The hotel industry is evolving – and fast. With third-party cookies on the decline and OTAs charging hefty commissions, accessing the untapped power of first-party data in hotel marketing becomes critical.
NB: This is an article from Travelboom Marketing
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Independent hoteliers who adopt a smarter, more sustainable strategy leveraging first-party data to personalize email and CRM marketing, see better results. This direct approach not only boosts guest loyalty but also increases profit per available room (ProPAR) and drives long-term growth.
What Is First-Party Data, and Why Does It Matter?
First-party data is information you collect directly from your guests through interactions like bookings, email sign-ups, surveys, loyalty programs, and website behavior. Unlike third-party data, which is purchased or aggregated externally, first-party data is reliable, accurate, and 100% yours.
Why This Data Gives You the Upper Hand
- Privacy-Friendly: With tightening data privacy laws, owning your guest data is more important than ever.
- Cost-Effective: Engaging your database costs far less than acquiring new customers via paid ads or OTAs.
- Personalized Engagement: You can tailor offers, emails, and content based on actual guest behavior and preferences.
Why Independent Hotels Must Prioritize Email & CRM Marketing Over Third-Party Data
Your CRM and email marketing strategy is the loyalty engine that keeps your direct booking flywheel spinning. When implemented well, these tools enable hotels to collect first-party data that can turn one-time visitors into lifelong guests.
Build Personalized Hotel Campaigns That Drive Results
Use your CRM data to segment guests by booking behavior, stay dates, room type, and more. Then launch email campaigns that speak directly to each segment:
- “We Miss You” offers for lapsed guests
- VIP rates for loyalty members
- Seasonal packages based on past travel dates
Automate and Optimize Your Marketing Funnel
Modern hotel CRMs allow you to set up automated guest journeys – welcome emails, pre-arrival checklists, post-stay surveys – all of which build stronger relationships without additional staff time.
Stop Letting OTAs Own Your Guests
Many independent hotels rely heavily on OTAs, paying average commissions of 16% per booking. That’s money lost – and guest data lost.
When bookings flow through OTAs, you’re not just sacrificing revenue; you’re forfeiting the ability to remarket directly to those guests. Owning the data puts you in control, allowing for higher-profit direct relationships and repeat stays.
