Dynamic Content Personalization Boosts Hotel Website Conversions
By Sara O'Brien Associate Director of Marketing, HeBS Digital | January 17, 2016
Dynamic Content Personalization for hotels includes delivering unique and relevant textual, visual, and promotional content based on a variety of things: demographics, location, how the visitor is navigating the website, their past booking history, reward program affiliation, and type of customer (leisure, business, family, meeting / event planner, etc.).
Today, most hotels still operate in a one-size-fits-all approach and serve the same version of the website to the visitor, regardless of what we know about them. However, we don't just have visitors anymore, we have unique personas with a unique profile or virtual biography.
Now we can tap into that data and deliver relevant content when visitors arrive to the website, allowing us to engage with our visitors and maximize revenues via the property website like never before.
Companies that are personalizing content, promotions and user experiences on their websites are reporting uplifts in E-commerce sales as high as forty percent.
OTAs have been bragging about their Big Data - gigantic amounts of data about their website users and user browsing and purchasing behavior. At the same time the OTAs have relatively "small data" about hotel guest on-property behavior, such as stay preferences, dining and activity purchasing habits while on property. This is a huge advantage hoteliers have yet to effectively exploit.
Dynamic Content Personalization is definitely one of the smart tools hoteliers must employ to shift market share away from the OTAs. The strategy of delivering content that is unique and relevant to site visitors is not only pioneering but will give the hotel a competitive edge in this very competitive marketplace.
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