Making personalized messaging throughout the marketing funnel a key ingredient of your hotel marketing strategy is paramount in connecting with travelers, and it has a substantial impact on your bottom line. In fact, 89% of US marketers report that personalization on their site drove more revenue. Here, we explain how hoteliers can personalize messaging throughout the marketing funnel to create an effective hotel marketing strategy.
Establish Your Brand Early On
In the dream and discover phase of travelers’ path to purchase, they are first starting to explore destinations, activities, and brands, and it’s important your personalization efforts begin here.
Social media is extremely powerful for inspiring travelers as they begin dreaming of and planning their next trip.
In fact, over 50% of travel companies claim more bookings due to their Facebook presence, and 1 in 3 travelers reference social media as a main source of travel ideas and inspiration. Consider trying Facebook Collection ads which can help you drive more mobile bookings by combining your video and photo assets. It’s an engaging ad format that can be used to drive users to your website.
Social media is also an easy place to offer a personal experience by engaging directly with potential guests as they send in questions, comments, or concerns. Be sure you are active with your social media presence by monitoring all your social channels daily, responding to comments, and addressing any negative comments or reviews.
Having a strong social media presence also gives you more insight into your audience—Twitter for example has an Audience tab that allows you to know more about your followers. You can use that information to create more custom, personalized ads or offerings, targeting users based on their location or interests, for example.
Re-engage as Travelers Shop and Compare
When a traveler moves to the planning and research phase of the funnel, they are deciding which hotel is the best fit for them. Now is your chance to prove your hotel is the best fit to create the perfect travel experience for them. With 47% of travelers saying personalized ads save them time and effort, now is the time to get in front of them with personalized messaging.
