What if I told you that Behavioral Segmentation could help you to get the connected customer immediately start thinking about your Hotel when making a Direct Booking?
There are a whole lot of ways that technology has made us more connected, and it’s made us also able to connect people in ways we never considered. Take your customers, for example. You’re able to connect them by their most basic characteristics (say, male or female, married or unmarried).
But you’re also able to collect and analyze data that helps you get to know customers in other ways that are also at least as informative and insightful for future business plans. Those include psychographic and behavioral traits that groups might share.
By analyzing your customers in that way, you can better able meet them in the spaces they need to be met—offer information specific to their pain points, for example, or solutions for traits that they might share.
So, what does that behavioral marketing look like?
Why Behavioral Data Matters
If your Hotel wants to take advantage of growing trends in today’s markets, you need to understand the customers’ behavioral data.
Within effective Social Media Marketing Frameworks, two primary components help us understand customer behavioral data
On one side we have the psychological states that impact the customer journey. And on the other side, we have the content that influences the different psychological states.
Our job as Hotelier is to build effective Social Media Marketing Frameworks that balance the two-component and implement the behavioral data in a valuable and relevant context.
In today’s disruptive markets, we can no longer rely on traditional data demographic data alone. We already know that customer experience will become the most important decision trigger by 2020.
In the State of the Connected Customer, my friends at Salesforce focus on the importance of the Customer Experience and the connected customer.
- 80% of customers say that the experience a company provides is as important as its products or services
- 57% of the customer has stopped buying from a company because a competitor provided a better experience
- 62% of customers will share a bad experience with others
With product recommendations to proactive services, customers expect engagement that reflects important micro-moment and is uniquely personalized.
- 70% of customers say connect process is very important to winning their business
This is why context is so critical today. Customer expectations are at an all-time high, and there is no sign this will slow down.
Through new advanced technology and tools, customers have unprecedented access to information that triggers their decisions and also forms their journeys.
Today’s customers seek contextualized experiences meaning their engagement with a company reflects an understanding of past actions, product usage, and a myriad of other factors.
Hotels have today a golden opportunity to connect and build quality relationships with customers.
The key is to implement a Social Media Marketing Framework that reflects these processes and trends. And at the same time gather important behavioral data throughout all micro-moments of their journey.
Connected customers are not passive, not only do they drive their journeys, they have extensive power to influence their community.
And it is very important to understand that disruptions are the result of customers being impatient and expecting real-time solutions.
With Conversation Experience Marketing Hotels need to create Frameworks, strategies, and techniques that support Human to Human connections and Service automation.
Why Hotels Need to Use Behavioral Segmentation
This graphic helps explain it;
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And it will help identify micro-moments and recognize pain points and values by utilizing Hotel Experience Ambassadors that know where to look for them.
I have loved with all of my heart and soul serving customers, guests, and Hoteliers. As a Hotel Experience Ambassador, I gained a new passion for being a representative and messenger delivering new profound and delightful experiences.
If your Hotel wants to implement new effective success factors then now is the time to be part of a new initiative.
When your Hotel serves your community it will reward you back by serving you.
From a Hotel and Social Media Consultant’s standpoint, the Social Media Community can offer Hotels a one-stop-shop for managing their Social Media marketing such as the community infrastructure, database, listening functionality, profile management, collaboration, content marketing and management, and of course, analytics.
A Social Media Community will help your Hotel to grow smarter and faster when you focus on the value proposition and collaborate in effective ways.
If your Hotel need help to put it all together then make sure to let us know.
With the right team behind your Social Media efforts, it can become cost-effective and generate a new revenue stream for your Hotel.
Over to you
The hotel industry is always changing, especially during a time of crisis. Make sure to future-proof your business and continue attracting new guests by investing in these solutions.
Ready to take your hotel’s digital transformation to a new level?
Partner up with a digital transformation coach for a new and bright future!
Related article: 5 Cost-effective Steps to Start a New Innovative Digital Transformation Shift for Hotels
We are in this together!
I need to let you all know that we are in on this together. If you need to vent, talk, cry, or have someone to talk with, I am here listening.
Where to reach me
Email: hotelblogger@aremorch.com
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Also, join us at our Facebook Group – Hotel Social Media Community
We will get through this unprecedented event together! #hotelstrong #hospitalitystrong
For any specific information on COVID-19, I recommend going to CDC, WHO, AHLA, AAHOA, and HSMAI. Also, follow information from your local authorities.
NOTE
The hotel industry is still facing some uphill challenges. Make sure you follow their guidelines and say THANK YOU to those that now show a unique spirit to serve and help us all get through this!! #hotelstrong #hospitalitystrong
About Are Morch
Are Morch assist hotels 🏩 in increasing their direct bookings through innovative digital transformation solutions, while avoiding competition with online travel agencies.
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