call it welcome back, and invite guests that have stayed with us before to stay with us again. We'll add a discount code here, and and a percentage off. This section here will just give it a little bit of description so the system knows what we are, referring to. So we'll say return, guess 10 off. This section, we will choose the segments that Ricardo was just covering. We could choose if we have that last minute cancellation in the next, seven days, we could reach out to the guests that have stayed with us or generally book with us in a shorter booking window. We could also reach out to all guests or maybe repeat customers, or, of course, you can always create your own segment in here. So for now, we'll just choose all guests, and we will go, to the next step. The system will now automatically generate all of the content here for your campaign. So it's using a professional tone, adding all the information here, which you can easily customize if you prefer, by just clicking on the area you'd like to add to and adding in your content. You can also change, any of the tone or voice here too by just clicking it, auto generate, and within seconds, you have a new campaign ready to go. All of your, buttons are provided with the, accurate URL, which will take you back to your booking engine, for a direct booking on the reservation. From here, once you're ready to go, you just hit continue, and you schedule it. So this can go out immediately to your guests, especially for that last minute, pickup that you're looking for. You can send it immediately. Or if this is a campaign for later on, you can schedule it for a later date. So for all of those hoteliers that are just busy, which I think that's everyone, this is a great way for you to just come in, get a campaign going, and have it, reaching out to your customers for you. We also have the option, for creating a campaign here, which allows you to do a one time or an automated campaign from here as well. This gives you a little bit more, ability to customize the campaign as you send it out as well as different trigger points, for the campaigns itself. So for our one time campaigns, you can see we have five options here. The we miss you campaign is great for sending, out after, maybe a guest has departed or maybe just to invite them to stay with you again. And then these are the automated campaigns that are triggered on an event. So this could be a pre arrival that you send out maybe a week before the guest stays with you to get them excited about their upcoming stay, the amenities you offer, the events that might be happening during their stay with you, a welcome message that's sent out after they check-in, or the very popular we miss you campaign. These are used, as a post stay campaign for, inviting the guests to send you a review to your, review site like a TripAdvisor or Google, or also inviting them to stay with you again. So we are gonna look at this campaign here. Once you decide the type of campaign, you have so many options here. You have templates that are, we precreate four templates for you in your brand, theme, and colors. Those will be available here, as well as any other templates you've previously created. So lots of templates available. We also have, just a bank of different types of templates that you're welcome to use as well. A popular one right now is a Black Friday event because we know Black Friday is on the horizon. Or if you just like to, create a campaign from scratch, you have options to do that also. So let's go up to our pre created campaigns or our templates here, and let's just say this one. So, again, you are going to have the preview here. If you'd like to edit anything here, you can edit the design by clicking edit design here. Everything is very easy to use, drag and drop. We also have, an AI generator to generate photos for you if you would like to or a stock image gallery that you're welcome to use. You also can use AI to, generate the content of your, campaign as well. But let's, go ahead and fill this out. This campaign name is internal, and we'll just do return guest 10% off again. Subject line might be we miss you, and preview line here. You also, can have multiple emails associated with your account. So if you'd like your, your emails that are coming from, like, your newsletters to come from the front desk, you can. Whereas your, emails with, like, a book now button come from sales, you can do that as well. You would then choose the segment that you would like to, send this campaign to. Again, just the bucket of guests that you'd like to send it to. Create your own or use any of these. This again, we might just say all guests. And this is your schedule or this is a a few other options you have for your segments. One feature that I absolutely love and I think is really great for properties is when you're sending out a promo code, we have the option here to exclude email addresses that have a future stay with us. And this is so important when we're trying to keep our ADR high because we don't want our guests to get the email, cancel an existing reservation, and then book at the lower price. So this is already a feature, turned on in our smart campaigns, but it's optional for your, your standard campaigns because you might not always need to exclude those guests. You also have this really great feature here, that can send, like, a reminder out to your guests. So maybe you sent something, for a flash sale and you want to reach out to the guests that have opened that campaign and say, hey. Don't forget this flash sale is happening. Last day to book is today, that sort of thing. You can include guests who have opened a campaign, choose the campaign that they have opened in the last, let's say, week, and then they would get a follow-up campaign to let them know, hey. Last day to make this, booking. So lots of awesome features in here. So feel free to kind of poke around in here and and take a look. Then in here, you would get to schedule. So this one is after checkout. You could do thirty days. You could do five days. You can do ninety days, whatever makes sense for you. For now, we'll just say thirty days after checkout and choose the time of day that it goes out to our guests. And then the last one is just a little confirmation to just verify, the information before you turn on this campaign. So this one would always be running on in the background for you based upon the schedule that you put in here. And as soon as the guest, fell into that schedule, they would get this campaign. So nice and easy way to get those set up and running behind the scenes for you, so you're not having to come in here all the time and update info, send new campaigns, trigger new events. It just happens automatically for you. So you're probably wondering also what happens once you send a campaign out. You can always come to our reporting section, find the campaign that you are interested in seeing, look at the report here, and you can see a lot of details here about the report. This campaign has, generated $8,291 in revenue for the property within nine reservations. We can see how many people it was delivered to, how many people opened it, and how many people clicked through. But something that I love