Customer data worth more than ever

According to studies by Circle Research, the use of data on the client in an advertising campaign increases its effectiveness two times. As a result, the continuous growth in the popularity of using information on the recipient also in the hotels' marketing communication should not be surprising, this is happening and will be happening in 2016.

Detailed sets of data on the users' behavior as well as their interests, needs or purchase intentions make it possible to, e.g. precisely direct messages with the offer matching the recipient and optimize the conversion in the booking engine which is finally reflected in the improvement in the effectiveness of marketing campaigns. Hotels with completed guest profiles or a database of recipients divided into segments obtain greater possibilities to build the client's attachment to the brand and conduct effective communication. Knowledge about guests is thus a source of competitive advantage and, first of all, value that each hotel manager should appreciate. Having information on the client is not sufficient, it is also necessary to use it actively. This is still a significant challenge for the majority of hotel managers. The value of information on guests has been noticed for a long time by the largest players in the industry that devote a great deal of attention to collecting data and using it in the future. We may see this, e.g. after watching any offer at Booking.com, Travelist or at websites of larger travel agencies. These entities use the potential of information on guests as best as possible (remarketing, mailing, dynamic content). All hotel managers that choose direct sales should also start using this information.

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