Hotels must focus on data collection & management to navigate privacy updates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 30, 2021, 11:15 AM GMT+0

Hoteliers can use recent data-sharing initiatives to forge meaningful relationships with their guests.

Recent privacy updates are an opportunity for hoteliers to rethink their marketing strategies and focus on building trust with their guests. Given the importance of collecting first-party data, hotels must engage guests with engaging and personalised content. Assure them their information will not be shared with other companies and offer incentives like coupons and discounts for the data they share.

Similarly, hoteliers must use an effective customer data platform to streamline all the information they gather on their website. Additionally, hotels will be able to keep track of where exactly they received the information from, ensuring they meet global standards for data privacy.

Along with using high-quality data to enhance guest communications, hoteliers must use the gathered data to create 360-degree profiles of their guests. The guest profiles can help hotels segment target audiences and create personalised messaging.

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