In today’s hyper-competitive hospitality landscape, personalization isn’t just a nice-to-have; it’s a key revenue driver.
NB: This is an article from TravelBoom
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From the moment a traveler visits your hotel website to the minute they check out, each interaction represents an opportunity to engage them, elevate their experience, and boost your bottom line.
According to McKinsey, companies that excel in personalization generate 40% more revenue from those activities than average players. For hotels, that potential is massive – especially as leisure travel rebounds and travelers demand more relevant, tailored experiences.
This guide explains how to personalize the hotel marketing funnel across the entire guest journey: from the first website visit to post-checkout engagement. Let’s walk through email marketing, retargeting strategies, upselling opportunities, and on-property personalization.
1. First Impressions: Personalizing the Website Experience
Smart Content Customization
Start personalization from the homepage. Use dynamic content blocks to display personalized messages based on:
- Location (e.g., “Escape the cold in Boston with our Myrtle Beach beach deals”)
- Referral source (e.g., tailored offers for visitors coming from Facebook or TripAdvisor)
- Return visitor status (e.g., “Welcome back! Here’s 10% off your next stay.”)
Capture First-Party Data
Use lightbox modals or exit-intent pop-ups that invite visitors to:
- Subscribe to your email list with a value-add (e.g., free drink coupon)
- Save their dates and preferences for future visits
This data is gold. Use it to fuel more tailored communications later in the journey.
2. Email Marketing: Segmentation and Automation
Pre-Booking Drip Campaigns
If a user abandons the booking engine, trigger an automated email series based on the pages they viewed:
- Viewed spa packages? Send a reminder about limited availability.
- Looked at family suites? Highlight kids-eat-free deals.
Segment By:
- Booking window
- Travel intent (romance, family, business)
- Geography
Post-Booking Email Sequences
Confirmation emails shouldn’t be boring. They’re a goldmine for upselling:
- Add-ons (breakfast, parking, activities)
- Room upgrades with limited-time offers
- Exclusive check-in perks if they share preferences before arrival
Stat: According to Experian, transactional emails (like confirmations) have 8x higher open and click rates than bulk emails.
3. Retargeting: The Follow-Up That Converts
Abandoned Booking Retargeting
Use cookies and retargeting pixels to re-engage visitors who didn’t complete booking:
- Social media ads with urgency-based messaging
- Display ads showing the exact room or package they viewed
- Dynamic retargeting with pricing updates
Personalized Ad Creative
Match ads to the user’s journey stage:
- First visit: brand storytelling and lifestyle imagery
- Mid-funnel: testimonials and price guarantees
- Bottom-funnel: urgency messaging (“Only 2 rooms left”)
Stat: Retargeted website visitors are 70% more likely to convert (Source: Criteo).
