Hoteliers understand the benefits of one-to-one marketing and the theory behind it, which advocates for personalizing guest communications as well as curating the guest experience throughout every stage of the guest journey. They also see the big picture of how guest satisfaction directly leads to loyalty and profitable revenue growth as a guest will return to the property more frequently when engaged with activities and amenities.
However, when it comes to implementing one-to-one marketing, many hoteliers are not sure where to start or how to create personalized communications. While there is no denying that the process can be intimidating at first, it is simpler than what most people think. The key to success is breaking down your implementation strategy to coincide with each step of the guest journey:
- Pre-stay campaigns: plan the experience
- On-property campaigns: guide the experience
- Post-stay campaigns: nurture the experience
To demonstrate how these three steps provide the roadmap to personalization, here is a helpful infographic which illustrates the type of content and assets you will need to create effective pre-stay, on-property and post-stay email campaigns.
About the author
Christophe Tayon has over 15 years of experience in the travel industry working for and with OTAs, GDSs, devising marketing strategies to structure solutions to support and promote retail and channel sales. An expert in channel distribution dynamics, he started his career in Business Intelligence and progressively moved toward ecommerce and digital marketing. Christophe is a travel and marketing technology advocate. He joined Cendyn/ONE in 2015. He uses his position as as Director of Marketing to share his knowledge of how Cendyn/One’s fully-integrated Hotel CRM + Digital Marketing Platform increases guest satisfaction, and cultivates loyalty to generate profitable revenue growth.