The data is clear: If you're not segmenting your guest database and sending targeted emails rather than generic blast emails, your marketing is much less effective than it could be. Of the hotels that do send targeted emails, most base their segmentation on available fields in their CRM, their guests' purchase history, or other digital behaviors identified within their business. Those with marketing automation tools may also base their segmentation on a particular system, like [...]

An interview with David Chestler at SiteMinderThe hospitality landscape is rapidly changing. With new distribution channels opening up, hotel management has become more complex for hotels. To get the latest on recent developments, we had the pleasure of speaking with David Chestler from SiteMinder. David is a hospitality industry veteran who has previously worked at companies like Pegasus Solutions and RateGain and he has been on the front lines of the industry’s evolution.David, you’ve been [...]

How small things can still make a big difference: Why guests should take center stage in a rapidly changing and highly competitive business environment This is an analysis originally published on Tnooz by Anna de Visser-Amundson (senior lecturer and research fellow at Hotelschool The Hague) and Thomas Landen (head of marketing in EMEA at Revinate). Many hotels are challenged to meet short-term targets whilst having to formulate strategic priorities in a highly competitive business environment. [...]

This article was republished with permission from trivago. As I’m writing this, Pokémon GO is being downloaded in the UK faster than you can say “Bob’s your uncle.” Chances are pretty good that by the time you start reading this, your street is enjoying an increase in foot traffic. Not because it’s summer, but because there’s something bringing people (and their cell phones) together, and luring them all out into the streets. Not sure what [...]

The first step for hotels is to capture their guest data to start building profiles of each guest. The second step is to create automated and personalized communications at different touch-points throughout the “guest journey”. The third step is for each staff member to have access to all available information about their guests at their disposal. There are at least six types of guest data that a hotel can use to improve the guest experience: [...]

The travel industry is changing. The lower costs of travel combined with the ease of booking online has created more business for the industry than ever. In 2014, Google conducted a study of leisure and business travelers that provided great insight into how potential guests conduct their travel planning online. A website that works well and ranks high in search engines is no longer optional. With new players in the industry like Airbnb competing for [...]