For strategies and tactics on how to improve website and booking engine conversions, download the Personalisation and Direct Bookings Playbook.
Launch targeted, personal marketing campaigns to capture demand
Let data guide your decision-making process. Once you’ve analysed the information available to you to understand hotel performance along with who’s travelling and when, it’s time to plan a successful marketing campaign.
Keep key dates, such as the Platinum Jubilee in mind when developing messaging and promotions to stand out from your competitive set. Can you offer a discounted afternoon tea for those staying the week of the Jubilee? Perhaps you can partner with a local bar for exclusive table bookings to watch the Jubilee on TV or have a Royal-themed giveaway for anyone staying around that time.
Whether it’s a rate discount, package promotion, or digital advertisement, think outside the box to offer personalised experiences at every stage of the guest journey to deliver more value. Here are some examples:
- Shopping – Attract new guests by merchandising targeted offers and enhancements across distribution channels.
Examples: 10% off your first stay. Free parking for the Jubilee weekend.
- Booking – Recognise returning guests and deliver targeted services, enhancements, and upsells on your website and in the booking flow, based on centralised guest data.
Examples: 50% off Sunday roasts for the Jubilee weekend. Free Heathrow airport transfer with a 3-night minimum stay.
- Pre-Stay – Engage booked guests with additional personalisation and enhancement opportunities in pre-stay communications.
Examples: Platinum Jubilee package – celebrate like royalty from just £79. 20% off Jubilee themed menu for the whole weekend.
- On-Property – Make the on-property experience shine with proactive service delivery, surprise and delight tactics, and more.
Examples: Small Jubilee gifts in rooms. Free upgrade for returning guests. Complimentary dessert.
- Post-Stay – Keep guests engaged with your brand, position other properties in your portfolio, recognise and reward guests, and establish lasting relationships.
Examples: Happy Birthday, enjoy 20% off your next stay. An anniversary package just for you.
Once a guest has stayed with you, that person has the potential to become a lifelong customer. Hoteliers should put in every effort after a guest leaves the property to encourage them to want to return. Be sure to send a post-stay survey, invite them to join a loyalty program with members-only benefits, or use an online portal to collect their preferences to offer a more tailored stay in the future.
A Guest Management Solution (GMS) can help maximise the value of guest data to continuously drive revenue and engagement. Competition for guests is more intense than ever as the industry recovers.
Technology is key in a post-pandemic world
As restrictions loosen and more travellers take to the road and skies, hoteliers should be laser focused on delivering the types of memorable stays that have been sorely missed. The Queen’s Platinum Jubilee is one reason to celebrate, now give guests a reason to happily return. Amadeus provides hoteliers with the tools needed to do so, from driving demand to providing a positive on-property experience.
Amadeus Demand Generation is the only technology suite of its kind serving the hospitality industry. Comprised of five solutions, Business Intelligence, Media, iHotelier Booking Engine, Web and GMS, it has everything hoteliers need to inspire, convert, and retain the most profitable audiences on the highest-margin channels. Contact us to learn more.