Thursday, November 12, 2015

Hotel Marketing Personalization

There clearly is a trend, empowered by emerging technologies, to personalize the hotel guest experience on-property. Driven by the Internet of Things and mobile technology, hotel guest personalization has become a powerful tool for hoteliers to build brand loyalty and garner increased direct bookings. But some hotels are missing out on an opportunity, which is to use their hotel website to personalize the hotel’s marketing message.


Dynamic Content Personalization


Usually referred to as “Dynamic Content Personalization,” this tool leverages readily available data that hotels already have on hand. It compiles it in such a way by creating individualized marketing messages based on past guest information and current interests. Personalized content appears to website users when the website recognizes a past site visitor, then tailors the web pages for the individual user. In this way, the website user finds information which is highly relevant for them. This in turn leads to a higher degree of conversions of potential guests into direct bookings on the hotel’s website.

Content personalization is built around tracking past website viewing history, both on the hotel website and elsewhere on the Internet. This can include past online purchases and any reviews which may have been written by the user, combined with demographic and purchase information available from any past hotel stays. Even the geographic location of the user is taken into account. Taken together, this data can result in a truly customized website experience for users.

This has only been made possible by the disruptive innovation brought about by the gathering of big data in a scalable way. Information on past guests and hotel loyalty program members is easily available to hoteliers. And when combined with the online user data, gives hotels a powerful advantage over the competing online travel agencies and metasearch engines for booking customers directly.

Some ways in which a hotel website, armed with such data, could put it to best use may include:


  • Recognizing the user’s IP address, and adjust the website language for visitors from another country. Also, specific promotions and offers can be tailored to an international audience.


  • Based on data available to the hotel, the website may detect that a website visitor is a business traveler. In which case they would see content specifically geared to that travel demographic. Hotel amenities such as, on-property meeting facilities and the free high speed Wi-Fi connection would appear, for example.


  • In the case of the website recognizing a leisure traveler, the content displayed might include stunning visuals of the surrounding area with regard to the hotel’s address. Offers accentuating the pleasurable relaxation available to hotel guests through the hotel’s spa and the delightful dining possibilities that await them are examples of content customized for that demographic.


Disruptive big data collection technologies, through dynamic content personalization, have given hoteliers the capacity to choose their website content and match it to specific hotel market segments. This is a potent means of driving direct hotel bookings in the crowded travel space.


Posted via OnFast -

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