Hotels, and the travel and entertainment industry, in general, have a difficult task when it comes to understanding the consumer and creating personalized marketing campaigns that reach their audience at the right time and on the right channel.
There are a lot of additional factors aside from price that can go into the final purchase decision. Featured amenities such as a spa, pet friendliness, or a year-round pool are all considerations when it comes to booking a room. Understanding what matters most to the guest can be crucial in optimizing campaigns that address their desires, or concerns, during the decision-making process.
By making strategic marketing decisions using the wealth of data at their disposal, hotel brands can optimize their campaigns for increased efficiency and, more importantly, ROI, using advanced audience segmentation & remarketing.
What Is Audience Segmentation and How Does It Apply to the Hotel Industry?
Audience segmentation involves the act of creating uniform subgroup profiles for targeted advertising delivery based on user data. Savvy hotel brands use big data analytics to form these segments, and then cater the marketing experience specifically to these audiences.
Factors such as geographic location, age, personal values or interests as well as media or device usage can all be recorded in analytics platforms and mined to better optimize campaigns.
What all of this means is that a well-prepared marketing team can hit multiple touch points for each of their segments when it is most relevant to do so, thus increasing the odds of engagement and conversion.
As an example, let’s say a hotel/resort wanted to launch a Spring Break campaign aimed at vacationing students. A mock example of what their segment could look like might be:
Looking at data from prior years, insights can also be gathered to determine when this audience segment is most likely to begin their search (and what steps they may likely take in making a final decision).
For example, those details could include:
Increased Marketing Value Through Remarketing
Audience segmentation is just one way brands use data to tailor ads and marketing experiences to custom sets of users. Remarketing is used to further capture audiences that have shown interest or intent, but might not have converted yet.
Continuing our Spring Break example, a hotel marketing team can use a visitor’s history on their site to evoke an emotion through their purchase journey if they have been hesitant.
Banner ads highlighting large spring break events at a particular hotel day club or possibly a sponsored social post with the copy “time is running out, book now” could be used to close the sale.
Supporting It All with Content Marketing and SEO
Up until this point, we’ve mostly covered how data and insights can help hotel brands make strategic marketing decisions for their paid media efforts. However, where travel and entertainment brands can continue to reap the benefits of proper data analysis throughout the year is with strategic content marketing and SEO.
As a hospitality provider, knowing the ins and outs of your market is key to retaining loyal consumers while also building trust and confidence from more leisurely travelers.
Travelers aren’t just searching for a place to stay. They are also researching your city for things to do during their trip. By evolving your keyword strategy to include blogs, videos and other rich media to target these types of searches, your potential guests will find your brand when looking for these nearby experiences.
Tools such as SEM Rush, LSIGraph.com and Answer the Public can be great resources for discovering these “things to do in [insert city]” opportunities based on your existing product or service-related keywords.
Make the user experience complete if you want to them to find your brand valuable, reputable, and worth turning to again and again.