Guests today want relevance online, before arriving, and on property, and marketers must evolve to orchestrate it across all consumer touch points. Market forces in the consumer space are driving new expectations for how guests interact with hoteliers through a seamless array of digital channels and personal interaction points. Hotels will need to determine how to most effectively become relevant to consumers across the proliferation of communication channels. With multiple channels available and guests often switching among them, hoteliers must tightly manage consumer experiences across all channels to maximize value.

Moreover, hoteliers must manage these experiences in a digital world that is trending toward consumer relevance. Google, Amazon, Apple and Facebook have built their reputations and business models with a singular focus on consumer relevance. They are transforming daily life. What’s more, they are blurring the traditional lines between marketing and business functions so much so that the status quo in marketing no longer applies.

Getting relevance right is what appears to drive these companies’ performance, leadership and category-defying innovation. Masters of intent marketing, they get the right content to the right people at the right time consistently across all channels. Hotels would need to do well to leverage practices from these leaders.

 

How do you achieve relevance?

A common element of these leading companies’ success is the ability to benefit from the full potential of consumer relevance at scale. Achieving consumer relevance at scale is the ability to consistently unleash relevant experiences across all channels (digital, social, mobile, traditional and in-person), consumer intent segments and geographies. Doing this means cost-effectively scaling every essential function—channels, actionable data insights, segmented content, enabling technologies and more—while continually monitoring performance in real time and rapidly responding to new consumer insights. Companies with relevance capability are dynamic, precise, intentional and agile.

Achieving relevance does not mean creating more campaigns, websites and costs to appeal to each consumer segment. It is about using the economy and flexibility of scale to make relevance affordable and effective at every moment of truth, every time.

It means that less is often more—smartly putting data and technology to work to ensure that each campaign precisely targets the right visitors and each experience is directly relevant to each target’s intent. Hoteliers have the opportunity to get timely and relevant offers to guests by blending customer functions, technology and digital strategies in new ways.

For hoteliers, marketing organizations are generally the function that must evolve and lead the charge to change. In the digital era, marketing is about moving away from dated views of “traditional” marketing and, increasingly, about improving and sustaining business performance while controlling costs. It is about remaining present and relevant to prospective customers at multiple moments of truth while justifying budgets and demonstrating quantifiable return on spend.

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