The hospitality industry is highly competitive, with more than 187,000 hotels in the world.
With so many options, it can be challenging for hotels to stand out to a potential client. This is when unique and differentiating hotel marketing approaches such as personalization can help. As the word suggests, personalization includes tailoring your communication and experiences to meet the specific needs of a client, instead of a generalized approach.

A study by Epsilon showed that 80% of people are inclined to purchase from a company that offers personalized experiences. Hotels can also leverage engaging personalized experiences, such as personalized proposal videos, to attract more individual and corporate event-planning clients.

The Power of Personalization in Hotel Sales and Marketing

This blog discusses in detail the benefits of personalization in hotel sales and marketing, its relationship with customer data, and the ways it can be applied to different hotel marketing collaterals.

Benefits of Personalization in Hotel Sales

According to Angela Ahrendts, former SVP of Retail at Apple, “Personalization is the key to cutting through the noise and making a meaningful connection with customers.”

Personalization can lead to multiple tangible results for your hotel sales. Here are a few of them:

Enhanced Guest Experience Marketing

An easy example is this when your guests enter your hotel for the first time, they get greeted by their names and are served their favorite beverages. This is the kind of attention that increases the customer loyalty in hospitality. A report suggests that 52% of clients might change their preferences if they do not receive personalized experiences from their current ones.

Increase in Hotel Sales

Companies that use personalization in their hotel marketing are known to increase their revenue by 40% than the ones that do not leverage personalization. Personalization can also enable hotels to convert 56% of their customers into repeat clients because they feel more understood by a customized experience.

Higher Conversion Rates

Personalization can not only improve guest loyalty and sales but also contribute to the success of your hotel marketing efforts. Hotel marketing campaigns that are personalized, such as targeted emails, can lead to six times higher transaction rates than generic ones.

CRM Data and its Role in Personalization

When it comes to implementing personalization tactics for a hotel, technology is crucial. Customer Relationship Management (CRM) is one such software that can do wonders for hotel sales and marketing. CRM software centralizes guest data from different sources and creates a detailed entry of each guest and potential customer, along with their contact details, stay history, and preferences.

The CRM also helps automate personalized interactions, collect feedback, and answer common queries. CRM data is instrumental in the complete customer journey—from brand discovery and booking to the actual stay and feedback.

Ways Hotels Can Add Personalization in Hotel Marketing

Using the CRM data, personalization can be incorporated into many hotel marketing collaterals, helping boost hotel sales. Here are a few ways to do it:

Personalized Website Experience

Besides general information on your website, you can use CRM data to show customized information to different viewers based on their past visits to the website. Dynamic website will allow you to show personalized offers and content, based on specific customer preferences.

Personalized Social Media Ads

Most social media platforms allow brands to execute targeted ad campaigns. Through these ad campaigns, you can segment similar clients and send them offers and rewards that align with their preferences.
While organic social media content can help with brand discovery, personalized ads are known to contribute directly to sales. Targeted social media ads can boost bookings by 47% during promotional periods.

Personalized Emails

Besides generic emails, you can use CRM data to send targeted emails that make the client feel exclusive and understood better. Targeted emails such as birthday greetings and special offers based on past stays can help increase repeat bookings.

Personalized On-site Amenities

Once the guests arrive on site, personalization is an indispensable part of good guest experience marketing. From accessibility features to food customizations, on-site personalization can turn a good experience into a better one.

Many well-known hotel chains, such as Four Seasons Hotels & Resorts, use data analytics to personalize guest experience marketing by offering customized food options and well-being services based on customer preferences.

Event-Focused Personalization

Event planning clients have more requirements than individual clients, with budget constraints and attendee customizations as the deciding factors. Showcase how your venue can adapt to various types of events or budgets. A customized video tour of available spaces and décor options helps planners see how seamlessly their event can come together. You can send these videos through email to increase the chances of direct bookings and website visits.

Also Read: Create & Send Personalized Video Emails Directly within HubSpot with Hippo Video

You can also leverage CRM data to personalize on-site amenities and services to cater to individual preferences. Regardless of the number of attendees, personalization can help these clients plan large-scale events with ease.

Personalized Videos and Tours

Videos are one of the most engaging forms of content in hotel marketing. According to a study, videos can increase hotel booking chances by 67%. Add a layer of personalization to these videos, and this number is bound to go up! Here’s how you can use personalized videos and tours to improve your guest experience marketing:

Personalized Video Greetings: A quick welcome video sent right after booking, or even playing upon arrival, helps guests feel recognized and valued from the start. These video greetings should play a role in improving your guest experience marketing.
Tailored Tours & Explanations: Walk guests through the exact room and amenities they’ll enjoy, addressing their specific needs. You can also use 3D avatars in these videos to make them feel more personal and engaging.
Post-Stay Follow-Up: Send a short, heartfelt thank-you video message, inviting feedback and maintaining a personal connection that encourages clients to return.
24/7 AI Video Bot: Provide round-the-clock assistance for everything from check-in inquiries to restaurant recommendations, ensuring guests feel supported at all times.

While generic videos can be easy to make, personalizing them for each client can be a challenge. This is where AI-powered video tools like Hippo Video come to the rescue.

Automate Personalized Proposal Videos Easily with Hippo Video

Personalization is no longer just a choice for hotel businesses. To stay ahead of the competition and deliver a unique experience to clients, you can consider incorporating personalized virtual hotel tour videos and proposals in your hotel marketing strategy. You can automate these personalized video tours with Hippo Video to showcase your hotel’s capacity, facilities, and amenities to clients

To share engaging and visually appealing personalized videos easily with your potential clients, partner with Hippo Video. Experience the power of AI and dynamic 3D avatars in your personalized videos and proposals for both individual and corporate event-planning clients.

Create a free account with Hippo Video to take your hotel sales and marketing to the next level!

FAQs:

How important is personalization in hotel sales?

With increasing competition in the hospitality industry, hotels need to grab the attention of potential clients. Personalization can help boost hotel sales by connecting with the clients on an individual level and offering them customization that addresses their individual needs.

Can personalized virtual hotel tours affect conversion rates?

Golf Hotel Vicenza experienced 58% more inquiries and 37% more bookings after adding personalized virtual tours on its website. Some other studies have shown an increase in bookings by 20% through immersive virtual tours.

Can personalization affect guest loyalty and retention?

Personalization increases brand loyalty and retention by offering customized experiences to clients. Some hotels have been known to retain up to 56% of their guests because they use personalized hotel marketing strategies.

Which tools can help hotels implement personalized marketing?

CRM systems and AI-powered tools can help hotels collect and analyze guest data. These tools can also help automate personalized communication and offer tailored services throughout the consumer journey.

What parameters can measure the success of personalized hotel marketing?

You can get performance insights from CRM analytics to measure the success of your hotel marketing. Other metrics such as satisfaction scores, number of repeat bookings, and customer retention rates can also help measure the performance of your personalized hotel marketing.