Every hotelier knows that offering a personalised service goes a long way when it comes to creating a luxury guest experience, and this is also true of your marketing. Now more than ever, we need to be speaking directly to our guests to encourage bookings and loyalty.
Here are just a few ways you can incorporate more personalisation into your marketing strategy.
It’s important to keep your guests in the loop when it comes to new information about your hotel, particularly post-Covid, and personalising your email marketing content can help you achieve higher open rates and increase those all-important click-throughs. Including fields that populate with the recipient’s first name can help capture the reader’s attention, while subject lines that feature language that speaks directly to the user such as ‘15% off – just for you’ or ‘We’ve found your perfect break’ can help encourage users to open the email.
Another great way to personalise your marketing content is by using location targeting on your website. This involves targeting the user with a pop up that features content that is tailored to their specific location and IP address. The summer of 2020 is set to break previous records due to last-minute bookings outstripping demand as holidayers choose to travel safely and without fear of quarantine, and dynamic content could be used on your website to help capture a broader market into the autumn months.
Dynamic content not only helps you to capture the user’s attention as soon as they land on your website, but it also enables you to target certain audiences with specific offers and packages. For example, if your hotel is based in the countryside, you could target users in London with content such as ‘Escape to the country’ or ‘Enjoy a weekend away from the hustle and bustle’ when highlighting specific breaks. Our client Fistral Beach Hotel in Newquay has seen a 50% increase in online bookings this August compared to last year.
With Facebook advertising, you have an amazing amount of data at your fingertips. This data can help you to target the right people with the right content at the right time. Facebook can capture all sorts of information about its users including location, interests, and relationship status, and utilising this data can help you develop a more personalised approach to your marketing strategy. And at a time where more travellers are using social media than ever before, Facebook advertising is one of the most effective ways to expand your reach.
There are plenty of simple but effective ways to introduce more personalisation into your marketing strategy. To find out more about the best ways to personalise your hotel’s content, please feel free to get in touch with our team.