Franchising Today - Winter 2017 - 15

DIGITAL MARKETING

	

	

	

millennial travelers. Not only
is this relatively young generation thoroughly conversant with
technology, but they have come
to expect to receive information
via mobile technology and to be
able to communicate with others.
Their interest in tech does not
wane when they travel for business and pleasure, so utilizing
technology to meet their expectations is a good idea.
		Digital communications can convey a wide range of information.
Information on a hotel's services,
restaurant menus and other targeted features can be sent via
beacons to users' smartphones.
The technology can also be used
to keep customers up-to-date on
special offers relating to a hotel's
facilities or those in the vicinity, such as restaurants, theaters,
clubs, spas and salons, perhaps
with a discount code redeemable
to guests.
		Digital marketing can be used to
co-brand with neighboring venues. Hotel franchisees can add to
the benefits accrued from beacons
and digital signage by co-branding with neighboring venues and
selling advertising to your commercial partners. A digital signage
platform allows for the control
not only of the specific message
from one of these businesses, it
allows that message to be changed
daily or even more frequently, and
can be customized and geolocated
for real-time marketing for all of
your hotel locations.
		Digital marketing is already in
use at hotels large and small.
Many hotel chains across the
country have already begun to
adopt beacon technology with
positive results. By signing on to

	

this growing trend, franchisees
can signal to their guests that
they are sincerely devoted to customer satisfaction and at the cutting-edge of what is going on in
the industry. This will especially
please customers who have utilized and benefited from similar
technology at other hotel chains
in the recent past.
		Digital marketing can enhance
customer loyalty. Every franchisee knows that customer loyalty and revenue go hand in hand.
Imagine guests checking into a
hotel and seeing a digital sign
with their names on it, providing
a warm welcome to often tired
travelers. These guests can also
receive notifications on their

	

ty information. While guests may
not want to be reminded of potential hazards, it is a fiduciary responsibility to provide that information to each and every guest.
Hotels can provide important
safety information through their
digital signage platforms, especially in case of emergency of any
kind. When communicating with
the hotel guests in real time, this
could potentially prevent harm
and even save lives.
		Digital communications is ubiquitous outside the hotel environment. By adopting beacon technology, hotels are joining a trend
already in play at many retail locations and shopping malls, college
campuses, restaurants, sports

EVERY FRANCHISEE KNOWS THAT LOYALTY
AND REVENUE GO HAND IN HAND.

	

	

smartphones alerting them of
customized specials they can take
advantage of during the course of
their stay. These sorts of perks are
precisely the types of tools that
can be used to foster a desire for a
return stay.
		Digital marketing can be used together with various mobile apps.
Guests can access special offers
- and let them do things such
as view maps, contact the hotel
and request services - via beacons. Beacons can also be used to
send a virtual room key to users'
smartphones, allowing them to
unlock the door of their rooms
with the simple touch of a button. The check-in and check-out
process can be sped up using the
same technology.
		Digital signage and beacon technology can be used to convey safe-

arenas, hospitals and ski resorts.
Wayfinding is a major rationale for
its use at those venues; similarly,
hotels can use beacons' connectors to find the hotel's swimming
pool, fitness center, bar, vending
machines, public bathrooms, spa
and more.
These insights could help hotel franchisees improve business at a time
when competition in the hospitality
sector is growing rapidly. By giving
guests an experience that includes
beacons, franchisees can encourage
repeat visits, foster positive word of
mouth and ensure their brands stay
on the cutting-edge.
Sylvain Bellaïche is the founder and CEO
of Digital Social Retail, a company that has
developed a beacon connector management
platform that is revolutionizing the relationship between customers and brands.
WINTER 2017

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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
Franchising Today - Winter 2017 - Contents
Franchising Today - Winter 2017 - 3
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Franchising Today - Winter 2017 - Cover3
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4b
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue1a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue2
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017winter
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016winter
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016summer
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