Today’s consumers are more likely to engage with marketing content that is relevant to their lives, whether it’s a problem they’re trying to solve or a general interest they have. In fact, the majority of consumers (67%) prefer personalized content from brands. Personalization is especially important for travel and hospitality brands that are trying to engage and deepen relationships with customers, learn more about their online behaviors and identify travel needs or preferences.
With the right personalization technology in place, travel and hospitality brands can optimize the entire customer journey, offering hyper-relevant content along the way to foster greater customer loyalty. And as every travel and hospitality brand knows, personalization is an integral part of the journey to guest loyalty and advocacy.
What’s more, busy travelers increasingly expect a seamless branded experience across channels. Personalization helps brands differentiate themselves from the competition by optimizing customer experiences from the very first click.
Here are three specific ways personalization can help travel and hospitality brands deliver engaging experiences to customers.
Deeper Audience Insights
With multiple channels and devices at a consumer’s fingertips, there’s no single way a person will first engage with a brand. Savvy marketing organizations use cross-channel personalization to deliver highly targeted content to consumers based on their unique preferences.
Solutions that enable travel and hospitality brands to suggest preferences (hotels, travel destinations, excursions and more) based on customer insights gleaned from disparate sources of data is possible today with artificial intelligence (AI). Combining AI with machine learning can reveal granular information about customers’ unique interests and preferences, all the way down to the individual level.
Armed with insights that provide the intelligence they need to most effectively communicate with their audiences, brands can better align content and products with consumer expectations. They do this by using real-time customer intelligence based on preferences and behaviors to create individualized content that speaks directly to the person consuming it. Additionally, brands need a platform that enables personalization at scale across channels to maximize the ways in which consumers can interact and purchase from them.
For the travel and hospitality vertical, brands can understand where existing customers are spending their time—from the aisle seat or a room with a view to specific locales and destinations. It’s easier to recommend the value-added products and services customers are most likely to add to their purchase when the viewer sees something they are actually interested in.
According to Hospitalitytech.com, almost 90% of hospitality brands collect email preferences, yet fewer than half use that data to customize emails. This translates to growth potential for travel and hospitality brands to deliver a personalized experience that drives engagement and conversions.
By personalizing content, brands can target the most valuable and relevant content for each visitor—on each channel and each device, which results in favorable brand perception and trust. Demonstrating value—in the form of targeted communications and content—will result in a trust-based relationship with the consumer
By targeting specific customers with personalized messages, brands can not only maximize the customer spend and increase loyalty, but also surprise and delight them in other ways—like smoothing the check-in process, for example.
Most hospitality and travel brands offer a wide variety of promotions every day, yet delivering the right kind of promotion at the right time can inspire customers to maximize their spend within the property. In other words, a brand like Caesar’s can meet its goal of “heads in beds” and cross-promote additional experiences including dining and entertainment. With audience intelligence and individualized marketing, they create personalized promotions to acquire new guests and retain existing ones in a highly competitive market by knowing who is most likely to buy, along with where and when to engage.
Driving consumers to a site with relevant information irrespective of the channel they initially engaged is key in creating meaningful connections. Additionally, gaining a deep understanding of user behavior by content type, topics, keywords, and more can help inform a brand’s promotion strategy. But having volumes of customer data isn’t enough, and neither is simple audience segmentation. Brands need a personalization platform that works seamlessly with its CRM to continually digest new data in order to provide the most up-to-date, actionable customer insights.
Click here to explore OneSpot’s personalization solutions, from cross-channel personalization to email personalization.
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