{"id":9324,"date":"2019-03-25T12:52:44","date_gmt":"2019-03-25T11:52:44","guid":{"rendered":"https:\/\/www.hotelinking.com\/en\/?p=873"},"modified":"2025-10-19T10:15:25","modified_gmt":"2025-10-19T08:15:25","slug":"implement-a-lead-generation-strategy","status":"publish","type":"post","link":"https:\/\/www.hotelinking.com\/en\/blog\/hotel-marketing\/implement-a-lead-generation-strategy\/","title":{"rendered":"Introducing Hotel Data: How to implement a lead generation strategy"},"content":{"rendered":"

Although the European regulation may seem like an obstacle to your hotel\u2019s marketing strategies, it\u2019s also a new opportunity to implement better lead generation practices<\/strong>.<\/p>\n

This is because with GDPR<\/strong>, we\u2019re forced to polish the attraction and lead conversion strategies<\/strong> that have been implemented to date. The objective is to seek contact quality<\/strong> to compile a record of verified data of value which are truly useful to marketing actions. This information is referred to as Hotel Data<\/a>. It\u2019s an all-new and powerful marketing strategy based on the data you receive from your guests and which our CEO Daniel Alzina has reflected in his book \u201cHotel Data Advanced Course<\/em>\u201d which you can download for free here<\/a>.<\/p>\n

Hotel Data is the necessary quality and quantity of information on guests as an opportunity to truly know what their preferences are and not just improve the hotel\u2019s products and services but also secure a larger number of loyal customers. And this is particularly important for hotels aiming to increase their direct sales<\/strong>.<\/p>\n

So, how can you improve your strategy to attract more leads? You can do so by considering a series of corrective measures we call the 3 Cs of lead generation<\/strong>: capture, conversion and classification.<\/p>\n

1. Capturing leads.<\/h2>\n

A lead, or a sales opportunity, isn\u2019t and shouldn\u2019t be just another contact that thickens your hotel\u2019s database. Think of your leads as people who are actively interested in your content<\/strong>. Because content in the digital world is precisely what travel consumers need.<\/p>\n

So, what do you need to do to capture these types of contacts? To capture quality leads that are appropriate for your type of business, you first have to apply a series of corrective measures to your content strategy. This means the content that appears and that you must work on in all your channels.<\/p>\n

Buyer profile identifier.<\/strong><\/p>\n

You\u2019ve surely defined your markets, right? Do you know that your British customers\u2019 motivations are different from those of your Spanish customers, for example? Do you know which months work best for some and which for others? Or what types of services they generally prefer, etc.? Nonetheless, the term \u201cmarket\u201d is very broad<\/strong> and to improve your lead generation strategy, you must refine it a bit.<\/p>\n

In other words, you must polish your potential buyers\u2019 profiles a bit more in order to capture quality leads<\/strong>. After all, the idea is to narrow down the preferences of the consumers who are most likely to book rooms through your different channels, especially through your website booking engine. And this means considering only the users who are most likely to consume your content and products in your strategy, rejecting all the others.<\/p>\n

How? Through surveys, consultations at the hotels, the database guest ratings, a socio-demographic analysis of your online audience and automatic data capture tools such as social logins, your hotel\u2019s marketing team should be able to obtain contact data of value (Hotel Data)<\/strong> to establish these profiles and run the right marketing actions. But, you must remember this information can vary as your guests\u2019 consumer behaviours change: these profiles shall remain active.<\/p>\n

\"Quality<\/p>\n

Adjusting the content of your channels.<\/strong><\/p>\n

To adjust the content of your channels, you must think about the preferences of the users you should have defined previously in accordance with their consumer behaviours. Think about how each consumer has a different lifecycle yet comprised of the same phases. This cycle is known as the traveller\u2019s journey in tourism. It\u2019s comprised of the following phases: dreaming, planning, booking and experiencing.<\/p>\n

The content needs are different for each of them. As your potential consumers get closer to the booking phase, they\u2019ll begin to consume content related to your hotel. Nevertheless, there\u2019s a whole range of possibilities for attracting the right public during the dreaming and planning phases. You just need to think about your consumers\u2019 preferences and create attractive content using strategies such as SEO by optimizing the content for search engines (and for users in the early phases of the buying cycle).<\/p>\n

2. Lead conversion<\/h2>\n

As already mentioned, a lead is a sales opportunity, a contact, and in order for it to be a part of the database used by your hotel\u2019s CRM<\/a>, you must take two elements into consideration in your marketing and sales strategy: lead magnets and conversion tools. Why? With the GDPR<\/strong>, the possibilities of getting the contact information for consumers who wish to receive your notifications have been reduced. Yet, it\u2019s possible to work on lead conversion with these practices.<\/p>\n

Lead magnets<\/strong><\/p>\n

It was easier for users to subscribe to newsletters before. For a long time, these practices had become so common that many users nowadays have a fear of \u2018spam\u2019 and don\u2019t implicitly consent so willingly. So, you need these magnets – marketing tools that offer your potential customers value. After all, you must remember that one of the rules for getting quality contacts after the application of the new Data Protection Law is offering something of value. And that value in the hotel sector is found in content guides, personalized experiences and, of course, special offers and promotions.<\/p>\n

Conversion tools<\/strong><\/p>\n

Besides these magnets, you need tools to convert visits into leads but also for unregistered guests. Remember that the content and tools may be useful in all phases of your consumers\u2019 buying cycles, so you must not ignore the experiencing phase<\/em>.<\/p>\n