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Image Credit Bookboost
In the rapidly evolving hospitality industry, marketing teams are increasingly pressured to enhance personalization, guest connection, and consistency, all while managing fewer resources and fragmented tools. A recent survey conducted by Bookboost sheds light on the current state of data-driven marketing in hospitality, revealing significant gaps and opportunities for improvement.
Segmentation Maturity Gap
Segmentation is a critical component of effective marketing, enabling hotels to deliver personalized guest experiences. Despite its importance, many hotels have yet to move beyond basic segmentation strategies. The survey found that 25% of hotels still do not segment their guests, treating all guests the same. This lack of segmentation results in missed opportunities for upselling, improved reviews, and higher return rates.
The survey results indicate that smaller hotels (under 150 rooms) have made some progress, with 20% using behavioral segmentation. Mid-sized properties (150-299 rooms) are in transition, with 25% employing behavioral logic. Larger properties (300+ rooms) are ahead, with 25% using advanced segmentation, although 13% still do not segment at all. This data suggests that while scale can aid in segmentation, it is not a guarantee of success. Many smaller and mid-sized hotels could benefit from simpler, integrated tools and clearer frameworks to enhance their segmentation strategies.
Multi-channel but Not Integrated
The survey highlights a prevalent issue in the hospitality industry: the use of multiple communication channels without integration. While guests increasingly prefer mobile-first messaging, many hotel teams lag in adopting platforms like WhatsApp for marketing purposes. Only 12% of hotels include WhatsApp in their coordinated marketing strategies, and 63% either do not use it for marketing or only use it operationally.
The lack of integration and automation across channels leads to missed revenue and loyalty opportunities. The survey found that 1 in 5 hotels do not run any marketing campaigns, indicating a strategic gap rather than just a technological one. Successful teams are those that create integrated strategies, leveraging the unique characteristics of each channel while reducing manual work.
The Data Dilemma
Despite the abundance of guest data available, many hotel teams struggle to utilize it effectively. The survey reveals that two-thirds of hotel teams find their data scattered or difficult to act upon, hindering personalization efforts. Only 12% of respondents feel confident in having reliable, usable, and centralized guest data.
The primary issue is not access to data but rather fragmented systems and the inability to use collected data effectively. Operational improvements, such as data integration and automation, are seen as the biggest opportunities for enhancing marketing performance. The survey indicates that most teams are convinced of the value of personalization but face challenges in executing it.
Personalization: Aspirational but Not Operational
Personalization is a widely discussed concept in hospitality marketing, yet many teams struggle to implement it effectively. Nearly half of the hotels surveyed either have not attempted personalization or have tried and abandoned it. The survey highlights a strong link between segmentation maturity, data usability, and personalization impact, but many teams have not connected these elements.
Smaller properties often lack the tools to personalize effectively, while mid-sized hotels are making progress but have not reached full potential. Larger hotels lead in combining advanced segmentation with automation, reporting both loyalty gains and higher engagement. However, success is not universal, and personalization remains more of an aspiration than a reality for many.
Discover more at Bookboost.
