For modern-day hoteliers to find success, it’s high time to bid a fond farewell to the days of running ill-informed, shot-in-the-dark ad campaigns and best-guessing at what will motivate traveler bookings.
NB: This is an article from Travelboom
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As the most prosperous properties and travel brands have discovered, in the information age, data can be a monumental difference-maker. By using powerful, data-driven digital services, hoteliers can set their hotel marketing strategies apart, drive more bookings — and boost their profits.
7 Powerful Ways You Can Rev Up Your Hotel’s Digital Marketing Strategy With Data
Traveler data is easier than ever to access in the digital age. By harnessing data-driven marketing services, hoteliers can adjust their ideas and strategies to more effectively connect with their target audiences — and move them to act.
Here are seven key ways you should be leveraging data to make your hotel or hospitality brand’s marketing efforts more effective:
1. Boost Your Consumer Understanding
By analyzing consumer data, you can gain a wealth of valuable information about its prospective customers, including their demographics, interests, behaviors, search histories, past purchases and much more. All of this knowledge can help you develop a better understanding of your audience—so be sure you’re collecting it, analyzing it, and using it to more effectively target and connect with your prospects.
2. Segment Your Audiences
Using the information gathered in the step above, divide your audience into segments based on common characteristics. Then, tailor your brand communications to these distinct groups so that your messaging is more likely to resonate with recipients. For example, you can serve family travelers with ads that include free water park passes with a hotel room booking. Or to fill empty rooms when you have a surplus, you could send travelers living within a short driving distance of your property last-minute offers on discounted accommodations.
3. Identify Hospitality Trends
Keeping a close eye on guest and industry data can also help your hotel or hospitality brand identify trending preferences and patterns among consumers and industry-wide. For instance, data could help your brand ascertain that certain demographics are especially attracted to eco-friendly offerings or that an upcoming event in your area is drawing large numbers of visitors fitting a particular persona. Once you’ve gathered such insights, use them to adjust your strategies in ways that capitalize on the hotel guest trends you’ve identified.