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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“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“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!”
We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform.