It’s all about connection in marketing and building a brand these days. When the brand connects in personalized ways with their customers, the likelihood of repeat business with that buyer group increases by as much as 65% according to a recent Accenture newsroom survey. The trick is how to help your target customer feel that way about your product or service.
We live in a Big Data world, where our preferences are logged and stored, but accessing the right information and using it effectively requires research and effort, in part because there is so much information available.
For those in the travel and hospitality industries, pertinent data includes patterns of behavior, places traveled, level of service experienced, price ranges they usually pay, how often they travel, and more. Connect all of those details along with demographics, online patterns, and affiliations and it becomes easier to see what type of offers and connections fit particular customers and will grab their attention.
Using those finding, Kimpton’s does promotional emails that have fared very well with their customers for increased business. Kimpton tracks the information and then engages customers with personalized emails showing surprise benefits and amenities that meet the criteria for those customers. If a customer loves high-end spa vacations, then receiving an email about a new location opening in a beautiful locale with special grand-opening treats could be just the incentive for an immediate booking.
Alternatively, adventure junkies might receive an email with information about global travel in unexpected places offering unique and tailored experiences for that customer to choose from a menu of possibilities. However, if you don’t know the habits and patterns, the best you’ll do is a generic list of travel opportunities. Which is likely to get the best results?
PR Insights & Public Relations Strategy
By Editorial Team3 min read
Using Customer Info to Better Market a Travel Brand
By Editorial Team3 min read
It’s all about connection in marketing and building a brand these days. When the brand connects in personalized ways with their customers, the likelihood of repeat business with that buyer group increases by as much as 65% according to a recent Accenture newsroom survey. The trick is how to help your target customer feel that way about your product or service.
We live in a Big Data world, where our preferences are logged and stored, but accessing the right information and using it effectively requires research and effort, in part because there is so much information available.
For those in the travel and hospitality industries, pertinent data includes patterns of behavior, places traveled, level of service experienced, price ranges they usually pay, how often they travel, and more. Connect all of those details along with demographics, online patterns, and affiliations and it becomes easier to see what type of offers and connections fit particular customers and will grab their attention.
Using those finding, Kimpton’s does promotional emails that have fared very well with their customers for increased business. Kimpton tracks the information and then engages customers with personalized emails showing surprise benefits and amenities that meet the criteria for those customers. If a customer loves high-end spa vacations, then receiving an email about a new location opening in a beautiful locale with special grand-opening treats could be just the incentive for an immediate booking.
Alternatively, adventure junkies might receive an email with information about global travel in unexpected places offering unique and tailored experiences for that customer to choose from a menu of possibilities. However, if you don’t know the habits and patterns, the best you’ll do is a generic list of travel opportunities. Which is likely to get the best results?
Written by
Editorial Team
The Everything-PR Editorial Team produces reporting, research, and analysis across thirty verticals — communications, reputation, AI visibility, public affairs, media systems, and digital discovery in the answer-engine era. Publishing since 2009.
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