In general, customers bet on hotels integrated into the environment and destination, which open their doors and facilities to activities that help to energize the community. At Eurostars Hotel Company they have analysed this behaviour and have begun to implement some initiatives aimed at promoting partnerships between the accommodation and its local community.
There has been a lot of talk about the transformative capacity of artificial intelligence, but sometimes we get so far away from reality that we miss really useful applications for our business.
If there's a fashion theme in the hotel sector, and in the world, it's the IA. Since his boom a couple of years ago, there's nothing else to talk about. The IA is expected to contribute 3.5% of global GDP by 2030.
However, it seems that we always focus on the great transcendental changes that artificial intelligence will bring about in the hotel sector, when in parallel great-value developments are taking place that are making a difference.
And we in Maarlab We have focused on providing more intelligence to hotels from the knowledge of the air ecosystem, allowing them to connect with their potential customers.
Air prediction as a direct sale lever
As part of the ecosystem Oceanflights, our Hotel + Flight solution for any resave engine, we have developed a tool that uses predictive algorithms to provide the hotel with all the knowledge of air connectivity: Oceanlights Marketing.
The core of the tool is in the Opportunities Report, which detects the real demand of the air ecosystem by destination and origin, providing hotels with strategic information to anticipate purchasing trends and plan more effective and efficient marketing actions.
For example, the image shows the Opportunities Report with a destination Tenerife and in it we see several areas in red. It is those boxes that we must pay attention to, while it is where the air demand is highest for a route. If we want to make a campaign to catch customers at this year's Holy Week, we must stop at the Tenerife routes that go from Norwich, Geneva and Reykjavik, etc.
On the other hand, Oceanflights Marketing also has the Dynamic widgets, which are intelligent modules powered by the report data that are directly integrated into the hotel's website and show, in a custom way according to the customer's IP. In particular, each widget shows a Hotel + Flight offer with a destination image and a CTA that directs the customer to the quote.
The new paradigm of digital marketing
Tools like this not only put names and surnames to the IA applications in our sector: they also mean a before and a later in the way the hotel makes marketing and revenue, while you can optimize your actions through the microsegmentation.
The hotel stop thinking about countries, to start seeing routes, cities and airports. This is when the hotel raises its marketing actions to a new level of efficiency and effectiveness.
He understands exactly how much it costs a customer to visit his hotel, both to whom he buys a tourist package on our website and to whom he does it by buying the accommodation on our website and the flight on the airline's website.
This is the microsegmentation that allows us to ads are more relevantwhich are essential for increasing conversion. The data is clear: companies receive up to 25% more clicks when their customers have exposure to relevant ads.
And what can be more relevant to a traveller than to offer you your holiday a single click away and directly on your own website?
