For hotel owners and others operating in the hospitality industry, it is essential to find ways to stand out from rivals and appeal to potential customers. One of the best ways to do this is to deliver more tailored, individual marketing messages. In this article, you will find out more about how to achieve this through personalisation marketing and learn about some of the ways this concept can improve marketing efforts and revenue generation.
Understanding Personalisation Marketing
Personalisation marketing, sometimes known as one-to-one marketing, is a technique which delivers promotional content to users on a more personal or individual basis. This is usually achieved through data collection, analysis and digital automation, with the ultimate goal being to provide marketing content that is more relevant to each user.
This marketing content may be addressed personally to individual users, but may also simply be targeted towards people who meet certain conditions. The data used for personalisation marketing may be drawn from users’ browsing history, from past interactions with the business, from internal databases, or from other sources.
Video: Personalisation marketing explained by Dell
Advantages of Personalisation Marketing
Although personalisation marketing can be more complicated to implement, there are numerous advantages that make it worthwhile. Chief among these advantages is the fact that the content seen by users is more likely to be relevant to their tastes, interests, and circumstances, making it more likely to resonate.
This can help to ensure marketing budgets are used more effectively, with less money being wasted on low probability promotional content. In addition, personalised content can allow those in the hospitality industry to improve the user experience, and deliver superior levels of consistency across channels.
5 Uses For Personalisation Marketing in the Hospitality Industry
1. Personalised Email Marketing
One of the most effective ways for those in the hospitality industry to make use of personalisation marketing is through carefully targeted email marketing campaigns. In particular, it is possible to address people by name and send emails to individuals who meet certain requirements, making the message more relevant and meaningful.
Targeted emails can also be sent to individuals at meaningful times. As an example, a hotel or travel company might offer a discount, via email, to a former customer in the build up to their birthday, which can help to establish a more personal relationship with them, while also encouraging them to make a return visit.
2. Intelligent Product Recommendations
Another way that personalisation marketing can be implemented within the hotel industry is to provide intelligent recommendations, based on data gathered about users. This might mean targeting them with specific ads about hotels or specific hotel rooms that meet their preferences, but it can also be used during the booking process itself.
Imagine a customer booking process which makes recommendations as the customer progresses, potentially saving them time, while also demonstrating a knowledge about what they might be looking for. This can not only encourage customers to go through with a booking, but also convince them that a company understands them.
3. Social Media Marketing
Social media is an excellent channel for hotel industry businesses to carry out personalisation marketing, because it is a channel designed for personal interactions. Most social media sites now include options to target specific demographics with advertising, while responses to comments can be a form of marketing too.
For instance, many brands use their social media page to respond to customers. The responses are completely personal, but when they go above and beyond the call of duty, or where humour is used effectively, there is the potential for those comments to go viral and provide positive promotion and press coverage for a business.
4. Retargeting Techniques
Social media sites, as well as services like Google AdWords, also offer those in the hospitality industry the opportunity to target paid online advertising towards users who have previously interacted with their brand online. This interaction could be a previous visit to their website, a previous view of a specific hotel, or a previous ad click.
This might allow a hotel or resort to target an advert for a specific room to someone who has previously viewed it, serving as a reminder to them. From a marketing perspective, one of the big advantages of retargeting techniques is the ability to aim promotional messages towards users that have already shown some degree of interest.
5. Personalised Hotel Services
Finally, personalisation marketing can continue even when hotel guests arrive and personalised hotel services can be an example of this. For example, the use of smart hubs and other technology which allows guests to be addressed by name can help to make a positive impression and can also be used to target them with additional services.
Moreover, guests can be targeted personally through SMS messages, which can be used to make recommendations, suggest local tourist attractions, or encourage restaurant bookings. These text messages can be aimed carefully, based on data like age, gender, length of stay and room type, to target specific messages to specific kinds of people.
Personalisation marketing is one of the best ways for those in the hospitality industry to make their promotional content more relevant to potential customers, increasing its effectiveness. Furthermore, it has the potential to improve the overall customer experience, and can help to build lasting customer loyalty.