With today’s technology, the operators’ ability to gain data on the consumer is significant; however, too many operators fail to capitalise on this information.
In the past year, I have travelled extensively with over 150 flights and over 100 nights in diverse hospitality offerings. Having engaged fully with the brands utilising their digital presence and data requests, the post-experience engagement with these brands was limited.
There are a few exceptions, easyJet, being the most prominent and exceptional digital engagement. We need to learn from these brands. Their attention to capturing our needs and likely next purchase habits are exceptionally and engaging with the audience.
I have personally stayed in 15 different serviced apartments and aparthotel brands during the past year, and I’m astonished that, with one exception, there was no post stay engagement. This may not be the case for all, but it demonstrates how poorly the sector is capturing and utilising data. It is failing to retain an easy-win audience and without question is making little or no attempt to monetise the data it holds. The expression “leaving money on the table” comes to mind.
Serviced Apartment News publishes a Digital Benchmark Report with trends and recommendations; it’s well worth the purchase. Implementing a data ecosystem to support your digital marketing expansion may require specialised, outside assistance, but it is a wise investment for the future.