Using First-Party Data and Personalization to Build Loyalty
Hotel marketers target loyalty members and use personalization online.
As the travel industry bounces back, there has been a lot of discussion on how hotel marketers have revamped their marketing strategies to build off the growth of direct bookings during the pandemic. By taking a look at their first-party data and Customer Data Platform systems, hotel marketers can harness this growth by re-engaging their loyalty members and creating personalized experiences online.
As many good hotel marketers know, building loyalty with your guests starts with understanding them. Collecting first-party data allows you to see your audiences up close. With loyalty program information, booking details, and observational data, you can discover who has a high chance of becoming loyalty members. Then, you can figure out how to provide value for those guests.
While this can look like points, free nights, upgrades, and other offers, it can also appeal to the emotional side of guests. We've all seen the viral videos and photos when personalization goes well. From family photos in the room to fulfilling a fun request, it creates a memorable experience that all travelers are craving since the pandemic. When you learn about and build trust with guests, you can find ways to “wow” them throughout their stay and build repeat business.
Bringing in repeat business is important for hotel marketers to evolve as the industry shifts. Loyalty isn’t created overnight. It’s a relationship that requires first-party data, a multichannel strategy, and personalization to stay top of mind anytime a potential guest is planning a trip.
Collecting first-party data isn’t a maybe–it’s a must. First-party data allows you to provide relevant information and draw in guests at all touchpoints of the buyer journey. Here are a few reasons why you need first-party data in your strategy:
Hotel marketers can get personal with travelers and find creative ways to engage and convert them online. Pair first-party data with travel insights, and get a more complete picture for your marketing strategy.
To learn more and access in-depth interviews with industry experts, including Sojern’s executives, hospitality customers, and digital marketing partners, check out our recent report with Skift, 6 Ways Hotels Can Maximize Revenue in an Evolving Data Landscape.
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Cory Jobe shares his always-on marketing experience with Sojern.
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“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
"Sojern and Roiback have a great relationship and work together to maximise our direct bookings. We have regular check-ins to review performance, and both Sojern and Roiback give us insights and recommendations for improvement. And the results speak for themselves! Their collaboration has been very helpful for us."
"I’ve definitely seen increased bookings. In fact, January through March is usually a quiet period for us, but this year, leisure bookings are double what we normally see, and this is due to Sojern. As a small hotel, I really value the relationship we've built with the Sojern team. You can tell when someone is genuine and willing to work with you, and I feel that with Sojern."
"I worked with Sojern at a previous hotel and had a great experience, so I knew I wanted to partner with them when I joined Ticino Hotels Group. Their Pay on the Stay package gives us a cleaner, more reliable business model to help with our direct booking strategy, and we’ve seen the results. To anyone considering Sojern for their digital marketing needs—I say go for it!"
Looking to learn more about Connected TV to meet your branding goals? Interested in metasearch and direct booking strategies to help your independent hotel? We’ve got detailed reports that address your every marketing need.