Today I was studying marketing (again): tomorrow’s going to be a big day, we need to come up with great ideas for the Travel Appeal Index – Hotel & Lodging, and I’ve got to be well prepared. From the wealth of information available about marketing, I obviously decided to focus on the commercialisation and promotion of SaaS.
WHAT’S A SAAS?
For those who don’t know, SaaS stands for “Software as a Service” and is a delivery model providing users with remote web-based access to software, reducing the costs of buying licences (rates are usually on a monthly basis) and doing away with the need to purchase specific hardware components and update the application. In brief, Google, Facebook, Twitter, FlickR and Dropbox are all SaaS.
WHAT’S THE LINK BETWEEN SAAS AND THE TOURISM INDUSTRY?
The Travel Appeal Index is a SaaS too. This free e-book turned out to be exactly what I was looking for. On the fifth page I had to stop reading because I came across this paragraph: “the success or failure of early stage SaaS companies depends on their ability to:
- acquire new customers quickly and cost effectively
- retain customers over the long haul
- upsell customers to increase life-time-value over time”
If you work in tourism, perhaps your synapses are firing too: acquisition, loyalty and upselling are the very things that make the difference between the success or the failure of an accommodation business! At this point the cogs of my brain started turning – are yours? “Great, this e-book is helping me understand how to get results from a SaaS. So how can the Travel Appeal Index help its clients in the tourism industry?”
HOW DOES THE TRAVEL APPEAL INDEX HELP?
I answered my own question: the Travel Appeal Index was created for this very reason. It’s our “job” to help. (Some of) the fundamental factors determining accommodation businesses’ ability to acquire clients, today, are:
- managing reputation
- digital ecosystem
Customer loyalty is strongly connected to these factors, as is upselling. I suppose there’s no point in me telling you now that the Travel Appeal Index analyses three clusters: reputation & sentiment, digital ecosystem and content. No, it’s no coincidence.
Therefore, the success of our SaaS is ultimately determined not only by the success of our clients, but by our ability to pursue the same objectives as them.
There couldn’t be a better foundation from which to build mutual trust: we’re rolling up our sleeves.