The following article originally featured as a collaboration between Halo and Hospitality News Middle East. Click here for the original article. 

In today’s hospitality industry, understanding and tracking customer behavior has never been more critical. The rise of digital technology has introduced a new era of customer data management, where the protection of guest privacy is paramount. The ability to effectively manage and utilize customer data not only enhances the guest experience but also ensures the sustainability and profitability of hospitality businesses. This article delves into some of the the key aspects of tracking customer behavior and explores strategies that can help hoteliers navigate this complex landscape successfully.

The Digital World

The pandemic accelerated digital adoption across demographics, fundamentally changing how travelers engage with hospitality services. Today, potential guests conduct extensive research online before booking hotels, and peer-reviewed posts and tripadvisor reviews significantly influence their decisions. Hoteliers must prioritize their online reputation, and one effective way to do this is through review platforms. Encouraging guests to share positive experiences online can greatly enhance a hotel's digital presence. Additionally, implementing real-time chatbots can help address customer issues promptly, ensuring a positive experience even before the guest steps through the door.

Cookie-Less Marketing

By the end of 2024, the internet will see a complete deprecation of third-party cookies as part of Google’s mission to enhance user privacy on the web. This shift began with an initial trial in January 2024, affecting 1% of Chrome users with an automatic block of cookies. This significant change necessitates the adoption of alternative options.

Paid Ads

To expand their customer base, hotels can utilize Paid Ads campaigns to target users with behaviors similar to existing customers, or based on the context of the content users are engaging with, rather than relying on their individual behavior. Google’s similar audiences feature can then help broaden reach by connecting with people who have shown interest in similar offerings. These strategies enable hotels to find and attract new customers who are likely to appreciate their services.

First-Party Data

First-party data is gathered directly by a brand from their consumers and is only available for their use within their digital marketing efforts. This type of data collection is privacy-first and unbiased. Hoteliers can use forms and chatbots to gather valuable information from guests, helping to build a detailed understanding of their preferences and behaviors. Customer Relationship Management (CRM) tools like Revinate, Cendyn and Salesforce can then allow hotels to leverage this first-party data effectively.

Revinate

Revinate is renowned for its reputation management and guest feedback analysis capabilities. It offers personalized email marketing based on rich guest profiles, helping hotels engage with their guests in a meaningful way. By understanding and leveraging guest feedback, hotels can continuously improve their services and enhance guest satisfaction.

Cendyn

Cendyn is a leader in personalized guest marketing, providing robust CRM solutions tailored for the hospitality industry. Its tools enable hotels to deliver customized marketing messages and experiences, fostering stronger relationships with guests. Cendyn’s solutions are designed to enhance guest engagement and drive loyalty, making it a valuable partner for any hotel looking to stay competitive.

Salesforce

Salesforce is a scalable and versatile CRM platform that supports hotel operations and customer engagement. Its comprehensive suite of tools allows hotels to manage every aspect of their guest interactions, from initial booking to post-stay follow-ups. Salesforce’s robust data analytics capabilities provide deep insights into customer behavior, helping hotels make informed decisions and tailor their services to meet guests' needs.

Conclusion

As the hospitality industry evolves, tracking customer behavior remains pivotal to success. Understanding your ideal customer and tailoring your strategies to meet their needs is still key to thriving in this industry. By staying ahead of digital trends and prioritizing customer-centric strategies, hoteliers can ensure they are well-positioned to meet the demands of the modern traveler, enhance their guest experiences, build stronger relationships, and drive long-term success.🌟

If you would like to have a further discussion about any of the topics raised here or in the podcast, then please do not hesitate to following link to book a chat with Ashleigh and we will be delighted to help.