In both the future and the present, the ability to leverage personalization data will split hospitality organizations into those who know and those who just guess. Personalized experiences are no longer an added bonus for hotel customers. It’s a basic demand, with 83% of customers expecting relevant information and products to be recommended to them based on their personal preferences.
As a hotel marketer, you should know your customers and build relationships with them. Without unifying your customer data, you can’t do that. Following are the steps to take to unify your data, deliver personalized digital experiences, and increase brand loyalty.
Read this article to learn:
The three steps to unify your data
Step 1: Combine your customer data
To meet the expectations of modern travelers, you must have a unified view of the customer, which means you need to combine your customer data. By combining data, hotels are better able to understand and respond to customer needs — and that improves the customer experience, which leads to brand loyalty and ultimately revenue growth.
Start off with connecting your analytics tool and Customer Relationship Management (CRM) tool. Then think about the other ways customers engage with your brand – email, loyalty programs, booking systems etc
The right hotel CRM, like Cendyn’s eInsight, powers guest engagement, and alongside an integrated digital experience management (DEM) platform, like Achiga’s Live Enterprise, allows marketers to provide personalized communications to guests across any channel.
Next step is to use an advanced personalization module in your DEM to tap into three other form of data types:
- IP and geo-location data – where your visitors are coming from
- Browser data – the types of devices being used, as well as referral data (the last site the visitor used)
- Behavioral data – what he visitor actually does while visiting your site
Step 2: Measure and analyze across the entire guest journey
Once data is structured around your customer, next step is to measure and analyze across the entire guest journey.
By analyzing customer data, hotels can learn unexpected things about their customers, and find better ways to market to them. Fontainebleau Miami certainly learned some lessons when they started to parse through their data.
“Like everybody else in the world, we’ve been trying to get a handle on that Millennial and younger customer,” said Josh Herman, former Vice President of Marketing & PR at Fontainebleau Miami Beach. “One of the interesting things we’ve learned — as much as it’s a young and hip and trendy image we portray here in general at Fontainebleau — is that a lot of the data we’ve gathered has showed us customers in older demos — in their 40s, 50s, and 60s — really are the customers spending significantly more money on-property.”
Step 3: Deliver great digital experiences
Your CRM should be programmatic and intuitive when it categorizes contact into segments based on their reservations, preference and lifestyle data.
Targeting and retargeting carefully cultivated target audiences not only helps marketing messages succeed, it gives guests exactly what they want.
The ultimate goal is to be able to provide a digital experience that’s relevant to each guest’s journey and is consistent with the brand.
Achiga’s Live Enterprise has been developed to meet the specific needs of hotel brands where it is becoming increasingly important to deliver localized content experiences while maintaining global brand consistency, from the guest’s initial interaction with your hotel all the way through to stay and checkout.
Live Enterprise delivers the same digital experience to the hotel guest experience. It enables brand owners to simplify online customer interactions with a one-to-many approach, making it ideal for organizations that wish to maintain a high degree of control over corporate branding, layout and web functions while enabling users to interact and create content within one system.
Want to learn more? Download The Hotel Marketer’s Guide to Digital Experience Management and learn how to choose the right technology to deliver great digital experiences throughout the guest journey.