What trends are we seeing in Australia’s hospitality industry today?
Over the past 18 months, Australian hospitality operators have taken a hard look at their operational processes and technology systems, bringing on new solutions like SevenRooms to help them run their businesses more seamlessly.
Recent lockdowns across Australia have sent a stark reminder of the importance of an integrated on- and off-premise strategy. Businesses now have to prepare for every eventuality — especially when in-person dining is shut down unexpectedly and online ordering becomes the only revenue stream available.
Those hospitality businesses that have focused on bringing technology platforms onboard that offer a full suite of products — including reservations, waitlists, table management, online ordering, review aggregation and marketing automation — are winning with consumers. Especially when those platforms enable them to connect directly with guests, versus with a third-party marketplace.
Direct platforms enable hospitality operators to collect data across the guest journey, creating more personalized experiences for their guests across every touchpoint. Through companies like SevenRooms, operators now have access to a 360-degree view of the customer, enabling them to acquire, engage and retain more guests, both on- and off-premise, to drive loyalty and boost revenue.
Outside of the rise in popularity of direct reservation and online ordering solutions, hospitality operators have also been hyper-focused on keeping their guests healthy and safe throughout the pandemic.
While contactless ordering and payment services have been around for some time, they’ve been particularly prominent over the last 18 months, helping venues reopen safely. We’re seeing more contactless options than ever before — from using QR codes to order food and beverages at your table, to online apps and websites used to order food for dine-in or takeaway.
These functions became necessary during the pandemic, but will be around indefinitely as venues reopen and grow in the long-term.
How can operators acquire customers in a COVID-normal world?
Beyond good food and safe service, customers have come to demand personalised experiences both on-premise and ordering online.
In fact, according to recent search, 83 per cent of Australians would share their personal data with a venue for either personalised experiences or health and safety measures. More than ever, guests want to feel valued, and a direct strategy is crucial in being able to meet and exceed their expectations.
Today, these experiences begin before diners even enter a venue — whether it’s through booking a reservation, ordering online, joining a virtual waitlist, or using mobile order and pay.
These touchpoints are a guest’s first interaction with your brand, so it’s important they’re white-labeled and branded to your business. With SevenRooms, guest relationships start with the first interaction, whether it takes place online or in-person.
Every aspect of the SevenRooms platform is tied to a centralised guest database so operators own customer data from the start. From there, venues can easily create meaningful experiences, communicate with guests directly and use the data collected to turn one-time guests into regulars.
Acquiring customers is one thing, but what can venues do to retain them and build loyalty?
Personalised experiences drive guest loyalty. Through SevenRooms, venues today can collect approved guest data, and use the insights to create the personalised experiences that turn them from one-off diners into repeat visitors and orderers.
Marketing automation is an incredibly effective way of using these insights to create personalised communications, recommendations and offers to stay top of mind and retain guests.
Rather than one-size-fits-all tactics, venues must provide memorable, personalised experiences that keeps guests coming back — whether it’s offering them their favourite window seat, unique recommendations based on allergies and preferences, or a complimentary bottle of wine on their birthday.
Just like Spotify and Amazon provide more personalised listening and shopping experiences based on consumer habits and preferences, hospitality operators can too.
Using data collected throughout the customer journey, hospitality operators can provide timely and relevant marketing, automatically, leading to more repeat business, more often.
Long-term, how can hospitality venues be successful?
Ownership of their guest data. The more insights venues have about their guests, the better prepared they are to deliver the ‘wow’ experiences that make them come back time and again.
The most successful venues are those that pair meaningful experiences with safety and convenience.
In a COVID-normal world, there is a greater need for venues to build direct relationships and leverage technologies, like QR codes, direct online ordering and contactless ordering and payment options.
As the world returns to a ‘new normal’, hospitality venues that leverage technology to create more streamlined and personalised experiences will be the ones that can build the long lasting relationships that incentivise loyalty and boost revenue.
How is SevenRooms empowering hospitality operators to succeed in this evolving industry by acquiring, engaging and retaining customers?
We’re passionate about the Australian hospitality scene and helping operators continue to provide the meaningful experiences that the industry is globally-renowned for.
Our software is used by operators in more than 250 cities globally — including Australian Venue Company, Howard Smith Wharves and Hunter St. Hospitality and Pacific Concepts.
We’re helping them unlock the potential of their data to build direct relationships, deliver exceptional experiences, and increase repeat business.
SevenRooms empowers venues to understand their customers on a more meaningful level to provide experiences that stand out. We’re proud to work inside such a dynamic and resilient industry, helping operators to create the experiences that make their guests say ‘wow’.