Communication is the key to getting more opportunities in hospitality. If your company knows better ways of communication then you have more chances to grow.
Marketers use different types of mediums to persuade their messages. And they flood customers’ phones with messages.
Currently, consumers become subjected to a flood of message bursts. Marketers send messages through Facebook advertising, Google ads, texts, updates, physical advertisements, junk mail, and so on.
It is important to ensure that the promotion a customer is interested in is continuously seen during their journey.
This offers reassurance that they are definitely having the offer they saw advertised elsewhere when they click to make their booking.
Targetting customers is a serious challenge for smaller brands and early-stage companies.
Targeted messaging is not an option today — it is the only chance for these companies to get seen through the huge garbage of words, images, and sounds.
Incorporating a system that enables you to send cohesively, targeted messages across different channels is essential for all startups, but that’s easier said than done.
Commonly, the marketing term targeted messaging refers to a piece of content aimed at a specific audience, meaning a certain demographic or homogeneous group that can be formed.
It’s commonly used in online advertising. Sites like Facebook or Amazon use the data you provide to show you specific ads.
This can be based on age, gender, nationality, language, location, pages you’ve liked, certain products you’ve browsed or purchased, etc.
Although it’s extremely common and easy to apply in the online context where a lot of personal information is available.
We can learn from targeted messaging and apply that knowledge to the offline world.
Whether you’re sending an email, in-app message, push notification, or running a new ad.
Your message needs to be targeted to the person receiving it. In order to do that, you need to segment your audience.
Customer segmentation is the practice of dividing your customer base into groups of individuals.
These groups share common characteristics, such as location, language, acquisition source, customer value, preferences, app activity, and others.
Marketers use these four bases for segmenting the customer base.
Geographics: Country, regions, cities.
Demographics: Age, gender, sex, family, education, income, occupation.
Psychographics: Lifestyle, social class, personal interests, preferences, values, personality, concerns, problems, opinions.
Behavioral data: User activity, lifecycle stage, user status, intent, engagement with your app, and your messages, loyalty to your brand.
Hotel employees are often overworked, and they certainly don’t need additional responsibilities.
And yet part of the workload issue stems from dependency on the telephone, email, and face-to-face interactions that could be more efficiently handled with digital technology.
Now technology is so advance and it is helping hotels targeting customers with less effort.
You can engage with a huge audience by a Facebook post.
One of the downsides of creating your own campaign is the difficulty of obtaining phone numbers from potential guests.
While booking portals and booking engines on private websites almost always require a contact number,
It is necessary to obtain permission from the client before it is possible to send them any messages.
As with any newsletter or other form of marketing the client should have an option to unsubscribe from the service.
Finally, while getting an SMS campaign done correctly on the first try may not be likely,
it is important to collect information from the beginning to create an improved campaign the following year.
When creating your own SMS message campaign here are a few tips:
The length of the message is important. The text created has to be brief and to the point: what, where, when, and why.
This can be a benefit as a short message is more likely to be read. Even if the reader only glanced over the message he understands the point and may return to it if interested.
SMS messages are best suited to informing about promotions, sending promotion codes, confirming reservations
In addition, counting down the time until the reservation/end of an event, information concerning the reservation.
Building up brand awareness can send through newsletter or blog posts, which allow for longer texts and links to other sites.
Constant messaging may also be taken as a premium subscription scam. And would make the client less likely to open new messages.
It is not recommended to send links to an order form by SMS message. Reminders about abandoned carts on the other hand can most definitely be sent by SMS.
You may inform them by sending one or two messages. But don’t suck on reminding them again. Definitely, it will increase only frustration. You can think about it from your perspective too.
If a customer wants to book a hotel room then he will do one reminder. So you need not be flooded with booking messages.
Targeted messaging is not an option today but it is the only chance. For hotels to get seen through the huge campaign of words, images, and sounds.
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