GEM™: Guest Engagement Management Model
GEM models deliver the optimal alignment of your pricing, promotions, and marketing with the relevant behavioral tendencies of new and repeat guests. To drive long-term profit growth, hotels need to capture complete views of their guests’ actions across all touch-points, identify the groups of guests that exhibit similar behavior, and use this knowledge to deploy intelligent offerings and legendary customer service. Unfortunately, the traditional categories used for guest segmentation in the hotel industry, inherited from a time where data was scarce, are centered around billing instead of behavior and are therefore irrelevant for designing incentives that drive single stay and lifetime value. As an example, an OTA booking may tell you how the guest paid, but it tells you nothing about what the guest will spend. GEM models simultaneously employ the mathematics of Classification, Prediction, Clustering, and Optimization to enhance your guest profiles with new, more relevant and predictive indicators. This intelligent data is then used to boost the ROI of marketing efforts, increase the sophistication of your CRM tactics, drive in-house spend, create memorable customer experiences, and provide smarter rate classes for RM.
While GRO and GEM models may be implemented separately, when interconnected they deliver true Total Revenue Management. By finding, tracking and managing the variables that actually drive profit, our models enable hotel managers to feel confident in making the decisions that lead to the success of the most demanding strategies.