even more in this section is the clicked links section. So if you come to this tab, you can go through and see the links that are getting clicked within the campaign that you sent. So in future campaigns, you can put relevant information in eye catching places. You can see here we have a little, chart that'll show you where the click, the clicks are coming from and how many clicks happened at each section. So really great. This photo is very eye catching. It was very easy to click on. It was very intriguing for the guests. So, this would be a great spot in future for this property to put, relevant information there. So, that is everything that I wanted to show you here, but I do wanna make sure that we're saving time for some questions. So, feel free in the, side of the screen here to add any questions you might have into the chat so we can review those with you. And while you guys are doing that, I do just wanna say a special thanks one more time to Linx for sponsoring our time here today. Hello. Hello. That was awesome. back, Ricardo. Nice. Glad to be back. And looks like we have some great questions here in the chat. So we're just gonna go from bottom to top, Kayla. Perfect. So we I'm gonna go with the first one with Xavier, or Xavier. Please let me know if I'm saying that correctly. Can you upload your contacts to the platform? Yes. So, basically, if you have you will have to have an Excel spreadsheet or Excel a CSV file, and then you can import it over to to the platform itself. We have a section specifically for you to upload as many contacts as you want to. So, definitely, it's something that we can do. Charmaine, we have here for the marketing, will this pull all of the information that notice those who have booked? Yes. That is the whole point of this, is for us to be able to collect all of that information that comes from the PMS. So all the reservation data that it's already in the system will already show up in guest marketing. So definitely something that already shows up there. And I'm gonna answer Xavier here again. The campaigns can be sent both email and SMS. Unfortunately, not at this time, Xavier. Only email we support for now. We do have an SMS tool that is not intended for marketing. It's called guest experience. But at least this specific marketing tool, it's intended only for email. Awesome. I'm not sure if you wanna answer here, Emma, Kayla. Oh, sure. Yeah. When we create a segment and set up an automated automated campaign, will the email send? Yes. So when you create a segment, and add it to that automated campaign, it just depends on the trigger that you put in there. So if it's, like, seven days after departure, that email will automatically get sent seven days after the guest is checked out. Great question. Great question. What type of automated campaigns do you recommend, and what type of miles guest milestones do you? I'm not sure if you wanna answer that too. Yeah. I always like to recommend a campaign after departure, asking for a review or asking for them to stay with you again. I also think the milestones of, like, when they've reached a certain amount of, like, spent a certain amount at the property and become, like, a high valued guest, I think that's always a great one to reach out to. Especially if you can add a little something in there for them, like, if they've spent a thousand dollars, maybe next time they stay, they get a complimentary upgrade or an early check-in, or something fun like that too that makes them, get that surprise and delight that we like to deliver at the properties. Thousand percent. I agree with that. Brian, I'm actually gonna answer your question here. Will this be a part of the CloudBets platform, or will it be an additional charge for this feature? So currently, this, is a feature that you will need to add it to your package. Depending on your package, you can even check it yourself on your, Clubbeds account. On the left side, if you click on the burger, what we like to call the burger, you can see on the left all of the, you know, additional features that you have, and one of them will be guest marketing. If you don't have it, you can definitely reach out to our team. You can go to our website to sign up for it. You can just look up for guest marketing, and you can definitely sign up for it. Awesome. Now the awesome. Let's see here. Does the click alrighty then. But, yeah, not sure if we have more questions here that you guys wanna ask us. Maggie, I see your question in Spanish. I speak Spanish. But, yes. For now, this session will be in English. Great question, Maggie. But if you have any questions, you can type it in the chat in Spanish. I'll try to answer it in English and maybe in Spanish for you. Happy to. Great question. We have a question from Kinat here. And, thankfully, you have two whistle experts here with you as well. So, yes, this is different from whistle. Whissel is a guest engagement platform mostly intended for the actual operations of your property, not necessarily marketing. So Whissel is intended to basically contact customers that already have a reservation, have already booked with you. They have an upcoming reservation or they're currently staying with you. And with Whistle, you can use multiple channels of communication. That could be SMS, email, or even the OTAs that we have. With guest marketing, it's more of a marketing solution. It's actually designed to be for marketing. Right? And it's specifically intended for email. I'm not sure if you wanna anything to add there, Kayla, if you have anything there. I think that was great. Yes. Yes. For guest communication on the whistle side, and just check ins. So, like, a lot of times after a guest gets checked in, it's nice to, like, send them a little text saying like, hey. How do you like your room? Is there anything we can do for you? Which Whistle does a great job on that there. Yep. Yep. Great. Great question. Looks like we have about a minute to go, guys. Not sure if you have more questions here for us. Happy to answer them. There is one oh, sorry. Go ahead. in the meantime, I just want well well, you if you wanna answer a question there, in the meantime, I just wanted to show real quick here, Xavier, how to import your guest before we wrap up here real quick. And right here, Xavier, is where you import your guest. So you can just click here at least or import guest, and you'll be able to basically add all of the information that you need to add. And one question that comes up often about this too is what if you import a list that has a guest on it that's a duplicate? That does happen. That's totally fine and totally normal. The system will understand that and recognize it based upon the email addresses pulled in, and it won't be sending duplicate information out. So, no need to, like, go through those lists and delete people out or sort through it like that. We'll take care of it for you. So, just add people in, and we'll take it from there. Awesome. Well, I guess that's pretty much it, Kayla. Alright. Well, thank you everybody for having us. It's always nice to be here, and we appreciate the time. We also wanna thank again our sponsor's links for this session, and we hope you all have a wonderful rest of your day.