|[Photo source : Wikimedia Commons]|
Jim Johnson, writing for AdWeek, segmented hotels into three categories - budget, midscale and luxury - to find out how hotels can employ big data to personalize digital content based on customer interests and personal preferences.
Big data reveal budget-conscious travelers prefer quick-serve restaurants which budget hotels can exploit by offering free breakfast or snacks. Since budget hotel patrons search for nearby warehouse or office supply stores, advertising onsite amenities such as business centers and mini-stores can solve last-minute requirements that add a thoughtful touch for the budget traveler.
Business travel research data indicate midscale hotel clients are interested in rental cars, dry cleaning and drinking establishments. To personalize the experience for business travelers, rental cars can be bundled with other transportation means to their conferences, while on-site tailoring or cleaning services can be marketed to business travelers. They should also be given the opportunity to socialize with other business travelers by giving them a free drink at the hotel bar or restaurant.
Midscale hotel customers can also be lured with family-oriented destinations, such as Universal Studios, Disney World, and Disneyland, in addition to vacation themes based around activities like beach trips, desert or mountain hikes. Other activities such as golf, biking, and boating can also be used in wooing midscale hotel clients.
Trips to exotic locations to commemorate milestones and occasions, such as honeymoons, can be used in pulling clients to luxury hotels. Since these customers are interested in healthy living and eating, it makes sense for luxury hotels to launch a marketing campaign that focuses on quality ingredients, customized menus, and onsite fitness options. Luxury hotel clients are influenced heavily by aesthetics, which can be exploited by adding local art, beer, and wine or music into their travel experience.