The Hotels Network launches CRM Targeting - Insights

The Hotels Network launches CRM Targeting

The Hotels Network (THN), a full-stack direct growth platform for hotels, has announced its latest product development: CRM Targeting. The focus of this launch is to enable hotel brands to apply advanced targeting rules based on user profile data to create a totally personalized website experience.

CRM targetingFor the first time ever, hotel marketers can now use everything they know about their guests to enhance the online booking journey. What’s more, hotels can combine CRM Targeting rules with any of THN’s existing behavioral targeting options such as booking dates or length of stay. Thanks to this powerful combination, website visitors can now be shown hyper-relevant messages at critical points throughout the booking funnel, helping to nudge them towards a reservation and ultimately boost direct conversions.

How does CRM Targeting work?

A data layer, which technically speaking is a Javascript object, allows you to process and pass data about website users to other applications. With CRM Targeting, hotels can use any relevant information stored as key values in the data layer to segment visitors. Using effective website personalization techniques, hotels can then deliver an optimal digital experience to each individual user, giving rise to remarkable results.

The opportunities with CRM Targeting are endless. An obvious use case is to customize website messaging based on loyalty program information stored in the data layer such as membership level, gender, age, interests or average booking value. Imagine a visitor arriving on your hotel website and seeing an exclusive deal reserved for Silver club members, who have used spa facilities during a previous stay, and which is only available on the specific last-minute dates they are searching for. Highly tempting!

Juanjo Rodriguez, Founder of The Hotels Network, commented, “We are delighted to be the first company in our space to empower hoteliers to leverage the information stored in their CRM in this way. Today more than ever, hotel brands understand the importance of winning back their fair share of direct bookings. With CRM Targeting, we are giving hotel marketers the flexibility to show users highly targeted dynamic content to create an engaging direct booking experience that drives growth through higher conversion rates and higher ADR.”

CRM Targeting – The Hotels Network from The Hotels Network on Vimeo.

About The Hotels Network:

The Hotels Network is an innovative technology company working with over 5,000 hotels worldwide. The company offers clients a full-stack growth platform to power their direct channel. By leveraging a series of integrated tools and analytics, hotel brands can attract, engage and convert guests throughout the user journey.

In addition to price comparison, reviews summary and a full suite of personalization options, the company’s recent product innovation, Oraculo, is the world’s first predictive algorithm for hotels. Oraculo predicts the behavior of visitors to the hotel website and then automatically personalizes both the message and the offer for each user.

The company’s mission is to improve the online booking experience, grow direct bookings and strengthen the relationship between hotel brands and their guests.

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