Author name: lhansen@ascent360.com

The holiday season is a goldmine for the hospitality industry, offering a unique opportunity to significantly boost revenue and occupancy rates. To make this happen, though, hospitality marketers need to strategically plan their timing, build unique campaigns, and use resort data to segment their guests by behavior and preferences. Holiday marketing is most effective when you add a personal touch and make it memorable for your guests.

There are a lot of nuances that come with running a venue — whether that be a boutique hotel, resort chain, event center, or restaurant — that can make things complex for a property manager. Pulling together an event using manual processes and overwhelming to-do lists can have a negative impact on the execution of the event, the guest experience, and potential revenue.

In the hospitality industry, one of the most fundamental aspects of enhancing guest satisfaction, driving customer loyalty, and staying ahead is understanding your guests and their needs. Appealing to your guests’ emotions and building a strong connection with them is crucial as humans tend to act and/or buy based on their emotions, then justify that purchase with logic later on.  

In a recent webinar, Ascent360 CEO, Scott Buelter was joined by four marketing leaders from Pacific Group Resorts, Inc. (PGRI) and affiliated resorts Mt. Washington, Jay Peak, Wisp and Wintergreen. As part of the discussion, they shared the importance and immense potential of data-driven marketing in the hospitality industry & provided valuable insights into how they’ve maximized the effectiveness of their marketing, both on the conglomerate and individual resort level, by harnessing the power of their guest data.

Your resort has so many points of inbound data (from lodging, to spa, to golf to food & beverage) which can lead to scattered, disparate data—or data silos—that prevent you from reaching your guests at the right time with the right message. Luckily, with the appropriate tools in place, you can make meaningful connections with your guests, break down those data silos, and capitalize on additional revenue opportunities.