The article below is from HotelMarketing.com, but I see it as a call to action for Printers & Service Providers with hospitality clients or Agencies with such clients to get in this game NOW if you arent already there.
Having worked for many years in Agencies with casino’s, hotels, resorts and destinations as clients, I can tell you that they relied upon us a great deal for bringing “new” things to the table. The client side marketing person isnt always a “marketing” person, if you know what I mean. We helped them look good, and they counted on us to continue doing so which of course translates into happy client/keep account.
For my part, I rely upon my vendors to keep me up to date on new technologies, method’s and processes especially surrounding VDP and all things direct mail related, including the always changing postal regulations and postage rates. I also make sure my clients are aware not only of the various personalization options out there, but the TREND. No one wants to be at the tail-end of a trend – especially when you are dealing with travel and tourism.
Do a little research, make a few calls and see where your hospitality contacts are at. Dont have personalization services – partner with someone who does! Dont forget – it’s always tourist season (and happy hour) somewhere!
Personalization Becoming A Reality Across The Hospitality Industry
The hospitality industry is changing rapidly. Customers are changing, technology is changing, markets are changing. So, where should you focus your attention? Each year Market Metrix evaluates industry best practices and publishes “Hospitality Trends and Opportunities.” In this year”s report, one important trend is the focus on “Personalization” and how it is impacting customer engagement and loyalty for some hospitality companies.
From one–to–one marketing to customized hotel experiences, personalization is becoming a reality across the hospitality industry. Here are several areas where the power of personalization is now available.
For years companies have relied on mass marketing (one size fits all) or traditional approaches, such as RFM (based on customers” Recency, Frequency, and Monetary value), to communicate and sell to their customers and prospects. Now, with new technology available more firms are collecting customer likes, dislikes, and preferences, brands are obtaining the deep level of customer intelligence needed to deliver relevant, customized promotions. For example, casino customers are more likely to visit when they receive offers that are geared towards their likes and dislikes. Why give a buffet to a steakhouse customer, slot credits to a table games player, or a free night in the hotel when they live five minutes away? This type of promotion represents customer–centric marketing at the most granular level.
Gamification (offering rewards and incentives to drive behavior) also provides companies with information about individual customers that can inform targeted marketing efforts. By tracking the online activities of people who sign up for such programs, companies can amass detailed metrics about each user — the better to identify the most active customers.
More hospitality websites are using “cookies” to help personalize the online experience, such as recognizing your name when you revisit and displaying customized offers and promotions. One compelling new feature of Four Season”s new website (which cost a whopping $18 million!) is custom guest profiling. This will allow Four Seasons to deliver dynamic, custom website content to each individual guest who visits the site.