The new General Data Protection Regulation (GDPR) has certain implications for hotels’ online activities.

Email marketing remains one of the most effective channels for building guest loyalty and increasing direct bookings, but it only works when it is supported by data, segmentation and automation. In this article, we look at how to create more relevant, personalized and useful campaigns for every stage of the guest journey.

Hotel marketing automation is no longer just about sending emails, but about activating guest data at every stage of the stay. In an environment shaped by dependence on intermediaries and the need for personalisation, connecting systems, segmenting audiences and automating communications becomes key to building loyalty, improving the experience and boosting direct sales.