The analysis of Traction in the multi-channel horizon
What is the most effective digital communication channel in the tourism sector? An answer to this question comes from Traction, a martech company that owns the CRM platform with artificial intelligence AutoCust.
Through the analysis of a recent project carried out in the hotel sector, Traction found that the best communication channel in the tourism sector is WhatsApp. The messages sent to customers with the famous platform are in fact those with the highest open rate and click-through rate at every stage of their journey.
The analysis focused in particular on three phases of the customer journey starting from the booking, therefore examining the outcome of communications sent before, during and after the stay at the hotel. The comparison was made between messages sent via WhatsApp, email and dedicated apps.
Phase 1: Before arrival
This is a phase often overlooked by operators in the tourism sector. In fact, we tend to think that once the customer has been acquired, most of the work has been done. The analysis revealed that it is precisely at this moment that the relationship with customers begins to consolidate. For example, by sending highly useful messages, such as driving directions or check-in options.
In the case of the project created and analyzed by Traction, communications to customers concern points of interest close to the structure and internal or external activities or services to be booked in advance, such as access to the restaurant and visits to museums.
The result appears rather clear: messages sent to guests via WhatsApp record an open rate of 85%, while the click-through rate is 27%. On the other hand, for emails and in-app messages, the open rate is 36% and 21% respectively, while the click-through rate is 16% and 15%.
Phase 2: during your stay
Even in this case, the potential offered by effective communication is widely underestimated by those who work in the tourism sector. In this phase it is instead possible to offer customers additional services, increasing the average expense of their stay.
The communications sent and analyzed by Traction concern in particular the possibility of taking advantage of special discounts for services within the structure, such as guest assistance, room service and evening shows. The result? Once again the most effective messages are those sent via WhatsApp.
In particular, the customers who opened the message received on WhatsApp are 88% of those who received it. Of these, 31% clicked on the link contained in the communication. The same messages sent via email achieved a 35% open rate and a 20% click-through rate. For in-app messages, open rate of 43% click-through rate of 28%. With a reversal of trend compared to the previous phase.
Phase 3: after the stay
But it doesn’t end here. Even after the stay is over, it is essential to maintain a connection with your customers. To ask, for example, for valuable feedback useful for monitoring the quality of the service offered and turning them into regular buyers.
In the case of a hotel business, leaving a positive review is almost as important as a reservation. So, green light for communications that encourage guests to share their experience. The channels used and analyzed by Traction in its project are still WhatsApp, email and dedicated apps.
By a smaller margin, messages sent via WhatsApp are always the ones that work best. The open rate here stands at 57% of the total, while the click-through rate is 14%. Second position in terms of effectiveness for in-app messages, open rate of 23% and click-through rate of 8%. Finally, emails with an open rate of 18% and a click-through rate of 3%.
The importance of multi-channel
The result of Traction’s analysis is confirmed by Neil Patel, one of the leading international digital marketing experts, according to whom WhatsApp is the most “underused” platform in marketing, considering that the messages it conveys are read 98% of the time .
However, a multi-channel approach is key to paving the way for a more seamless, personalized and efficient experience. “Thanks to the integration of artificial intelligence in AutoCust – concluded Traction CEO Pier Francesco Geraci – we are now able to structure marketing strategies tailored to the customer, optimizing the use of each channel. In addition to the channels analyzed, we don’t forget old and new trends such as text messages, Messenger and Telegram”.
In an extremely competitive context, an unmissable opportunity to ensure a strong and dynamic online presence, to the benefit of companies in the sector and customers themselves.
Methodological note
Analysis carried out on a total of 1348 customers of the hotel facility. Period considered between 1 September 2023 and 31 December 2023.
Photo by Álvaro Ibáñez
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