The travel industry is highly competitive, and one of the best ways to attract and retain customers is to provide them with a personalised experience, where they are treated as an individual. Personalisation marketing is one of the best ways to achieve this, because it means marketing content is more tailored and relevant. In this post, you will learn more about personalisation marketing and find out about five ways it can be used within tourism.
What is Personalised Marketing?
In simple terms, personalisation marketing refers to a strategy where promotional content is delivered on a more individual basis. The goal behind this kind of marketing is to communicate with customers, or potential customers, on a more personal level, rather than targeting them with more general content, which may not be relevant.
Typically, the process of delivering more personalised marketing relies on the collection and analysis of data, as well as the use of digital automation technology. Depending on the situation, the data may be collected from web browsing activity, user profiles, previous interactions and other sources. Success usually requires an effective algorithm for distributing the right content, to the right people, in the right format, at the right moment.
Video: Personalisation marketing explained by Dell
What Are the Benefits of Personalised Marketing?
A major benefit of personalisation marketing is the ability to provide users with content that is more relevant to their own individual circumstances and preferences. This reduces the amount of irrelevant promotional content that is displayed to users and ensures marketing expenditure is more efficient.
Within the travel industry, another benefit associated with personalised marketing is an improved user experience, while the more personal communication can also increase brand loyalty and return custom. Moreover, personalised marketing efforts can help to improve cross-channel consistency.
5 Ways Personalised Marketing Can Be Used in the Travel Industry
1. Tailored Recommendations
One way for those in the travel industry to use personalisation marketing is through tailored recommendations made before or during the booking process. This can be achieved in a number of different ways, such as collecting data from previously booked trips, or even by using an AI chatbot to establish some basic preferences.
From there, customers can be presented with intelligent recommendations in terms of hotels, the size of room they should opt for, or rooms that are best suited for their budget. Of course, recommendation data can also be used to target customers through email, SMS, social media and other channels too, increasing the likelihood of bookings.
2. Social Media Marketing
Another area where personalisation marketing is commonplace is through social media, where interactions are often designed to feel more personal. Facebook, in particular, offers a range of tools for targeting specific users through advertising, while personalisation can also be achieved in other ways.
For example, businesses can respond to comments, addressing questions or complaints. Done right, this can serve as effective marketing, and this also opens up the potential for the brand to display a more human and even humorous side. Messages, event invites and other promotional content can also be sent, using complex algorithms.
3. Targeted Emails
Perhaps the most obvious way that personalisation marketing can be used by those within the tourism industry is through targeted emails. Using data, it is possible to send specific marketing emails to customers who meet certain conditions, making them more relevant, while mailing lists mean each customer can be addressed by name.
Additionally, emails can be automatically sent to target customers at an opportunistic time. For instance, a hotel might send a marketing email in the run up to a customer’s birthday, encouraging them to treat themselves to a trip, or send an email close to the anniversary of a previous stay, encouraging the customer to do the same again.
4. Personalised Text Messages
For hotels and travel companies, marketing messages do not need to stop once the guest has arrived. In actual fact, one of the best ways to target them on a personal basis is through text messages after they have arrived. Again, as with emails, these messages can address them personally and can be targeted towards specific customers.
As an example, guests who are staying for a week can be sent a message promoting an event in five days time, while guests checking out before then can be spared the irrelevant message. Moreover, geographical targeting can allow messages to be sent to people who visit certain locations, or who pass through certain parts of a hotel.
5. Remarketing Campaigns
Finally, through services like Google AdWords, it is possible to target adverts towards online users who have previously interacted with a business in the travel industry, such as by visiting their website, clicking on an online ad, or interacting with them in some way over social media platforms like Facebook.
There are many advantages to this kind of personalisation marketing, including the assurance that marketing budgets are being spent on people with some degree of interest in the business. It can also serve to remind people who may have been casually browsing a hotel website, in an effort to get them to actually make a booking.
Personalisation marketing can be extremely beneficial for those in the travel industry, helping to deliver more relevant promotional content and improve the customer experience. As a result, it can help hotels and other tourism companies to secure more bookings and can also help to generate a greater level of customer loyalty.