Personalisation has been a hot topic in marketing for the last 18 months so it should come as no surprise to learn that according to Experian, 86% of retail brands are now personalising their marketing efforts in one way or another.
Today’s consumers are savvy – they recognise they wield a lot of power in crowded marketplaces and they are looking for brands that tailor their products and services to meet their needs. The same principles driving personalisation in other industries such as retail apply just as readily to hotels and the hospitality sector. Visitors don’t want a ‘one size fits all’ approach – your web presence should be as individualised as everything else you offer. But how do you personalise your website with the intent of boosting bookings?
- Keep Your Logo Front and Centre
Your logo is your digital calling card, helping to brand all your online efforts with your unique style. Making sure that your logo is a prominent part of your website might seem obvious, but it can easily be forgotten as you add more content and pursue various avenues of optimisation. Keep sight of your logo at all times. It doesn’t have to be enormous or detract from the rest of your content, but it should certainly be there.
- Customise Booking Information
In a personalisation-saturated world, customisation is king. Adding custom fields to your booking engine, which allows guests to specify their preferences in a number of either vital or inventive ways, also provides you with additional ways to truly maximise your revenue. Whether you’re offering opportunities to purchase dining options alongside a hotel room, providing guests with WiFi for a minimal charge or simply giving them additional chances to make sure they choose the room that’s right for them, a customised booking engine is an absolute must.
- Personalise Your Booking E-mails
Top hotel booking engines for your website will allow the option of customising and personalising your confirmation e-mails. This is great for building customer trust and anticipation of their upcoming stay. It’s also a handy way of keeping in touch with customers and promoting any new offers you have upcoming, or providing them with links to your social channels. This will help keep you top of mind for subsequent visits!
- Consider Your Audience
Keeping the needs of your target audience in mind at every step of the way is the best way to ensure you have a completely optimised website which provides them with a personalised experience which suits them. Consider utilising your buyer personas and nurture your leads through from the first page to placing a booking with you. Give them content which they’ll enjoy and find useful – and make the booking process simple, professional but adaptive.
The possibilities for personalising your website are endless, but the tips above should help you begin your journey towards creating a site which has the exact look, feel and functionality both you and your target market require.