Data silos, weak segmentation, and underused channels like WhatsApp reveal the gap between ambition and execution in hospitality marketing
Aug 18, 2025
Bookboost’s State of Data-Driven Marketing in Hospitality (2025) surveyed 60+ hotel professionals worldwide. The report highlights a wide gap between hotels’ marketing ambitions and their actual execution in segmentation, multi-channel campaigns, and personalization.
Key takeaways
- Segmentation still basic: 25% of hotels don’t segment at all; large properties lead but even 13% there don’t segment.
- Multi-channel underused: 1 in 5 hotels run no campaigns; WhatsApp marketing barely used (12%).
- Data scattered: Only 12% have centralized, actionable guest data; most teams want better integration and automation.
- Personalization struggles: Nearly half of hotels never managed to implement it effectively; success comes only where segmentation and automation align.
- Action point: Start with a few high-value guest segments, clean up data, and use underleveraged channels like WhatsApp.
Get the full report at Bookingboost
