Winter & Spa Travel Market
24 - 25th October 2018
Belgrade, Serbia

Online user data will help you increase hotel bookings

Digital media is anunavoidable part of all tourism activities nowadays. Social networks, web pages, CRM systems, loyalty programs, implementation of different Analytics systems and many other things are the key elements that make the tourism industry the way we know it.

Trigger for collecting data

Besides the classic market research that is in use today, why don’t we rely on the data we get in the real time and that can give us better results in every system? Tourism brands rely on these things, but those brands that have implemented this systems have a slight advantage.
When asked what will be new in the digital world, what will be revolutionary, what will be the new Facebook, Google, YouTube etc., the answer is system. If the system is well organized and balanced, that things that can make it better can get it a level up.
These things may have the biggest influence on tourism. Tourism is, as such, a huge system and all hotels, apartment resorts, camps, etc. are its components. A system that knows which guest spend their holidays in which type of accommodation, how much they spend during that time or if they have visited some destination or have a willing to do so, with how many people they come to the vacation, where are they staying and what activities they have attended is a system that can’t be bought. Its value is not measurable. Google glasses can improve it, iWatch can give it a new dimension, but these are the things that only upgrade something that already exists. Digital measures everything, from how many views a YouTube video might have or how big was the reach of your Facebook or Twitter post, to how many impressions had your Google ad.
Summary of this story is that different techniques can be used to access this data which can later be launched to the target group through different communication channels. For example, I would like to highlight a Facebook applicationin the form of gamification, but hidden use is collecting user’s data. Users answer questions about a destination, its history, events, resorts and similar. They collect points which will gives them some benefit – they can win a free vacation. If they answer two bonus questions, they get some extra points that increase their chances to win the holiday and they get some discounts in the form of vouchers. With bonus questions, we collect information such as in which accommodations they spend their vacations and how much money do they spend. Besides that, when entering the application, the user gives us their e-mail address and access to all his information on Facebook.
Target group can be segmented to few groups, and one for example could be: all people who are spending their vacation in 5* hotels and spend at least 3000 euros. That person is in ourdatabase as such and we send him/her newsletters about 5* hotels and an offer compatible to his/her expenses. When person does the booking, he/she enters our CRM and his/hers every step is being tracked – we send them information such as Wi-Fi passwords, parking spots, lunch times, etc. The other year, when that person comes back, we already know everything about him/her, where he/she was spending the money, what are his/her interests and we personalize the offer according to that.
That is a satisfied client, and that is what we are all striving for.

Hear more at "Travel2IT" Conference -
Session by Boris Zatezalo