Data is changing the foundations of hospitality marketing. With personalized content, hoteliers can now engage and nurture their guests like never before.
As a result, they have a new way to increase satisfaction and cultivate loyalty to generate profitable revenue growth. In that respect, Marketing departments are realizing that audiences compiled from data have become one of their biggest assets.
Audience segmentation is the key process that not only makes their data actionable but enables personalization. It allows marketers to change their approach from a pattern of interruption (e.g. TV or radio commercials) to a more efficient engagement strategy that focuses on quality instead of quantity.
Below are the few steps you need to take to segment your audience and enable true one-to-one marketing.
Centralize your Data to Build a Robust Guest Profile
Hoteliers have a wealth of data in their systems Property Management System (PMS), Point of Sale (POS), Central Reservation System (CRS), Call Center, Food & Beverage, Spa, etc.) that they can integrate with online data (Email, Web Analytics, Guest Satisfaction Survey (GSS), and Social Media Platforms) to build the foundation of a robust guest profile.
By augmenting their first party with third party data, they can then access a complete view of their guests that covers an array of useful dimensions:
- Guest history
Implementing Audience Segmentation – Step 1: Know Your Audiences
Now that you’ve consolidated all of your data into a single view, it’s time to cluster guests into relevant marketing segments that you can use to build, automate and personalize your campaigns.
There is a wide range of clustering techniques that you can use to segment your audience, most of them are simple and easy to implement. Most people think that clustering techniques require an advance knowledge of statistics or database but this not case.