Co-nomination with Arrivia, Inc. & Vidanta Resorts
There are 7 billion cell phones worldwide. Over 6 billion of those are smartphone devices. The rate at which consumers are using these devices continues to soar too. And for businesses not leveraging the latest & greatest technologies to engage consumers on those phones…well…those businesses will play catchup. Today, over 940 million consumers (36% of global smartphones) leverage mobile devices for purchases instead of physical credit cards – an astonishing statistic, as we look at the ways in which smartphones have evolved from humble beginnings of voicemails and text messages. By 2024, nearly half the globe will leverage their smartphone as a mobile wallet. Read that again…in just a few years, half the planet will make purchases using their phone [https://www.rga.com/futurevision/pov/how-mobile-wallets-transform-customer-experience].
For organizations like arrivia, being at the cutting edge of this mobile-first generation is key. That includes understanding technology advancements, how consumers connect with brands on devices, and discovering new tools to deliver targeted and relevant mobile messages…more sophisticated marketing personalization. Arrivia is no stranger to embracing new tech tools, and in 2021, they partnered with Vidanta Resorts to leverage the power of mobile wallets to solve a critical business problem.
The problem: arrivia & Vidanta were exploring ways to reduce Vidanta’s resort ‘no shows’ (resort reservations that never materialized in the consumer showing up on their expected arrival date). No-shows are a devastating loss to any resort, and every empty room is a direct and suffered revenue loss. And amid a volatile pandemic environment, new travel rules, and evolving CDC requirements, resort no-shows were on the rise. Particularly with vaccinations accessible to certain age groups (at the time) and children not yet eligible, the growing list of complexities made it harder for these two organizations to manage no-shows.
The solution: To mitigate no-shows, arrivia adopted mobile wallet technology and built a customized ‘Vidanta Resort Pass’. Whenever a consumer booked a reservation to any Vidanta Resort, they would receive an email with their personalized ‘Vidanta Resort Pass’ and download instructions. A Pass would include personal information about the upcoming reservation, including destination, resort name, arrival date, and QR code for a check-in bonus. The Pass was strategically emailed to consumers when they engage most with a resort purchase – right after the initial booking, and, leading up to an arrival date. Consumers who did not download a Pass would get reminders via their receipt, chaser emails, and from the website. Downloading the Pass also unlocked a complimentary check-in bonus, so consumers were encouraged to claim their perk through the Pass. Once downloaded, the Pass would automatically get added to their digital wallet – on their smartphone – and arrivia would gain access to send personalized push notifications to that device.
Push notifications further personalize a customer’s experience – triggering marketing messages on certain dates and/or based on where a consumer is located geographically. For example, leading up to a consumer’s arrival date, a “we’re looking forward to seeing you at Vidanta in 5 days” would push to their device home screen. Or, upon arriving at the airport, a “welcome to Puerto Vallarta’s airport” message would push to their phones. And once a consumer enters the resort, a “Finally! Welcome to Vidanta – we’re happy to have you” would appear. These are highly targeted, relevant, and personalized messages, geo-targeted based on where the consumer is located and/or where they are in their customer journey. The possibilities are endless – welcome home, it’s been a year, happy birthday – the power of push notifications is plenty, once a consumer downloads the Pass.
The result: Since implementing mobile wallet technology for Vidanta, arrivia has reduced no-shows by 3% and deployed 2,241 Vidanta Resort Pass emails. Of those emails, 1,646 have been opened – a whopping 73.4% open rate and strong indication of the right email, at the right time, to the right consumer. Of those opened, 1,260 clicked to start their download and 748 successfully downloaded and added the Pass to their mobile wallet, a 59.3% adoption rate. The initial goal was exceeding 10%.
With testing complete, arrivia plans to introduce clearer consumer instructions to increase successful downloads, add additional details inside the Pass, and create more geo-targeted push notifications to prompt consumers to fully experience the resort’s activities and onsite services. They have an eye set on bigger and bolder use cases for the tool too. Personalized membership cards with a consumer’s membership details and currency balance are next up. Customized passes for hotel, flight, and cruise bookings are also on the horizon, delivering receipt-like information that can be saved right to a member’s device for easy access. As consumers continue to adopt mobile wallets on smart devices, arrivia remains at the forefront, delivering the best customer experience, and helping partners, like Vidanta, solve complex business problems through the power of technology.