The Future of Relevance – Travel & Hospitality

Learn how to more precisely target people on an individual basis – at scale – by going beyond CRM and context targeted tactics.

travel and hospitality

November 2016

People-Based Marketing for the Travel and Hospitality Industry

Learn how to more precisely target people on an individual basis – at scale – by going beyond CRM and context targeted tactics. In this whitepaper customized for the Travel and Hospitality industry, you will learn how to utilize Identity Management best practices within a Precision People-Based Marketing (PPBM) framework to recognize the customer as a person.

Marketers are rapidly adopting Identity Management, Data Management, Machine Learning and the ability to target consumers at the individual level across every channel. We find that Precision People-Based Marketers have nearly double the monthly website revenue than those that do not leverage these tactics.

Digital Marketers Must Begin Recognizing Customers as Individuals, Mimicking Offline Experiences

Many offline businesses — including retailers as well as travel and hospitality firms– recognize their regular customers and have different conversations and receive different offers than new customers that are visiting the business for the first time. This approach requires knowing the person’s identity and then utilizing behaviors, attitudes, demographics, and location as targeting attributes. Today marketers have the capability to target customers via their email address, yet we find that email marketers don’t utilize all of the data that is available to them. Travel and Hospitality, and Retail/eCommerce marketers are more sophisticated than other industry peers.

There are 4 key elements in understanding relevancy:

  • Identity Management
  • Data Management
  • Machine Learning
  • EveryChannel Execution

In addition to these aspects, the solution to support the future of relevance also necessitates a stable cloud infrastructure, 24/7 support and service, creative excellence and analytics expertise. These aspects are necessary to address the changes that are brought on by a Precision People-Based Marketing approach, such as creative changes to address the individual consumer across every channel.

Precision People-Based Marketers have nearly double the monthly website revenue than those that do not leverage these tactics, and you can download the whitepaper below to learn more.

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