Thanks to innovations in technology, marketing is no longer a siloed function in the hospitality industry. Marketers who leverage data from sales and customer support teams can enhance their marketing across the guest journey. Here, we identify ways hotel marketing teams can take a data-driven approach to enhance marketing before, during and after guests' visits.

1. Before-Visit

Offer personalized incentives and special deals

During the buying stage, customers are beginning to form a relationship with your brand. While traditional marketing includes push tactics to yield the customer into buying more based on generic offers, CX marketing utilizes guest data and predictive intelligence to offer targeted add-on products and deals. Hotel marketers can offer personalized family discounts or business-specific offers that tap into guests’ personal needs and preferences. This approach is a much better way to add value, while building a positive brand-customer relationship.

Considering that 85% of respondents prefer customized itineraries to mass-market offerings, guest data can be an opportunity for hotels and other businesses, such as airlines, to partner up to offer something more personalized. By safely linking data from the same customer, both sides can create a bundled offer that effectively pre-plans the guest’s journey. The reality of this vision hasn’t always been easy to execute on, but a number of startups have emerged to create travel data exchanges.

2. During-Visit

Drive personalized communications and interactions

A study from American Express found that 83% of Millennials don’t mind travel brands tracking their digital patterns in exchange for more personalized experiences. Hoteliers that utilize real-time data during guests’ stay can identify opportunities to engage with guests through personalized communications. By sharing customer data across functions, marketing teams can collaborate with support staff to surprise and delight guests through  gifts, hotel amenities or any special treatments that help increase guest satisfaction.

If you want to maximize the impact of personalized communications, remember that they can extend beyond phone and in-person interactions. Our recent survey showed that more respondents prefer communicating with staff via Instagram comments (36%) or Facebook Messenger (23%) than via phone (22%). Hotel teams that reach their guests through their preferred communication channels increase the effectiveness of their personalized messages.

3. After-Visit

Re-engage guests to increase loyalty

If you’re investing in re-engagement marketing programs without any significant results, having a data-driven approach will help you cut through the noise. Since an existing guest already knows your brand, reminding them of their own experience can be particularly effective. Hotel marketers can leverage guest data to re-engage customers with personalized messages after they’ve left the property.

What does this look like for your guests? By collecting information from on-site interactions and information such as customer reviews, you can present your guests with personalized rewards when fulfilling certain requests. For example, if a guest used the hotel’s spa treatment multiple times during their last visit, marketing teams can offer them a 20% discount for coming back to the property.

In today’s data-focused economy, marketers in the hospitality industry must ensure their organizations are using data assets effectively throughout the guest journey. For best practices on how to leverage data before, during and after guest visits, check out our case study on how Virgin Hotels use guest data to improve their CX marketing.