Digital Marketing: How Personalization and Customer Experience Will Drive the Next Wave
By Robert Gilbert President & CEO, Hospitality Sales & Marketing Association Int. (HSMAI) | June 07, 2015
"It's hard, and it's not going to get any easier." That's how Gary Leopold, president of ISM/CP, phrased his takeaway from HSMAI's Digital Marketing Strategy Conference, where nearly 300 hospitality digital marketing executives met in New York.
But we all know with challenges come opportunities, and the hospitality industry is focused on taking advantage of the opportunity to connect and engage with today's traveler. Much of the discussion at the conference focused on harnessing information about potential guests and long-time clients and using that to tailor each online experience to them, truly talking to them on an individual basis and delivering the services that they want.
Eighty-nine percent of companies believe that customer experiences will be the primary basis for competition in the future, according to a Gartner study, and a Forrester report showed that companies rated as "Customer Experience Leaders" were outperforming the market by 93 percent.
With the continued development of new technologies and the ability to collect all kinds of data, travelers are now expecting things to happen in real time and be highly personalized just for them.
Personalization for One
The idea of segmentation is more and more becoming a segmentation of one. As an industry, we are customizing our experience for one person and thinking about what that one person wants or needs.
The Hotel Business Review articles are free to read on a weekly basis, but you must purchase a subscription to access
our library archives. We have more than 5000 best practice articles on hotel management and operations, so our
knowledge bank is an excellent investment! Subscribe today and access the articles in our archives.