Hospitality

Over time room service sales in hotels have been decreasing, particularly amongst non-business travelers. A hotel group partnered with a famous chef to create a new line of room service meals to replace their old menu. The challenge was to identify the best methods of advertising this new menu to guests while understanding the impact of each advertising channel on its own and in combination with the other channels.

We found significant increases in sales could be achieved by informing guests about the new menu at check-in, followed by exposing guests to advertising for the new menu on posters in the lifts, and finally placing additional material about the new menu in their room. Of the three channels, the most effective by itself and in combination with other channels was providing information about the new menu during check-in.