Product Spotlight: Content Personalization Engine 2.0

The Problem

According to a recent study by Epsilon, 80% of consumers are
more likely to complete a purchase when brands offer personalized
experiences. Consumers are more curious, more impatient, and demand
more personalized results now more than ever before. They expect
tailored experiences, and they expect brands to know their intent
as soon as they arrive on the website.

The Solution: Content Personalization Engine 2.0

Your website has all of the key content guests need –
information about rooms, special offers, amenities, on-site dining,
and nearby activities in the destination. Help users at every stage
along the customer travel journey to find the content they are
looking for by creating a dynamic user experience that delivers
personalized content to various segments of your audience. With 64
targeting metrics, hotels can harness the power of user data to
serve strategic content to the right customer, in the right place,
at the right time – all with the goal of generating more revenue
for your property.

The Guest

Because of the large amount of targeting metrics available with
Content Personalization Engine 2.0, the ideal guest can vary
depending on your property’s specific business needs. Hotels can
target families, solo travelers, millennials, travelers in the
dreaming phase, travelers closer to the bookings phase, and so on.
The guest you are targeting should be well thought out with
personas created in order to zero in on their specific likes,
dislikes, and behaviors.

 

The Benefits

  • Creates a dynamic website experience.
    • By delivering personalized messaging and content, no two users
      will have the same experience on the hotel website.
  • Builds brand loyalty with customers.
    • When visitors have an enjoyable website experience and find
      exactly what they are looking for, it will create a stronger
      relationship between them and your brand.
  • Boosts conversion rates and bookings.
    • Serve content that guides the user through the website from
      initial engagement towards the completion of a booking.

Let’s See an Example

A resort property that receives a number of repeat visitors each
year noticed their ADR index on their STR report is low. In an
effort to boost ADR, they want to personalize elements of their
website to encourage more suite bookings.

Before building their audience, they first identified their
target market: wealthy guests from fly-in destinations that have
previously stayed or visited the hotel website. Taking the audience
into consideration, the property utilized the components below,
using different strategies throughout the travel planning
journey.

The Dreaming Phase

  1. Referral Type: Messaging shown to users have been to the
    website before and are a possible past guest.
  2. Completed a Booking: Messaging is shown to guests that do not
    have a future reservation.
  3. Geo: Fly-in travelers are more likely to be traveling from
    farther away and often take longer vacations.
  4. Median HHI:  Above $100,000.

The Dreaming Phase Content Strategy: Although this guest has
visited your site before, they are still undecided on a destination
for their upcoming trip.  Help capture their imagination by
showing destination imagery, activities, and on-site luxury
amenities.

The Planning Phase

  • Build on top of the existing audience and add in:
    1. Initiated a Booking: Users are looking to stay for more than
      three days.
    2. Has Visited: Messaging is shown to visitors who have come to
      either your suite or dining page.

The Planning Phase Content Strategy: Now that they have been
inspired and are actively planning their trip, they are looking for
the right hotel and accommodations. Show them your specialty suite
offers for long-term stays.

The Booking Phase

  • Build on top of the existing audience and add in:
    1. Time Across Sessions: Users who are on the website for more
      than 10 minutes are highly interested in booking.
    2. Device Type: Users are on a mobile device.

The Booking Phase Content Strategy: The guest has done their
research, narrowed down their choices and is ready to book. Ensure
your guest knows they are receiving the best rate by showcasing
book direct messaging, mobile-friendly hotel imagery, and clear
calls to action to book.

Visit
our website
for more information on Content Personalization
Engine 2.0.

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Source: FS – All – Hotels – News
Product Spotlight: Content Personalization Engine 2.0