It’s essential to stand out from the crowd if you want to attract and retain customers. Personalised promotion campaigns are proving to be an extremely effective strategy for achieving this. In this article, we’ll explore why personalised promotions are so beneficial, how they improve customer engagement, the overall experience and how you can successfully implement them in your hotel.
Understanding personalised promotions
Personalised promotions are offers made to measure to meet the specific preferences and expectations of each customer. Unlike traditional promotions, which are the same for everyone, personalised promotions capture customers’ attention because they are relevant and tailored to their individual needs.
Using data from past guest behaviour, such as preferred room types or frequently used services, hotels can create promotions that resonate particularly with each guest. This significantly increases engagement and the likelihood of customers responding positively to offers.
Key benefits of personalised promotions
Increased customer engagement
Personalised offers create a stronger connection between hotel and guest. When a guest receives a promotion that meets their specific needs, they feel valued and understood, which motivates them to interact with the hotel. This enhanced engagement often results in increased loyalty and repeat bookings.
Enhanced customer experience
By offering personalised promotions, hotels show that they take into account their guests’ individual preferences and habits. This contributes to a better overall experience, as the customer receives relevant offers, whether it’s discounts on services they use often or offers that match their travel profile. This tailored approach increases satisfaction and the likelihood of positive recommendations.
Optimising return on investment
Personalised promotional campaigns enable each customer segment to be precisely targeted, minimising unnecessary marketing expenditure. Based on real data, hotels can optimise their campaigns to achieve the best possible results, thereby increasing return on investment. This not only saves money on the marketing budget, but also allows resources to be used more efficiently.
Implementing personalised promotional campaigns
Using Experience CRM for segmentation
Experience CRM plays a crucial role in the creation of personalised promotional campaigns. Using this solution, hotels can segment their customers precisely, based on data such as past stays, room preferences or purchasing behaviour. This fine-grained segmentation allows you to design offers that resonate with each customer individually.
For example, you could combine criteria on your customers such as: tourist travellers, couples, early bookers, single stay bookers, over 40s. You could then offer them your ‘Romantic Escape’ – Book early and get 15% off your stay, with a gourmet dinner included and a bottle of wine as a gift.
Personalised and automated campaigns
With Experience CRM, hotels can integrate customer data to provide tailored offers effortlessly. Automation allows personalised promotions to be sent out at the right time, ensuring effective and timely communication. This frees up staff time while ensuring flawless campaign execution.
Measuring and adjusting campaigns
Tracking the success of each campaign is essential for continuous improvement. Experience CRM allows hotels to easily monitor the performance of promotions using key metrics. These insights allow them to understand what’s working well and continually adjust campaigns to achieve better results.
With this in mind, it’s crucial to measure the direct impact of campaigns on bookings and revenue generated. Our advanced tracking system allows hotels to accurately track bookings resulting from email campaigns, regardless of the device used by the customer to make the booking. Whether the booking is made immediately or with some delay, and whether it is made via a desktop, tablet or smartphone, all are correctly attributed to the corresponding campaign.
This detailed tracking ensures that hotels can not only assess the effectiveness of campaigns in terms of open rates and clicks, but can also accurately calculate the return on investment (ROI) by observing the turnover directly linked to each marketing action. This approach helps to optimise future campaigns by providing a complete picture of their effectiveness, ensuring that marketing efforts are not only well targeted but also truly profitable.
Tracking and analysing campaign performance
Tracking bookings generated
One of the major benefits of personalised promotional campaigns is the ability to accurately track the bookings generated. Experience CRM offers advanced analysis tools that allow hotels to track every booking resulting from a specific campaign. This helps to accurately attribute success to marketing efforts, allowing an objective assessment of each strategy implemented.
Sales analysis
By tracking the sales generated by campaigns, you can identify the best-performing promotions and adjust future offers accordingly. By providing a complete view of the financial performance of each campaign, Experience CRM helps hoteliers maximise their return on investment. This detailed analysis is crucial for optimising promotional strategies and better allocating marketing resources, ensuring a continuous improvement in financial results.
Conclusion
Personalised promotional campaigns offer hotels a golden opportunity to strengthen their relationship with their customers while optimising their marketing effectiveness. By understanding their preferences and tailoring offers accordingly, hotels can increase engagement, improve the customer experience and maximise ROI. Integrating these strategies into your marketing approach with the help of Experience CRM can transform the way you do business, putting you at the forefront of the hospitality industry when it comes to innovation and customer satisfaction.
