In today’s dynamic and fiercely competitive hospitality industry, Hyper Personalized Marketing for Hotels has emerged as a powerful tool to stand out. It helps you match guests’ expectations.

While you can’t read every customer’s mind, by leveraging the right data and technology, you can anticipate and possibly exceed the possibilities for them through hyper-personalization marketing.

To put it simply, hyper-personalized marketing for hotels involves delivering highly tailored and individualized experiences to customers and goes beyond traditional personalization techniques.

Sounds complicated? Let me break it down for you.

What is Hyper-Personalization Marketing & How Does it Work?

Hyper-personalization, just like personalized marketing, takes into account a wide range of customer data, such as demographics, past purchase behavior, browsing history, social media interactions, and other relevant information. 

Its function depends on tools, including customer relationship management (CRM) systems, data analytics, artificial intelligence (AI), machine learning, and automation. 

These enable companies to collect, analyze, and interpret vast amounts of customer data, identify patterns and preferences, and automate the delivery of personalized messages and offers. 

This data can be further used to gain insights into individual preferences, needs, and interests, resulting in highly targeted marketing campaigns and offers.

How Can Hotels Use Hyper-Personalization Marketing?

Just like every other business, the hospitality industry can make use of hyper-personalization marketing, and that too effortlessly because we have so much data lying around!

According to a study by McKinsey, 76% of customers will buy from a brand that personalizes their marketing communications and 78% will repeat their purchase. 

This means hyper-personalizing your campaigns has higher chance of success. 

Here’s an example to help you understand better—

A traveller, looking for a pet-friendly property on a weekend. He browses online, every day, at a particular time (between 12:30 to 1 PM) but is unable to make a decision.

This goes on for the next 3 to 4 days. You see a pattern and boom, that’s your opportunity for hyper-personalization marketing! 

If your hotel is set up with hyper-personalization apps, such algorithms help track and analyze your guests’ data and create custom campaigns such as pop-up messages or discounts.

But remember, you cannot send the same message or marketing campaign to all your visitors or potential customers. Frankly speaking, that will be a great waste of your time and resources. 

To do it correctly you can send message campaigns according to specific triggers set up on your CRM. 

8 Hyper-Personalized Audiences & Campaigns to Increase Your Revenue

You can choose automated campaigns for Hyper-personalized marketing at your hotel. Automated campaigns are now very easy to send through CRMs once you have cracked down your audience list. Let me show you how.

High vs. Low Spenders

The first set of your audience list is the high & low spenders. You can create it with the data based on the amount of money your visitors are spending on their stay. Based on it, you can evaluate and create two campaigns— one for high spenders and one for low spenders. 

For the high spenders, you can showcase expensive amenities like massage, spa, or sports activities, and for the low spenders, you can focus on essential services like room service, laundry, and so on.

Campaign

To start with the campaign, you first need to note down the amount of expenditure both audiences are willing to pay. Then figure out the services that fall under both budgets. Depending on it, create email or WhatsApp campaigns with special offers that will meet their budget and preferences. 

You can also curate special services depending on the audience visiting your hotel. For example, if you have a massage parlor then you can sell regular massages at Rs 1200/- and offer premium massage packages to the high spenders for Rs 2,500/-.

First-Timers vs. Returners

Your first set of audiences is quite different from each other. It is crucial that you find unique ways to impress them both as this will consolidate your future relationship with the guest. First-timers need to know everything about your property and what to expect as they are visiting you for the first time, and it is just the opposite with the returners. 

Not sounding relevant, eh? Well, it is. Hear me.

The guests returning to your property are already impressed with you because of the experience they had the first time when they stayed at your hotel. 

But that’s not the case for the first-timers. You need to prove yourself and satisfy them with your services. This is relevant for the campaigns you design for both these segments.

Campaign

For the first-timers, your campaign should portray all the necessary information they need to get around your hotel. This includes all the amenities you provide and services they can get at your property. You can share a video of your hotel that showcases what their stay looks like or maybe a tour guide.

But for the returners, as they have already stayed at your property, you don’t need to introduce your services or amenities. Instead, you can focus on optimizing the products that you know they liked during their previous stay. All you need to do is enhance their experience so that they stay impressed. 

Regulars

Regular guests are the ones who come to your hotel more frequently than others and know you better. Building strong relationships with regular guests is vital for long-term success. They know how your products and services are, what to expect, and how to move around your property. Regular guests mainly include business travelers who often come to your city for their office visits. 

Campaign:

To work on a campaign for your regular guests you need to set up how many times a guest needs to come back to call them as regular. Once you are clear on that, you can refer to the data on their previous stays and craft a campaign. 

You can surprise them with delightful experiences or make use of the data from their previous stay and focus on wooing them away with it.

