Only using historic data has worked in the past because most hotels are not sending out very dynamic campaigns or because the level of personalization has been kept on a low level. The lack of highly personalized campaigns in the industry is however rather remarkable and somewhat of a paradox since many studies find that around 70% of our guests are more likely to do a purchase based on a personalized offer, and around 80% are more likely to become a returning guest, if they have a personalized experience and relevant offers during the booking process.
Our world and our needs are continuously changing, so why should not the information in your CRM about your guests change with their needs?
NextGuest CRM allows you to make use of tracking and scoring information from visitors on your website. The scoring can determine how interested a visitor is and what the visitor is interested in. Once the interest level is high enough, you can serve the visitor personalized content, offers and even a personalized pop-up suggesting the visitor to sign-up for the newsletter.
NextGuest CRM allows you to combine traditional historic CRM data with real-time intent data, allowing you to enrich your guest profiles with actual current data about what your guests are currently looking for.
Knowing what a guest is interested in on your website at this very point in time is an amazing opportunity for you to do real time marketing and engagement with them – exactly at the right time when your guests are interested in booking a room. But we should not forget the past and the historic data you keep in your CRM.