How a CDP Can Drive Revenue for Hotels and Resorts
Published by Ascent360 on
Aug 22, 2023 11:00:00 AM
Hotels and resorts cater to a diverse range of guests (vacationers, business travelers, families, etc.) with a diverse range of interests (spa goers, golfers, foodies, etc.); if your data is scattered across multiple systems, it can be nearly impossible to engage with them in a meaningful way.
With all the different amenities your property offers, and the numerous systems being used (i.e., PMS, Reservation & Booking, Food & Beverage, etc.) siloed data is a common issue. Luckily, there's a solution: a Customer Data Platform (CDP).
What is a CDP?
A CDP eliminates data siloes by cleansing and de-duping the data from your hospitality tech stack & unifying it into a single platform. Think of it as the lobby for all your guest data—it's the central location from which you work.
Most CDPs include a data hygiene engine that scrubs guest details (like email & physical address) to create what is called a Golden Record and ensure you have the most accurate and up to date information.
With a better view and understanding of your guests, their demographics, behavior, and interests, you can serve up a hyper-targeted marketing experience from start to finish (and even before they arrive).
Using a CDP also ensures that your business meets SPAM Law Authority standards based on country and domain, which includes if guests in your database have or have not explicitly consented to receive email, subscriber status, engagement level, and if you are following certain email deliverability best practices.
Think of it as the lobby for all your guest data—it's the central location from which you work.
The Power of Segmentation & Personalization
Guests of your hotel or resort are always looking for a unique “made for me” experience that doesn’t feel cookie cutter or one-size-fits-all. That’s what makes a stay more memorable for the guest and makes them more likely to come back. When all your guest data is cleansed and enriched within a CDP, you can use that information to create hyper-specific segments based on things like how guests have interacted with your property, if they are a new or retuning visitor and past purchases or bookings.
From there, you can send hyper-relevant campaigns to make their stay more enjoyable, from pre-arrival to post-departure. Some of the most impactful campaigns to consider sending include:
Pre-arrival campaigns to get them ready for their upcoming stay
Thank you/welcome emails with additional information (parking, things to do, etc.)
Upsell or cross-sell opportunities based on their most recent purchase
Post-visit surveys to learn where you can do better (& what you should continue doing)
These and other campaigns can be automated within the CDP, saving you time on the backend to focus on other areas of your hotel.
Synergy Across All Channels
While email marketing is one of the most effective ways to stay in front of your guests, it is just as important that you provide consistent, reliable interactions across all channels—whether that’s email, direct mail, text, or ads. Considering the wide range of guests that you serve, some will take more to direct mail campaigns, discounts, etc. while others will be much more inclined to engage via social media or email. Using the enriched data in your CDP, you are able to better understand them and their behaviors which empowers you to reach them where they are and provide a truly personalized, impactful experience.
Elevate the Guest Experience
The Ascent360 CDP makes it easy to send hyper-personalized campaigns to every type of guest, across various channels, and measure ROI so you can focus on elevating the guest experience, driving retention and increasing return visits. See for yourself—receive a custom demo using your existing guest data and discover the power of targeted, automated marketing.