Present and future of online hotel marketing
By leveraging data generated from past interactions to better understand their guests, hoteliers can use this intimate intelligence to connect with customers and their preferences at key moments in the search and booking process. These are the coming trends in hotel marketing, according to a study by PSFK, in collaboration with Sabre Hospitality Solutions.
Hotels are called to differentiate themselves, not only online but also on social networks, mobile apps and aggregated websites.
Social World
Image recognition, location information and user data present the opportunity to turn the physical world into a highly contextualized and interactive medium. These technologies can not only help connect with travelers wherever they are, but provide relevant information when they need it most.
-Contextualized information
Technologies convey key information to travelers on a day-to-day basis to personalize the search and purchase processes. Whether providing discount information or using situational factors, such as location, weather or time of day, to present a personalized proposition, these solutions provide an additional layer of relevance.
-From Anywhere
Platforms are integrating the pre-information stage with the purchase intent stage across a wide variety of channels. This allows travelers to immediately purchase travel services wherever they find them, directly on social media, such as on websites or by allowing them to complete the transaction offline or through static means.
-Synchronize preferences
Consumers use multiple devices and need to move seamlessly from one to another to pick up where they left off. That's why suppliers are facilitating this process to build loyalty.
-Try-before-you-go
Digital technologies offer consumers a virtual experience of a service or location before they go, which reinforces their choice and conveys confidence.
INTELLIGENCE ÍNTIME
Additional insights can help make travel as smooth as possible. Services tailored to known preferences as well as added destination knowledge can make stress-free travel a real experience.
The adventure itself
More advanced providers are developing tools to enable consumers to customize their experiences, tailoring them to their particular situation or needs.
-Planning with a local
Social networking apps are leveraging information such as location and personal preferences to help travelers forge local connections and access tips for a more authentic and valuable experience.
INSTANT & NEO SERVICE
In today's always-on culture, instant services are king. Travelers want to be able to plan, ask for help and book their tickets the moment they need them.
-Connect with the concierge
Digital technologies allow guests to easily contact staff members on a wide variety of platforms, both inside and outside the hotel. By offering a personalized response to their questions, these services add a human touch to the booking and travel experience.
-Overbooking
On-demand applications are simplifying the search and booking process for last-minute accommodations, making it easier for travelers to manage their itineraries even when they're already on the road.
-One-click
The platforms one-stop shop are streamlining the planning and purchasing processes by housing a complete set of ‘consumer friendly’ travel tools within a single interface.