In today’s digital age, hoteliers have access to an abundance of data about their website users’ booking behaviour.
This data is a goldmine for crafting targeted marketing campaigns and optimising revenue strategies. By understanding how users interact with their websites, hoteliers can tailor their offerings, improve customer experiences, and boost revenue.
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In this article, we will explore practical examples of how website users’ booking behaviour can be used by hoteliers in their marketing and revenue strategies.
Personalised Marketing Campaigns
One of the most potent ways to leverage user booking behaviour is by creating personalised marketing campaigns. By analysing the preferences and behaviours of past guests, hoteliers can send tailored email marketing messages, offers, and promotions.
Example: A hotel notices that a group of guests frequently book rooms for weekend getaways. They can create a targeted email campaign offering exclusive weekend packages, spa treatments, or restaurant discounts to this specific group. By addressing their preferences and needs, the hotel can increase bookings from this segment.
Dynamic Pricing Strategies
Dynamic pricing allows hotels to adjust room rates based on demand and booking behaviour. By monitoring user behaviour, hoteliers can identify peak booking times and adjust pricing accordingly.
Example: A hotel near a popular conference centre notices a surge in bookings during major events. By analysing this booking behaviour, they can implement dynamic pricing, raising rates during conferences and offering discounts during off-peak times. This strategy maximises revenue without alienating potential guests.
User behaviour can also inform website design and functionality improvements. Analysing how users navigate the site, what pages they visit, and where they drop off can help hoteliers create a more user-friendly and conversion-focused website.
Example: A hotel identifies that many users abandon the booking process during the payment stage. After analysing user behaviour, they optimise the payment page, making it more intuitive and user-friendly. This results in a higher conversion rate and increased revenue.
Upselling and Cross-selling
By tracking booking behaviour, hotels can identify opportunities to upsell and cross-sell additional services or room upgrades.
Example: A hotel notices that guests booking deluxe rooms often inquire about spa services. They can implement a pop-up offering spa packages during the booking process or send post-booking emails with exclusive spa offers. This boosts revenue and enhances the guest experience.
Analysing booking behaviour can help hoteliers identify their most loyal guests. Rewarding these guests with personalised loyalty programmes and incentives can encourage repeat bookings and brand loyalty.
Example: A hotel tracks guests who consistently book their rooms for business trips. They can create a loyalty programme that offers discounts, free upgrades, or other perks exclusively to business travellers. This not only increases bookings from this segment but also strengthens the hotel’s brand loyalty.
In today’s fiercely competitive hospitality industry, hoteliers must utilise every available tool to maximise revenue and enhance the guest experience. Harnessing user booking behaviour is a crucial aspect of achieving these goals.
By personalising marketing campaigns, implementing dynamic pricing, optimising websites, upselling and cross-selling, creating loyalty programmes, and utilising remarketing, hoteliers can transform data into actionable insights that drive revenue and improve guest satisfaction. In the ever-evolving digital landscape, staying attuned to user behaviour is a key strategy for success in the hospitality industry.