There’s power and potential in understanding the state of hospitality.Pouring over the data and investing in savvy, guest-focused initiatives is the foundation for building loyal, long-term relationships with travelers, and establishing a superior guest experience.This year, as leading hotel teams evolve how they interact with guests, polish their personalization, and work tirelessly to grow their online community, those that don’t run the risk of getting left behind.Here are three notable hotel marketing trends Screen Pilot is consulting clients on in 2020.
Personalized Guest Experiences
Personalization is, by far, one of the most notable current trends in marketing, and one that is most certainly evolving in travel.In fact, recent data from Google and Phocuswright reveals that nearly six in 10 travelers said that brands should tailor information based on their personal preferences or past behaviors.Data-centric personalization is something Screen Pilot has advised hoteliers on for years, and emerging technology is only affording hotel and resort marketing teams fresh and more diverse ways to collect data and personalize engagement with guests.CRM systems further allow hotels to personalize experiences by linking reservations to specific guest interests and needs. For example, a traveler might have their hotel’s room temperature set to their specific liking, a map of local jogging routes might be sent to a guest in advance of their stay, or restaurant staff can recognize guests’ potential allergies when they make a dining reservation.That personal connection goes a long way to nurturing loyal, long-term relationships, not to mention boosting customer satisfaction and, ultimately, revenue.In fact, according to Google, if a travel brand tailored its information and overall trip experience based on personal preferences or past behavior, 76% of U.S. travelers would be likely or extremely likely to sign up for the brand's loyalty program, and 36% (more than 1 in 3) would pay more for more tailored information and experiences.
Both Convenient Communication and On-Site Smiles
Though automation is on the rise, robots haven’t overtaken the hotel world just yet.Travelers still want to know that someone is manning the front desk, ready to field their questions and calls on demand. In fact, a third (32%) of guests said they still prefer to communicate by walking up to the concierge, front desk or other staff directly.That said, there is a growing demand for more convenient methods of communication, particularly among younger generations. Nearly one in every seven (15%) millennials, for example, say they want the ability to text message with hotels.Hotel apps can go a long way to providing digital conveniences, from mobile check-in, to keyless entry, to interaction with chatbots.Technology, however, can’t replace personal service, nor should it.Offering both old-school, on-site hospitality services in combination with modern tools and tech provides the greatest level of guest satisfaction and a greater likelihood of repeat business.
Connecting Travelers to the Digital Community
The modern hotel’s digital presence is so much more than a brochure website and a booking engine. In turn, every traveler’s guest experience begins in the digital space, well in advance of their actual voyage.For hotels, welcoming travelers into their digital community offers the opportunity to showcase guest praise and commentary, local knowledge, even insider tips and tricks, all of which build loyalty and set gests on the path toward a memorable guest experience.Integrating and encouraging interaction via major social media platforms such as Instagram, Facebook, Twitter has become a marketing must, and will only grow in importance as travelers rely on search for travel inspiration and community ratings and reviews for guidance.
BONUS READ
https://screenpilot.com/2019/09/3-ways-for-hotels-to-grow-social-loyalty/
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There’s power and potential in understanding the state of hospitality.Pouring over the data and investing in savvy, guest-focused initiatives is the foundation for building loyal, long-term relationships with travelers, and establishing a superior guest experience.This year, as leading hotel teams evolve how they interact with guests, polish their personalization, and work tirelessly to grow their online community, those that don’t run the risk of getting left behind.Here are three notable hotel marketing trends Screen Pilot is consulting clients on in 2020.
Personalized Guest Experiences
Personalization is, by far, one of the most notable current trends in marketing, and one that is most certainly evolving in travel.In fact, recent data from Google and Phocuswright reveals that nearly six in 10 travelers said that brands should tailor information based on their personal preferences or past behaviors.Data-centric personalization is something Screen Pilot has advised hoteliers on for years, and emerging technology is only affording hotel and resort marketing teams fresh and more diverse ways to collect data and personalize engagement with guests.CRM systems further allow hotels to personalize experiences by linking reservations to specific guest interests and needs. For example, a traveler might have their hotel’s room temperature set to their specific liking, a map of local jogging routes might be sent to a guest in advance of their stay, or restaurant staff can recognize guests’ potential allergies when they make a dining reservation.That personal connection goes a long way to nurturing loyal, long-term relationships, not to mention boosting customer satisfaction and, ultimately, revenue.In fact, according to Google, if a travel brand tailored its information and overall trip experience based on personal preferences or past behavior, 76% of U.S. travelers would be likely or extremely likely to sign up for the brand's loyalty program, and 36% (more than 1 in 3) would pay more for more tailored information and experiences.
Both Convenient Communication and On-Site Smiles
Though automation is on the rise, robots haven’t overtaken the hotel world just yet.Travelers still want to know that someone is manning the front desk, ready to field their questions and calls on demand. In fact, a third (32%) of guests said they still prefer to communicate by walking up to the concierge, front desk or other staff directly.That said, there is a growing demand for more convenient methods of communication, particularly among younger generations. Nearly one in every seven (15%) millennials, for example, say they want the ability to text message with hotels.Hotel apps can go a long way to providing digital conveniences, from mobile check-in, to keyless entry, to interaction with chatbots.Technology, however, can’t replace personal service, nor should it.Offering both old-school, on-site hospitality services in combination with modern tools and tech provides the greatest level of guest satisfaction and a greater likelihood of repeat business.
Connecting Travelers to the Digital Community
The modern hotel’s digital presence is so much more than a brochure website and a booking engine. In turn, every traveler’s guest experience begins in the digital space, well in advance of their actual voyage.For hotels, welcoming travelers into their digital community offers the opportunity to showcase guest praise and commentary, local knowledge, even insider tips and tricks, all of which build loyalty and set gests on the path toward a memorable guest experience.Integrating and encouraging interaction via major social media platforms such as Instagram, Facebook, Twitter has become a marketing must, and will only grow in importance as travelers rely on search for travel inspiration and community ratings and reviews for guidance.
BONUS READ
https://screenpilot.com/2019/09/3-ways-for-hotels-to-grow-social-loyalty/
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
