In order to make up for lost revenue due to the COVID-19 pandemic, it is important to drive occupancy through strategic marketing efforts. To make these efforts a success, it is essential to approach your guests with targeted and appealing offers. But how can you ensure that you are targeting guests with the most relevant offers? The answer lies within customer segmentation.
The most important factor that comes into play when implementing customer segmentation is the data you have about your guests. Through CRM, you should know their past behavior and be able to find out how often they stayed at any of your properties, how much money they spent, what packages they booked, etc. In addition to these historical values, it is indispensable to know your guests’ real-time interests and preferences in order to achieve the greatest possible success of your marketing efforts.
Since COVID-19 is keeping many people from traveling, another aspect you would need to consider when defining your segments is guests’ location. Focus on your key markets where travel bans have been lifted and invite your best customers to book again with highly personalized communication based on preferences, interest, behavior, etc.
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NextGuest provides hoteliers with everything they need to thrive in the digital world, with bespoke technology solutions developed to meet the needs of luxury hotel clients coupled with elegant design capabilities that bring brands to life. We marry the power of data with brand discovery to uncover unique strategies that apply to everything from website design, content marketing, CRM, and more, helping the world’s top hotel brands maximize ROI as they acquire, convert, and retain guests throughout the travel planning journey. While each of our services is available on its own, the integrated technologies, marketing, and consulting offerings work together to increase digital engagement and generate revenue for hoteliers, allowing them to focus on what matters most – serving their guests.
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