Individual Marketing Firm SweetBeam Reports +50% Surge in Bar Revenue for Luxury Hotels
(M2 PressWIRE Via Acquire Media NewsEdge) +28% increase in footfall to hotel bars combined with +19% jump in average spend due to Individual Marketing campaigns.
Dubai, United Arab Emirates - Hotel marketing firm SweetBeam today announced the results of a portfolio-wide analysis of guest spending in the bars of 5-star luxury hotels. Conducted over six months in 2013 across a selection of clients, the study reveals that Individual Marketing increases spending of hotel guests at hotel bars by +50.8%.
The gain in revenue stems from an increase in the number of orders placed at the bar (+28%) coupled with an increase in the average check (+19%).
The news comes at a critical time for the luxury hospitality industry as it seeks to increase the share of non-room revenue and boost Total RevPAR.
"These findings confirm that Individual Marketing is a uniquely effective way to generate profitable incremental revenue in the luxury hospitality environment," said Daniel Gates, SweetBeam VP - Client Services. "With Individual Marketing, hoteliers benefit from a steady stream of guests flowing to their outlets who are inspired to spend. With outlet overhead covered, most of that incremental revenue goes straight to the bottom line."
Using proprietary Individual Marketing algorithms, SweetBeam tailors hotel bar propositions to each guest profile and also selects content based on the time of day, week or season.
In the hotels surveyed, a wide variety of algorithms were in operation, for instance to ensure business travelers are aware of after-work drink options to inform female travellers of ladies' nights, gentlemen of live sporting events or leisure guests of the latest seasonal wines and champagnes by season.
SweetBeam's value-added Individual Marketing service offers the additional benefit of tracking effectiveness of messages and offers in real time so that hoteliers have a data-driven view of guest behaviors and preferences. This is the first time SweetBeam have released survey results on outlet performance and the company expects to make further releases moving forward.
SweetBeam is the world's most sophisticated way to inform and influence hotel guests and stimulate guest spending throughout their stay. It is the only communication platform tailored to each guest individually and is offered exclusively to qualifying luxury properties. Provided as a turnkey service, SweetBeam includes proprietary technology, consulting, creative management, system operations and analytics. The company is privately held, with offices in the United Kingdom, France and the United Arab Emirates.
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