In a recent webinar, Ascent360 CEO, Scott Buelter was joined by four marketing leaders from Pacific Group Resorts, Inc. (PGRI) and affiliated resorts Mt. Washington, Jay Peak, Wisp and Wintergreen. As part of the discussion, they shared the importance and immense potential of data-driven marketing in the hospitality industry & provided valuable insights into how they've maximized the effectiveness of their marketing, both on the conglomerate and individual resort level, by harnessing the power of their guest data.
Harnessing First-Party Data
The significance of first-party data in today's marketing landscape can't be understated. Forward-thinking brands are seamlessly integrating and infusing data from various source systems like their Property Management Systems, Point of Sale (POS), eCommerce, and Ticketing into their all-in-one Customer Data Platform. As a result, they gain a robust database that powers more impactful marketing campaigns.
By consistently analyzing guest data, preferences, and behaviors, marketers can tailor their strategies to effectively engage with their audience across various channels, such as email, SMS, website, social media, etc.
The Power of Audience Segmentation
By now we all know that batch and blast marketing is the quickest way to drive guests away from your property (not to mention increase unsubscribe rates) which is where segmentation comes in. By understanding the preferences and behaviors of each of your guest segments, you can create hyper-targeted content that resonates deeply with your audience, ultimately driving engagement and return visits. This level of personalized marketing not only enhances the guest experience but also builds trust and loyalty among them.
Staying Top-Of-Mind with Your Guests
With enriched data and sophisticated segmentation, you are able to create a seamless and personalized experience for each of your guests, enhancing their overall satisfaction and loyalty to your property. Through targeted emails, thoughtful SMS text messages, and creative ads on social media, you can connect with guests where they are most active, making them feel appreciated and valued throughout the entire journey whether that's before they arrive, while on-site or after they leave (and everything in between.)
1. Before They Arrive
Pre-arrival campaigns play a vital role in suggesting additional services and activities, allowing guests to plan their itinerary in advance, enhancing their overall experience, and driving additional revenue. These strategic tactics not only underscore the significance of data-driven marketing but also emphasize the crucial elements of personalization, audience segmentation, and optimized marketing spend.
2. While On-Site
Communication with your guests shouldn't end after they arrive at your property. Continuing to nurture them throughout their stay not only keeps you top-of-mind, it's also an opportunity to help make sure they have a pleasant, memorable experience. Consider including "need to know" information in these campaigns whether that's top places to eat in the area (this is a great opportunity to upsell your guests if you have a restaurant on-site), community events scheduled for the days they're in town, and special offers or discounts to ancillary services, like your on-property spa or golf course.
3. After They Leave
Whether it's a heartfelt thank you, a post-stay survey that gives them the opportunity to rate their stay or a unique promo code they can use toward their next visit—following up with your guests in a timely manner is crucial to fostering guest retention and continued engagement.
Leveraging Your Guest Data to Drive Growth
In today's ever-evolving marketing landscape, a data driven approach has become imperative for those looking to maximize their return on investment (ROI) and drive sustainable growth. High-quality data serves as the foundation for enhancing customer communications, enabling hotels & resorts to tailor their marketing with precision and relevance.
The ability to track and optimize your various campaigns and ensure compliance with data privacy regulations are non-negotiable aspects of any successful marketing strategy. By focusing on data-driven methodologies, hotels and resorts can unlock a wealth of opportunities to engage with their target audience in more meaningful and impactful ways ultimately driving long-term success and sustainability.
Let us show you how to leverage your data to drive sustainable growth and guest retention—schedule a custom demo today!
