Talentovaný americký guru hotelového marketingu, Josiah Mackenzie, vo svojich článkoch prináša praktické rady z oblasti hotelového internet marketingu.
V tomto článku Josiah vysvetľuje ako v praxi využiť segmentáciu klientely pre podporu predaja na hotelovej webovej stránke. Jeden prístup neplatí na každého. Prispôsobenie sa potencionálnym klientom – rodiny s deťmi, obchodní cestujúci, konferencie, atď. – je kľúčom k tomu, ako ich presvedčiť:
Using Personas in Hotel Marketing
Using typical guest personas is very helpful for anyone trying to promote a hotel.
David Meerman Scott
‘s writing on the topic
has been very influential in shaping the way I view marketing. In his excellent book, The New Rules of Marketing & PR, he explains:
“It can be daunting for many of us to consider who, exactly, is visiting our site. But if we break the buyers into distinct groups and then catalog everything we know about each one, it makes it easier to create content targeted to each important demographic.”
Think about all the people that visit your hotel for a moment. How many distinct groups can you create from your regular guests?
If your hotel is like most, there are several categories.
Business travelers. Leisure travelers. Conference attendees. International visitors. Families. And the list could go on and on.
Each group has different needs, and uses a different set of criteria to select hotels. The business traveler might want a staffed business center and would be attracted by your city center location. Leisure travelers may appreciate a guide to local attractions. Visitors from abroad may need staff that speak their language. Conference attendees may be looking for a hotel with a great fitness center.
Everyone is looking for something different from your hotel. For this reason, you need different messages for each major category of visitors. Doing this helps you communicate your value offering, and improves the effectiveness of your overall campaign.
The “one size fits all” approach doesn’t work anymore.
About the author
Josiah Mackenzie is a “new media pragmatist” according to Hotel News Now. He enjoys performing internet marketing experiments, using research to find out what really works.
Josiah has designed highly profitable new media campaigns for firms throughout North America, Europe, Asia, and Australia. Josiah’s understanding of international business was developed while studying at the Dublin Business School, and perfected through dozens of marketing tests performed for clients around the world.