Seventy percent of consumers expect more personalized services from brands. But until recently, the concept of true personalization in the hospitality industry was a pipe dream. Here’s an example: Recently, my colleague checked into a hotel where she had stayed twice before. The front desk agent warmly welcomed her. After confirming the details of the reservation, the agent asked, “Have you stayed with us before?” Naturally, my colleague was taken aback. Not only had she [...]

Closed-loop reporting is one of the most powerful tools that hotel marketers have at their disposal. Not only does it allow marketers to demonstrate their work's value to their organizations, but it also enables them to improve their marketing. What is closed-loop marketing? First, let's clarify what closed-loop marketing is. Closed-loop marketing is marketing that relies and on data and insights from closed-loop reporting. “Closing the loop” in terms of hospitality operations just means that [...]

You've probably heard of the K.I.S.S. rule - Keep It Simple, Silly. All too often, hotel marketers make things way too complicated. Marketers often force potential subscribers and loyal guests to jump through too many hoops, all to get them to access information and offers they desperately want guests to consume. But, it's becoming increasingly important to collect as much data about your guests as possible. So, how should hotel marketers get guests to opt-in [...]