How to Turn Data into Bookings for Hotels-Resorts-Bed & Breakfasts | Ep. #277

Hospitality property marketing teams have to become masters of data.Leveraging a deeper understanding of data flows and ensuring that it’s being captured cleanly, shared seamlessly and parsed profitably will drive results.Here’s how to turn data into bookings.Data is the fuel that powers the marketing engine, but this fuel requires more refining and care than ever before.Looking ahead to 2022, the most impactful trends in hospitality marketing fall into three groups: the advancement of privacy, the marketing operations manual and enhancing the guest experience.Here are a few key trends that shape both high-level strategy and ground-level tactics that will help turn data into bookings.The marketing manualWhile marketing has long been the domain of imagination and ingenuity, it’s now also a requirement to have a firm grasp on marketing operations. With data driving so many decisions and swaying the effectiveness of a given marketing campaign, property marketers now have to be one part imagination, one part ingenuity and one part data master.The impact of Apple’s privacy changesWith the update of Apple iOS 15, email marketing has changed. Hospitality properties will no longer be able to see when a subscriber opens their emails and must adjust to a new privacy concept.Properties will now be completely reliant on the data that they can gather themselves, meaning the technology they use to manage and make sense of this data will be vital. How well they can manage their data will determine how successful their marketing and success will be. As data streams into a hospitality property's website, booking engine, newsletters, surveys, etc., the data gathered can provide high-quality figures to power guest communications, services, and personalized marketing. All this while having a detailed account of where that data came from and ensuring the ability to meet global privacy regulations. This will allow properties to evaluate guests’ RFM value (Recency, Frequency, and Monetary). Segment audiences for marketing campaigns, and target guests with personalized messaging. Third-party data is coming to an endEven though it has been pushed to 2023, the end of cookies is going to happen. This has given hospitality property marketers more time to adapt to a world without cross-site behavioural tracking.The upcoming end of third-party data is the perfect moment to pivot to first-party data. As already mentioned, these are data sources collected directly from your property also including, website clicks, booking patterns, search behaviour, and everything captured in your rich guest profiles. All of that data can be used to optimize, personalize and enhance your efforts and initiatives across other tools and platforms.Continue reading and I’ll share 5 more ways that will help turn data into bookings…⇒ TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY DEVELOPMENT:https://keystonehpd.com/guaranteed-ways-to-make-your-hospitality-property-memorable-ep-275Post COVID-19 Action Planhttps://KeystoneHPD.com/PostCovid19ActionPlan Get Your INNsider Tipshttps://KeystoneHPD.com/INNsider-TipsJoin one of your private groupshttps://keystonehpd.com/private-groupsSay hi on socialFacebook: https://www.facebook.com/KeystoneHPDTwitter: https://twitter.com/KeystoneHPDLinkedIn: https://www.linkedin.com/company/keystone-hospitality-developmentListen to The Hospitality Property School PODCAST herekeystonehpd.com/hospitality-property-school-podcastsYouTubehttps://youtu.be/ENT3FZbpj_oA Division of Keystone Hospitality Property Development