With the number of platforms available at a click and the information our future guest can end up receiving, the Guest Journey has become more complex than ever. Applying strategies to our digital communications and implementing email marketing automation in our hotel is hugely important if we want to build loyalty, improve our reputation and increase direct sales.
Users browse a multitude of channels and touchpoints before making a purchase. To stand out, hoteliers need to put personalised and automated marketing strategies into practice, designed in detail to take advantage of their subscriber's actions (or inactions) and turn them into a future guest.
Email marketing plays a fundamental role in the Guest Journey. It allows you to create personalised campaigns that adapt to each customer's needs and interests at every stage of the purchase process, so…
How does email marketing automation help the Guest Journey?
Segment and personalise
Email marketing automation lets you carry out specific actions and sends to the segments you choose, at the moment you want. Segmenting your database based on users' characteristics, interests and behaviour will allow you not only to gather data to create one-off strategies, but to build historical records and continuously improve the quality of your communications. The goal? To increase the open rate and improve your digital reputation with detailed, personalised communication for your (future) guests.
Create expectations and generate interest from the first contact
The Guest Journey serves to understand what needs the traveller has at each stage of their experience. In this case, campaign automation will help us create expectations and keep alive the desire to enjoy an experience at the hotel. What's more, you'll also have the chance to resolve doubts or offer answers to needs that may arise along their journey. If you have a good study of your Guest Journey, anticipating these needs will be crucial. If you're there to resolve them, your hotel's reputation and the chances of building loyalty will soar.
Improve upselling and cross-selling
Once you begin automated communications with your subscriber (and future guest), you have the opportunity to identify chances to promote additional services, such as room upgrades or to showcase the unique experiences your hotel offers; spas, wellness treatments, family, solo or couples activities, excursions, events, etc. This way we increase the average value of each booking.
Reduce no-shows
By creating automated campaigns it's more feasible to send automatic reminders about specific actions the guest needs to take. This improves planning and the management of the hotel's availability or that of other players within the Guest Journey.
Build loyalty
By making use of the data you have about your guest and understanding their needs, tastes and online behaviour, campaign automation allows you to identify key moments to place the guest / subscriber at the centre of the story. This will make them feel listened to and valued, so it's more likely that they'll not only speak well of you to friends and family, but choose you again on their next experience.
In conclusion, email marketing campaign automation is an indispensable strategy for hotels looking to thrive and improve every aspect of the hotel business. By personalising the guest experience, offering timely communications, increasing direct sales, gathering feedback and fostering loyalty, hotels can secure a significant competitive advantage, turning every stay into an unforgettable experience and every guest into a brand ambassador.
Improve your hotel's marketing
We've gone all in on this article, so we hope it's been helpful. Remember that you too can implement an improved hotel marketing strategy using Fideltour's Campaigns module. Send relevant, segmented information to your guest and increase your direct sales.
If you'd like personalised support, get in touch with the Fideltour team — we'll be delighted to help you!
Take your hotel to the next level
If you want to improve your hotel's management with Fideltour, request a free loyalty audit and optimise your service to maximise customer satisfaction and retention.
