10 Minutes News for Hoteliers 10 Minutes News for Hoteliers
  • Top News
  • Posts
    • CSR and Sustainability
    • Events
    • Hotel Openings
    • Hotel Operations
    • Human Resources
    • Innovation
    • Market Trends
    • Marketing
    • Mergers & Acquisitions
    • Regulatory and Legal Affairs
    • Revenue Management
  • 🎙️ Podcast
  • 👉 Sign-up
  • 🌎 Languages
    • 🇫🇷 French
    • 🇩🇪 German
    • 🇮🇹 Italian
    • 🇪🇸 Spain
  • 📰 Columns
  • About us
10 Minutes News for Hoteliers 10 Minutes News for Hoteliers 10 Minutes News for Hoteliers
  • Top News
  • Posts
    • CSR and Sustainability
    • Events
    • Hotel Openings
    • Hotel Operations
    • Human Resources
    • Innovation
    • Market Trends
    • Marketing
    • Mergers & Acquisitions
    • Regulatory and Legal Affairs
    • Revenue Management
  • 🎙️ Podcast
  • 👉 Sign-up
  • 🌎 Languages
    • 🇫🇷 French
    • 🇩🇪 German
    • 🇮🇹 Italian
    • 🇪🇸 Spain
  • 📰 Columns
  • About us

Hotel customer data: a strategic lever to increase direct bookings

  • Melanie Calabrese
  • 17 April 2018
  • 2 minute read
Total
0
Shares
0
0
0

This article was written by Amenitiz. Click here to read the original article

image

Over the last few years, the OTA sector (Booking, Expedia…) has become more and more consolidated leading to less and less competition. This underlying trend is inexorably leading to an increasingly dominant position of these players over hoteliers. The latter have less direct contact with their own customers because of these intermediaries and the lack of sharing of customer data by OTAs. Moreover, the arrival of players such as TripAdvisor and Google in the online booking sector will not improve this situation.

Hoteliers must now invest in the digitalisation of their business as a priority, at the risk of living on OTA infusions.

Thus, in order to restore this direct link with their guests, hoteliers need to create a privileged relationship with them through customer data.

Table of Contents

Know your strengths and weaknesses

Customer reviews have been collected by many comparison sites for years. This data is a veritable gold mine for hoteliers to set up a global audit of the service they provide. It is interesting to identify of course the weaknesses but also the strengths of the hotel. This work of identifying negative returns will make it possible to correct and improve the service provided. The prioritization of these optimizations can be based on the nature of the dissatisfaction and its frequency on the forums.

The Hotel Owner Who Became a Flight Attendant: Life, Leadership, and the Pursuit of Service with Rachel Vandenberg
Trending
The Hotel Owner Who Became a Flight Attendant: Life, Leadership, and the Pursuit of Service with Rachel Vandenberg

Similarly, identifying the hotel’s strengths will help cultivate these assets and better communicate them to guests.

Learn how to target each type of customer

First of all, one of the first difficulties that hoteliers encounter in order to maintain and cultivate the link with their clients is getting their email. This can indeed be a problem because OTAs do not communicate the email address to hoteliers. However, it is possible to obtain it from its customers through different methods.

With these email addresses, hoteliers will be able to communicate directly with their guests.

First of all, mass mailing is no longer an option today. Targeted communication is to be favoured. Indeed, personalized emails receive nearly 3 times more clicks and generate 6 times more sales than emails without personalization (source: Venture Beat study).

Through the data collected, hoteliers will be able to identify similar consumption behaviour among guests. From these behaviours, they will be able to set up e-mail campaigns specific to these consumer groups. They will be able to segment and automate the sending of emails to customers using a CRM (Customer Relationship Management) tool. Hoteliers will then be able to set up a real marketing campaign.

Implement a promotion policy

As introduced in a previous article, Revenue Management should no longer be seen as the preserve of large hotel groups.

Depending on the number of rooms still available and last minute cancellations, the hotelier can maximize his income by implementing promotional campaigns.

However, it is important to know who among the customers will be potentially interested in such last-minute offers. Here again, customer data plays a central role. Geography can be an excellent criterion for targeting customers who may be interested. 

These multiple levers for improvement will help build customer relationships, generating long-term loyalty on their part. This dimension is decisive in order to ensure that guests book again live on the hotelier’s site and not on a platform.

Please click here to access the full original article.

Total
0
Shares
Share 0
Tweet 0
Pin it 0
Related Topics
  • Amenitiz
You should like too
View Post
  • Categorizing...

Sonesta expands in Latin America with Aken Hotels

  • Denis Stackeusky
  • 1 July 2025
View Post
  • Categorizing...

Aspen One sets 2028 for Limelight Charleston opening

  • Denis Stackeusky
  • 1 July 2025
View Post
  • Categorizing...

Once the Grand Hotel Majestic, now W Florence, is open

  • Denis Stackeusky
  • 1 July 2025
View Post
  • Categorizing...

Gale Miami Hotel & Residences appoints new complex general manager

  • Tatiana Valenzuela
  • 1 July 2025
View Post
  • Categorizing...

Specialist travel brands on being agile and building trust amid volatility

  • By Linda Fox
  • 1 July 2025
View Post
  • Categorizing...

How the tourism industry can manage attractions overcrowding

  • By Marisa Garcia
  • 1 July 2025
View Post
  • Categorizing...

Guesty teams up with vacation rental…

  • Travel Weekly Group Ltd
  • 1 July 2025
View Post
  • Categorizing...

Lodgify appoints Chief Product and Design…

  • Travel Weekly Group Ltd
  • 1 July 2025
Sponsored Posts
  • Influence Society Publishes Q2 Edition of Societies Quarterly for Visionary Hoteliers

    View Post
  • Case Study: Refinery Hotel Redefines Revenue Management with LodgIQ

    View Post
  • Day & Night: The Bold Rebranding Powering Shiji’s Presence in Global Hospitality Tech

    View Post
Last Posts
  • Pet-inspired key cards, paired with card holders
    • 2 July 2025
  • ‘One Big Beautiful Bill Act’ Advances, Drawing Mixed Reactions from Hospitality
    • 2 July 2025
  • Cougar Ridge Resort joins Dreamscape Hospitality
    • 2 July 2025
  • How Evermore Resort reduced their call abandonment rate by 92%
    • 2 July 2025
  • 5 OTA Mistakes That Could Be Hurting Your Hotel Revenue (and How to Fix Them)
    • 2 July 2025
Sponsors
  • Influence Society Publishes Q2 Edition of Societies Quarterly for Visionary Hoteliers
  • Case Study: Refinery Hotel Redefines Revenue Management with LodgIQ
  • Day & Night: The Bold Rebranding Powering Shiji’s Presence in Global Hospitality Tech
Contact informations

contact@10minutes.news

Advertise with us
Contact Marjolaine to learn more: marjolaine@wearepragmatik.com
Press release
pr@10minutes.news
10 Minutes News for Hoteliers 10 Minutes News for Hoteliers
  • Top News
  • Posts
  • 🎙️ Podcast
  • 👉 Sign-up
  • 🌎 Languages
  • 📰 Columns
  • About us
Discover the best of international hotel news. Categorized, and sign-up to the newsletter

Input your search keywords and press Enter.