By Hâfi Martinsdóttir
Estimated reading time: 3 minutes | 557 words
According to Revinate, a reported 68% of travellers intending to stay at a hotel within the next year shared that they would feel most comfortable booking a hotel that they’ve stayed at before. With so much uncertainty, people are prioritising familiarity and safety over exploring new places. This is great news for hoteliers who can pull together their past guest data and ensure they are marketing efficiently and appropriately to their most responsive audience. Not to mention the fact that guest acquisition is significantly cheaper for repeat guests than new guests.
With this new data in mind, it’s essential that hotels connect intelligently to their past guests through their social media and email marketing campaigns. Given the turbulence of the current climate, these campaigns should not be taking months to roll out, more like a few hours. Marketing needs to be nimble and fluid, adapting with the changes as they roll in.
In order to intelligently promote to your database, your past guest data needs to be organised, efficient and well structured. This means segmenting your guest data into several groups, such as the following:
You will likely have had guests who have cancelled their booking due to COVID-19 and these should also be included within their own segment to encourage re-booking.
By segmenting the guests into their own groups, you avoid sending impersonal email promotions to a wide range of guests. For example, compare sending impersonal email promotions to a broad range of guests with a variety of needs to sending personalised and intimate email campaigns to a select group of past guests who live locally thanks to a well organised guest database.
If you haven’t already done so, now is the time to segment and organise all of your guest data. Your guest database is currently the most powerful tool that you have to ensure your hotel’s recovery. To begin;
Once you have all of these segments in place, you are in a much stronger position to market to those who will be most receptive to your campaigns. Focus on these groups, create personalised and appealing messages and offers that will specifically address their interests and needs.
When the time comes, you can add fly-in past guests to your groups for marketing, but ensure these are also marketed to with their own unique campaign.
This might mean running several different individualised campaigns at once to small groups, but this will always prove to be a more fruitful way of running campaigns than generalised promotions. So getting your guest data organised and segmented now will yield positive results for your recovery and for the future of your brand’s growth.
Unsure of your next step? Get clear on your hotel’s recovery strategy
As COVID-19 is unlikely to disappear completely without an effective vaccine, it’s expected that we will have a W shaped recovery with lock downs repeatedly being enforced, relaxed and enforced again over time. Being prepared for this tumultuous recovery will stand you and your hotel in good stead to ride the waves to come.
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Magpie Creative Co. is a digital marketing and design consultancy with a worldwide client base. We provide branding, web design and online marketing for businesses that offer luxury guest experiences and require an efficient online booking system.
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