For example, Mr. X came who visited your hotel earlier and liked your passion fruit martini. This time, when he checks in, you can offer the same mocktail as a welcome drink.

However, it’s always good to check on your guests with a sweet message asking about their whereabouts and adding a tailored discount. This will not only foster loyalty but will create an emotional bonding.

Families vs. Solo Travelers

Travellers have unique needs and preferences. By customizing campaigns for families and solo travellers, hotels can provide amenities, services, and experiences that cater to their specific requirements, enhancing overall satisfaction and loyalty.

The majority of family bookings typically include at least one child, and this often gives rise to distinct requirements throughout their stay. On the flip side, solo travelers tend to be more laid-back and less inclined to have such specific needs.

Campaign:

You can send summer camps or group activity campaigns to family guests as they will surely be interested in those. If you have caretakers at your property, you can use that as leverage and pen down a campaign saying adults can leave their kids without any worry and enjoy their stay. 

Additionally, you can offer a children’s meal package or rent-free swimming costume and accessories to kids.

While to solo travelers you can upsell your adventure services like rock-climbing, swimming pool, or gaming room. If you have an upcoming party at that time then you can send them an invitation to it. 

Short Stay vs. Long Stay

Hyperpersonalization marketing for hotels can also be used to target guests staying for short periods versus those staying for extended durations. A guest who is coming to your hotel only for the weekend will definitely not want the same experience as a guest who will be staying for 2 weeks. 

Short-stay guests will look for quick tours, adventurous things to do, and will mostly try to cover-it-all in that short span of time whereas long-stay guests will prefer laid-back activities and relaxation. 

Campaign

For your short-stay guests, you can offer early check-in or late check-out or give them a room upgrade package at a nominal cost. For long-stay guests, you can showcase campaigns like twice-a-day room service, discounted meal packages or complimentary breakfast. 

These are instances showcasing the distinct strategies required to enhance the experience for two vastly dissimilar guest types, enabling you to make the most of their stay.

Leisure vs. Business

The goal of someone travelling for business is completely different from those who travel for leisure. Leisure travellers basically travel to relax and have fun while those who travel for business are there to work. This clearly asks for completely two different campaigns according to the information provided by them. 

Business travelers try to keep their cost of travel low, as they want to achieve a greater return on their investment. On the other hand, leisure travellers are willing to pay given the services you offer and they opt to meet their expectations. This makes business travellers less price-sensitive and leisure travellers a bit more price sensitive. 

Campaign

You can send a personalized email or WhatsApp campaign that shows you have a dedicated co-working space, cubicle, or free wifi throughout the day to the guest travelling for work. If you have a meeting room or conference hall, you can market that too. 

Or maybe you can offer meal packages for their whole stay so that they don’t need to worry about the food. After-work relaxation like spa or yoga can also be campaigned to the business travellers.

Leisure travellers can be reached by campaigning various adventurous offers like tours, sightseeing, pool activities, and gaming rooms. If they are travelling with their pets then offer pet-friendly services.

Loyalty Programs

Loyalty programs play a crucial role in guest retention. It means you give some of your guests special access to certain offers and discounts that others don’t get. And to reach out to maximum guests it is important that you communicate it through your campaign.

Campaign

Loyalty programs have endless possibilities. You can offer rewards in the form of points that can be added to their wallet (virtual) during their stay and deducted from their bill on their next stay. Another popular loyalty program is room upgradation. 

If your guests have booked a double room with you, you can offer them a room upgradation with a nominal charge or if possible, free of cost. Airport shuttles, cab service, early check-in & out, POS discounts, scratch cards, and spin the wheel are some other examples that you can include in your Loyalty programs. 

OTA Bookers vs. Walk-in Guests

The last segment of this guest list is the ones who booked through OTAs or your website vs. the ones who just walked in. With this information, you will have access to their data, especially the ones who booked through your website. 

While the online bookers must have researched a lot and ended up choosing your property among your competitors, the walk-in guests simply chose your property after travelling to their destination. 

They could have either looked you up on Google and chose you based on their budget or through the suggestion of locals or simply through word-of-mouth marketing.

Campaign

Reach out to guests arriving from online travel agencies (OTAs) with a campaign introducing them to the essential facilities and services offered at your hotel, which might not have been accessible through the OTA platform. Following their stay, when presenting them with a return offer, highlight the advantages of making reservations directly through your hotel. Include a link to the booking page to facilitate direct bookings. 

Likewise, when it comes to walk-in guests, you have the opportunity to capture their information and implement tailored marketing campaigns. Encourage them to make their future bookings directly through your website for their upcoming trips. With a well-implemented CRM system and access to guest data, the possibilities for creative campaigns are endless.