Hitting the Bullseye: Using Data and AI to Better Target Potential Guests

Appealing to Tourism Customers Through Personalization

Machine learning and innovations in artificial intelligence (AI) are changing the way that the tourism industry identifies and interacts with potential guests. The long-term consumer shift toward the use of mobile apps and online services is giving tourism brands the opportunity to personalize guest marketing and experiences better than ever before.

Data Tools

According to Google researchers, digital tools like machine learning and artificial intelligence (AI) can help marketers in the tourism and hospitality industries to zero in on potential guests with customized ads at scale. Potential guests can be better understood as individuals, giving brands the data to fine-tune marketing, personalized communications, and recommendations:

A big part of the opportunity for marketers is how AI will help us fully realize personalization—and relevance—at scale. With platforms like Search and YouTube reaching billions of people every day, digital ad platforms finally can achieve communication at scale. This scale, combined with customization possible through AI, means we’ll soon be able to tailor campaigns to consumer intent in the moment. It will be like having a million planners in your pocket.

The first step is collecting and managing the necessary data to provide personalized marketing and services. Micro-services are lightweight, customized data solutions that give companies the capability to collect and process guest information down to an individual level — as well as a means to act on that data. 

Returning Guests

At the same time, tourism brands cannot afford to neglect another huge pool of potential bookings: returning guests. Brands can put micro-services to work to personalize their experiences as well. Writing for Hospitalitynet, Josephine Wawira reports that data-driven personalization can give hotels the tools to provide the winning experiences that bring guests back:

Furthermore, focusing on Customer Relationship Management (CRM) helps the hotel use technology to create guest profiles (especially returning guests) in a bid to improve their experiences every time they check in. It enables close interaction between the brand and the customer, by identifying each guest’s preferences. For example, many a times a returning customer is asked if they have checked into that hotel before. With CRM however, the hotel should have such information and data at hand, aiding a welcome such as “it is nice to have you back,” rather than the former.

Partnering with LMS

The LMS team can design and build the data infrastructure to allow your tourism or hospitality company to execute personalized marketing campaigns tailored to appeal to individual guests. Contact us by phone at 800.257.5902 or via email at Contact@LMSonline.com to learn more.


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