Creating unique experiences for website visitors using personalization tactics starts with determining target audiences.
Mapping audiences by similar attributes such as new or return visitors, visitors from a specific campaign, from social networks, mobile visitors or a visitor from a certain geographic location will help craft content that speaks to each audience best.
Considering where visitors are coming from and what actions they’ve taken prior can help you deliver content they’re looking for. For example, a visitor who lands on your website from a direct campaign link included in a recent anniversary special campaign may be looking for more information on an anniversary trip.
Delivering anniversary specific content such as images of couples, free room upgrades, and other enticing offers to visitors potentially looking to book for an anniversary celebration will only increase the chances of conversion.
Mapping Targeting Audiences to Personalize Hotel Websites
Knowing who your target audiences are allows you to speak specifically to them. Categorize visitors into different audiences by similar attributes and set parameters for personalization rules. These rules will be applied in the personalization area within your content management system (CMS).
When creating multiple audiences, it is important to prioritize them by rank in the event a site visitor can be categorized as more than one audience. Decide which target audiences rank highest in priority so when a visitor can be categorized as more than one, they will default to the highest-ranking audience/personalization campaign.
Download Vizergy’s Website Personalization Guide for examples of audiences, their attributes and the personalization rules tied to them. Then use the blank template provided in the guide to map your own audiences. Although the guide provides several sample audiences, we recommend starting with 1-3 target audiences when building personalization campaigns.
Check out the other personalization articles in this series:
View the full opinion article on HospitalityNet.
