How To Personalize Your Marketing To Encourage More Direct Bookings

We all like to be made to feel like we matter – and this is especially true of online shoppers. Marketing personalisation can help your content stand out to consumers and in turn, help you to distinguish your content from competitor offerings and turn up the volume on your marketing messages.

There’s been a lot of research into the importance of personalisation and, the resulting findings make incredibly compelling reading for marketers. As a leading SEO company in Dubai, we’re going to share our top tips for personalizing your marketing and unlock the secrets to nurturing more direct bookings with just a few changes to your marketing activity.

Make no mistake, marketing personalisation is not a quick fix and it does take time, data and understanding to implement but, we think you’ll agree that the results are more than worth this extra investment of time, budget and resources.

First things first, let’s make the case for personalisation

According to an Aberdeen Group study:

  75% of consumers are in favour of brands personalising messages and offers
74% of consumers find websites with little personalisation and irrelevant content frustrating

Additional research by eConsultancy found that 94% of companies consider personalisation to be critical to their future success. If your hotel isn’t in that 94%, your competitors are and that means they stand a much better chance of securing bookings. Tap into the consumer preference for personalisation by personalising your own marketing efforts.

1. Personalise your email marketing messages

It’s quick and easy to introduce the most basic of personalisation tactics to your email marketing – simply add the recipient’s name using a mail merge field within your preferred email marketing platform.

Why stop there though? With a little planning and list management, you can extend your personalisation efforts to target your customers much more effectively and leave them feeling like you have gone the extra mile. If you add a ‘reason for trip’ question to your booking form for example, you can create a segmented business and leisure lists and, depending on which box your guest has ticked, provide personalised email content that fits with their travel needs.

2. Personalise your website content

There are numerous ways you can personalise website content but, at its core, it’s about serving website visitors with content that is truly relevant to them and their needs. Using the purpose for booking example above, you could add a business travel and leisure travel option to your site. After landing on the home page, the visitor selects the reason for their trip and is then sent through to a new page which addresses their needs specifically.

You can extend this approach across your site and integrate it with other channels. An email sent to a list of business travellers would link directly to the business travel landing page for instance.

3. Personalise for devices

Consumers are increasingly multi-screen and browsing and booking will commonly take place across a number of different devices. Google research into mobile usage habits for travellers found some will research on a mobile device but prefer to physically make a booking from a desktop computer. In contrast, millennials are comfortable browsing and booking hotel accommodation exclusively on a smartphone.

Personalise your website and online booking engine for the user’s preferred device by investing in a fully responsive website with a mobile-friendly version for those browsing on smaller screens.

4. Offer personalised content recommendations

If you take the time to gather data about user behaviours (using a tool such as Google Analytics) and analyse that data, you can use content personalisation to recommend suggested blog posts and content based on previous consumption habits.

A traveller who accessed a post about hotels in Spain, read a blog post about the Sagrada Familia in Barcelona and then read a list of recommended restaurants in Madrid might then get a recommendation to check out your latest post on Spain’s best beaches.

5. Create experiences personalised to location

If you track visitor location, you can use this knowledge to deliver content that is appropriate to the individual’s physical location. This could mean displaying room rate pricing in their local currency or for larger sites, offering a different language version appropriate to that location.

Marketing personalisation is a powerful tool for revenue growth. Not only that, it can help to establish stronger and more loyal customer relationships. As the leading SEO company in Dubai, Digital Arabia can help your travel business to tap into this potential. Contact us to find out more.