Creating unique experiences for website visitors using personalization tactics starts with determining target audiences.
Mapping audiences by similar attributes such as new or return visitors, visitors from a specific campaign, from social networks, mobile visitors or a visitor from a certain geographic location will help craft content that speaks to each audience best.
Considering where visitors are coming from and what actions they’ve taken prior can help you deliver content they’re looking for. For example, a visitor who lands on your website from a direct campaign link included in a recent anniversary special campaign may be looking for more information on an anniversary trip.
Delivering anniversary specific content such as images of couples, free room upgrades, and other enticing offers to visitors potentially looking to book for an anniversary celebration will only increase the chances of conversion.
Mapping Targeting Audiences to Personalize Hotel Websites
Knowing who your target audiences are allows you to speak specifically to them. Categorize visitors into different audiences by similar attributes and set parameters for personalization rules. These rules will be applied in the personalization area within your content management system (CMS).
When creating multiple audiences, it is important to prioritize them by rank in the event a site visitor can be categorized as more than one audience. Decide which target audiences rank highest in priority so when a visitor can be categorized as more than one, they will default to the highest-ranking audience/personalization campaign.
Download Vizergy’s Website Personalization Guide for examples of audiences, their attributes and the personalization rules tied to them. Then use the blank template provided in the guide to map your own audiences. Although the guide provides several sample audiences, we recommend starting with 1-3 target audiences when building personalization campaigns.
Check out the other personalization articles in this series:
The Importance of Personalization
About Vizergy® Digital Marketing:
Vizergy serves the world’s hospitality industry with conversion optimized website design and fiercely competitive tools to maximize revenue. Our formula for success includes cutting-edge technologies, proven digital marketing programs and the best professionals in the industry. At Vizergy, hospitality marketing is not only our mission, it’s our sole focus.
For more than 20 years, Vizergy has relentlessly developed and deployed the best marketing technologies and talent to serve thousands of hospitality clients with excellence. The company deploys complete travel life-cycle marketing solutions from responsive website design and development, to proven award–winning digital marketing programs, reservation solutions, media planning and deployment. Vizergy’s platform has long been touted as the #1 digital marketing system for hospitality clients, easy to deploy, turnkey and SMART, empowering clients to win in today’s complex and competitive hospitality industry.
For more information, please visit www.vizergy.com.
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