Marketing automation. What is marketing automation for hotels?

Time is gold; at least that’s what people say. And in the hotel sector, it’s even more so because time can mean several things. On the one hand, it’s a very valuable resource when investing in planning, executing and tracking the development of email marketing campaigns for your hotel. On the other hand, time is what your potential clients don’t want to lose: guests.

On the one hand, you need to be sure when you begin conversations with them, with hundreds of them, what the purpose of your email is and who you are addressing. Sending personalized content is essential to not wasting the time of your contacts in your database. Because if one’s things certain, that would be that they won’t open your email unless the content interests them.

Yet, on the other hand, you cannot invest hours and hours of work in personalizing emails based on your potential clients’ preferences. In these cases where marketing actions may take too much time, you need the right tool to help you speed up the process. A tool that allows you to do marketing automation for your hotel.

So, what is marketing automation?

It’s basically generating automatic marketing processes that help make the best use of your time and resources. Automation which, through software, allows you to prioritize and execute marketing actions in order to obtain contacts, classify them to improve engagement and make them loyal to your brand to increase direct bookings for your hotel, in this case.

Marketing automation gives you greater control over the online actions implemented as well as a better view of their actual impact on your hotel business. And even though the human factor is also relevant because there’s a strategy behind it all, automation cannot be done without adequate software.

What does automation software do?

The most obvious thing would be to think that a marketing automation tool will help you generate automatic responses to new registrations and send emails, right? But the truth is, you’ll be able to do this and much more.

Actions to improve engagement.

Do your customers remember your hotel brand? One of the problems faced by hotel chains is the lack of engagement by guests. In many cases, they remember the location and name of the hotel but usually forget the brand. A brand with more holiday options that could be of their interest.

In these cases, automatically sending emails to new customers to give them extra services or discounts, welcome messages and satisfaction surveys are the perfect emails so your hotel brand is present and you can not only register the preferences your customers show but also consider the necessary actions to improve their satisfaction and opinions of your hotel.

Loyalty actions.

What hotel owner out there does not seek to increase direct bookings for their hotel? One of the best strategies for this is making your current customers loyal. Some users may book again through intermediaries, but with automatic workflows , they can do so directly.

In this case, one of the most important actions is classifying contacts for your chain based on their consumer preferences to send personalized content that will more likely be successful. As you can see, mass emails are not sent but rather marketing automation allows you to send strategic content to segmented lists of contacts.

And sending personalized emails can increase the rate of opening by 7%.

Just imagine the number of contacts you could attract to improve your direct bookings through marketing automation.