Page 26 - NSAA_Winter_2017_WEB

In the marketing relevance formula of “right person + Non-Lodging
right message + right time,” arrival date crosses two of those One of the most overlooked opportunities with pre-ar-
off the list with nothing more than a glance at your property rival messaging is thinking outside the sphere of lodging.
management system. No analyst or server farm required. Beginners—totally unfamiliar with this sport, resort layouts,
All that’s left is selecting the message, or messages, to send. and skier/snowboarder habits—enter a strange new world The Best Ecommerce Ticketing Platform
armed with little more than stereotypes. The few resorts that
Upsells capitalize on the opportunity created by pre-purchased les- for Your Ski Area Website
In the context of pre-arrival communications, upselling isn’t sons are reaping huge rewards in beginner conversion and
a dirty word or slimy tactic, it can just be the things a guest return rate (and NSAA has recognized many of these stellar Successful ecommerce is more than just software.
wants to do but may not know about, for example: efforts with the annual Conversion Cup Award).
What are they sending these first-timers? Information as
“Want to try our amazing new restaurant? simple as where to park, how to get from their car to the ski
It’s best to make a reservation now. Click here school, what to wear, and, perhaps more importantly, what
to reserve a table.” not to wear. These are things a resort marketing director or
GM wouldn’t think twice about, but as resorts address the
“The best views can be found from our zip-line simple, unspoken anxieties of new skiers and boarders, net
tour. Save $50 when you buy your tickets in promoter scores skyrocket. FEATURES
advance. Click here for our best deals.” • Customizable, dynamic pricing
PASS PURCHASE DATE with unlimited tiers and time-
Both of these were taken almost word-for-word from resort based changes
email campaigns that are running right now. To the guest, While lodging may see the most direct revenue from these • Real-time reporting dashboards
these aren’t intrusive ads; these helpful bits of wisdom save types of campaigns, non-lodging is full of opportunities for both and custom analytics
them money and illustrate how to make the most of their marketing and operational efficiencies. This is especially true • Dated search & calendar
resort experience. It’s marketing so good and so helpful that with season pass purchase date, another at-your-fingertips browse user interfaces
if they were theoretically asked to pay for it they probably piece of information. • Responsive, mobile optimized
design
would just to get that value. Instead of helping a guest start their vacation on the
right foot, this bit of small data enables a resort to help a • Fully PCI DSS 3.0 compliant
Advice season passholder have a flawless first day on the mountain. • Virtually no downtime and
payment redundancy
But even without offers, a few helpful tips can be just For example:
what a guest needs to make the most of their experience • Optional outsourced Customer
Support
(after all, not everything at your resort requires a credit “Want to avoid the lines on opening day and • Training + ongoing resort
card to enjoy): pick up your pass early? Our office will be support included
open Monday–Friday from 9 a.m. to 4 p.m. for
“If you’re looking for the perfect photo back- pass pickup.”
drop, try taking the Ridge Trail from the top of
the gondola. It’s less than a mile long and pro- “Have you signed your waiver? If not, your
vides stunning 360-degree views of the area.” pass may not be ready to go on opening day.
Click here to get this taken care of before
“Sometimes navigation apps get the directions you arrive.” No upfront costs and a flexible fee structure.
to our hotels wrong. Click here for the exact
location you’ll want to use.” Notice how both of these could be enhanced with additional Collaborative custom solutions incorporate your strategy,
data points such as whether a waiver is on file, but even with your pricing, and your products.
Helping guests know where to create the best memo- just the purchase date, a smart marketer can remove one more
ries and take advantage of things they’ve already paid hurdle between a passholder and a great experience. Leverage an analytics team backed by over 10 years of skier data.
for are just two of many small things you can do to
greatly increase the chances every guest will have a won- JOIN DATE
derful time. Success is not just the software you choose, it’s how you use it.
Indeed, when you do apply some deeper data analysis Email addresses are a form a digital currency. Unless the
to these campaigns, you find that sending these emails has a owner sees enough value in the deal, the information, or Contact us to learn why Cloud Store is right for you.
measurable impact on guest satisfaction and return rates. the chance of winning presented, he or she won’t make the
partners@liftopia.com • 1 800-349-0870

24 | NSAA JOURNAL | WINTER 2016