Remarketing in the hospitality sector is a strategic approach designed to re-engage both past guests who have experienced your hotel firsthand and those who have interacted with your hotel’s digital platforms without completing a booking. This dual focus allows hotels to tap into the rich potential of guests familiar with their offerings and individuals who have shown initial interest online.
NB: This is an article from Directful
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The objective is multi-faceted: reignite the interest of previous guests by reminiscing about their pleasant experiences and capture the attention of potential guests by highlighting what initially drew them to your hotel.
The essence of remarketing lies in its ability to be customized and tailored, addressing the unique preferences and behaviors of each segment—be it past guests or online visitors. By leveraging detailed insights from previous stays and digital footprints, hotels can craft messages that not only remind but also resonate. Whether the goal is to encourage a direct rebooking, showcase new amenities or promotions, or foster direct engagement, remarketing strategies are adaptable to meet these varied objectives.
For past guests, remarketing acts as a bridge, connecting them back to the memorable experiences they’ve had and inviting them to create new ones. For those who have browsed your website or interacted with your content, it serves as a nudge, gently reminding them of their unfinished journey with your brand. Through carefully segmented and personalized messaging across diverse digital channels, remarketing becomes a potent tool in enhancing brand loyalty, driving direct bookings, and ultimately, contributing to a stronger brand presence in a competitive marketplace.
By embracing a remarketing strategy that equally values past guests and potential new customers, hotels can effectively capitalize on every level of guest interest. This balanced approach not only maximizes guest retention but also ensures that every digital interaction with your hotel has the potential to convert interest into loyalty. In doing so, hotels can navigate the competitive landscape more effectively, turning casual browsers into loyal patrons and previous guests into advocates for their brand.
Types of Remarketing for Hotels
Remarketing strategies can be diversified to cater to different segments of your audience and utilize various digital touchpoints. Understanding these types can help hotels tailor their approach for maximum impact:
Standard Remarketing
Standard remarketing focuses on targeting individuals who have visited your hotel’s website but did not make a booking. By placing cookies on the visitor’s device, standard remarketing allows you to display ads for your hotel as they continue to browse the internet or use social media platforms. It serves as a gentle reminder of their interest in your property and encourages them to return to your site.
Dynamic Remarketing
A more sophisticated approach, dynamic remarketing takes into account the specific pages or services the visitor showed interest in. For example, if a potential guest was looking at spa services or a particular room type, dynamic remarketing would show ads related to those interests. This method offers a higher level of personalization, making the ads more relevant and enticing to the individual.
