A hotel has a large amount of guest data stored in its customer relationship management (CRM) system. This data is already available. If you use it for online marketing, you can target guests and increase reservations.
Information about guests and their booking behavior can be used to filter the guest database and create small segments. The more homogeneous the target group, the better the messages can be formulated and the channels selected. Even the simple distinction between summer and winter guests means that they receive content of interest to them at the right time, such as offers (early summer dream vs. Advent special) and activities (hiking tips vs. Christmas markets in the region).
But there are many more ways to use and combine reservation data. Filtering in CRM programs like ADDITIVE+ CRM is easy and can be done without much effort. This gives every hotel the opportunity to conduct modern, data-driven online marketing and significantly increase its success. The following seven reservation data with practical use cases show how data-based action planning can be implemented in online marketing.
For example, new guests will enjoy receiving a welcome email introducing the hosts and the hotel. Regular guests can be promoted during the regular guest weeks. Targeting inactive guests is especially effective. As soon as they are made aware of the hotel again, their vacation memories come back and they often book another stay.
If you know your guests' average booking time, you know how far in advance to advertise a low occupancy period.
Example calculation for increasing occupancy between Carnival and Easter:
By taking all this reservation data into account and adapting online marketing accordingly, hotels can achieve higher conversion rates and more data-driven reservations. The result is happy guests who feel truly understood and catered to according to their needs and preferences.
Information about guests and their booking behavior can be used to filter the guest database and create small segments. The more homogeneous the target group, the better the messages can be formulated and the channels selected. Even the simple distinction between summer and winter guests means that they receive content of interest to them at the right time, such as offers (early summer dream vs. Advent special) and activities (hiking tips vs. Christmas markets in the region).
But there are many more ways to use and combine reservation data. Filtering in CRM programs like ADDITIVE+ CRM is easy and can be done without much effort. This gives every hotel the opportunity to conduct modern, data-driven online marketing and significantly increase its success. The following seven reservation data with practical use cases show how data-based action planning can be implemented in online marketing.
The first four filter options are assigned to the generic term of the target group
1. Travel Groups
The number and constellation of people traveling together has a significant impact on the information needs and (booking) behavior of guests. Families, Couples, Singles, and Groups are the classic ways to differentiate between traveling groups. Instead of sending the same message to everyone, it makes sense to differentiate according to the travel group. For example, families might receive information about childcare and the best destinations for excursions with children, while couples might feel particularly addressed by wellness offers for two. The better the content is tailored to the guest's situation and needs, the more likely they are to book a vacation at the hotel.2. Loyalty Level
In CRM, it is easy to select the frequency of reservations already made. In this way, guests can be divided into- New guests, who have booked but not yet stayed at the hotel
- Returning guests, who have stayed at the hotel before
- Inactive guests, who have not stayed at the hotel for some time
- Regular guests, who have been coming to the hotel for years
For example, new guests will enjoy receiving a welcome email introducing the hosts and the hotel. Regular guests can be promoted during the regular guest weeks. Targeting inactive guests is especially effective. As soon as they are made aware of the hotel again, their vacation memories come back and they often book another stay.
3. Interests
The interests of the guests are an obvious criterion for the subdivision of the target group. However, in practice this criterion is used far too seldom. Guests can be automatically asked about their preferences, such as hiking, culinary delights, wine, etc., using the ADDITIVE+ CONTENT application. The information is then stored directly in the CRM. Hotels that take these personal preferences into account when communicating with their guests stand out from the crowd and make a more personalized impression. The bottom line: Filtering can be done with a few clicks and does not require much effort, just like any other data. In addition to personal data, booking-relevant key figures are useful to manage a hotel's online marketing and thus achieve maximum success.5. Actual Demand
Another metric that affects a hotel's online marketing is market demand. This can be measured by the number of inquiries received. It is important to consider both the current demand trend and seasonal fluctuations. Keeping both in mind and taking them into account when planning online marketing activities offers two enormous advantages:- For the periods when there are too few inquiries and the hotel still has capacity, the advertising activities are intensified. As a result, the hotel's beds are filled in a very targeted manner.
- The budget is also adjusted according to demand. This means that money is not spent unnecessarily during periods that are already well utilized, but only when it is needed - and then to a greater extent. This variable budget control results in a measurably higher ROAS.
6. Occupancy rate
In addition to the number of inquiries, the occupancy rate is a key performance indicator for the implementation of data-driven marketing. Again, it is important to remember that advertising is generally not done for the current period (except for last-minute offers, for example), but is delayed until the actual stay takes place. When planning marketing activities, this must be taken into account.7. Booking Lead Time
The Booking Lead Time is the average number of days between reservation and arrival. This number can be filtered in CRM and is particularly useful for two use cases:If you know your guests' average booking time, you know how far in advance to advertise a low occupancy period.
Example calculation for increasing occupancy between Carnival and Easter:
- Booking lead time (100 days) + time from first contact to booking (45 days) = 145 days.→ The request is made 145 days before the low occupancy period, which means that the budget for promoting the period between Carnival and Easter is increased in mid-October→ The request is made 145 days before the low occupancy period, which means that the budget for promoting the period between Carnival and Easter is increased in mid-October.
- In addition to the average booking duration of all guests, it is also of interest to subdivide the guests by their booking habits. For example, if there is a short-term gap in the booking schedule, it makes sense to contact those guests who are already very spontaneous in their vacation planning and have a history of making last-minute bookings. This circumstance can be included in the communication and thus addressed in a targeted and supposedly personal manner.
By taking all this reservation data into account and adapting online marketing accordingly, hotels can achieve higher conversion rates and more data-driven reservations. The result is happy guests who feel truly understood and catered to according to their needs and preferences.
