Personalization of content as the leading strategy of hotel brands

first_imgAccor’s digital strategy over the past five years has mainly focused on increasing direct bookings through a halo of luxury and exclusivity. So far, their personalization strategy has focused on customizing the experience during the experience, but also on revenue management. Magnuson Hotels Accor Marriott Marriott directs most of its artificial intelligence through the Bonvoy mobile app. Based on user data, intentions, and attribution data, the application makes complex recommendations regarding the destination offer. Another major initiative is Marriott’s partnership with Salesforce to launch a customer recognition platform, which provides a view of each guest’s profile. The goal is to gather all customer interactions so that Marriott staff can act on the information received. Storing this data also allows Marriott to serve digital content based on behavioral and demographic data. Best Western Consumers require a personalized experience. Airbnb has invested heavily in artificial intelligence to learn from the bookings of their “Experiences” program upon completion of the accommodation reservation. “Historical data show that Japanese travelers, when visiting Paris, prefer lectures and workshops (such as perfume making), while American tourists prefer experiences with food and drink,” explains one of the scientists on the machine learning project. But interestingly, the Airbnb homepage is not personalized for unsubscribed users who have recently searched, but is static. Caesar’s IHG Companies today have more data than ever before to launch personalization. And the good news is that personalization and artificial intelligence are still in the infancy of most hotels and catering companies. So the field is wide. Hilton recently hired more than 150 scientists to help collect more than a billion data a day. One of the main areas of activity is their communication via e-mail, which now functions as an automatic one-on-one communication. “Today we send fewer e-mails than before, but engagement and key business indicators are better. More e-mail does not result in higher revenue – personalized mail and communication result in higher revenue, ”said Wesley Albaugh, Hilton’s personalization manager. Approximately 80 percent of digital personalization is done via email communication, so it’s no surprise that Hilton has invested in optimizing this channel. All IHG marketing communications, whether via email, SMS or Facebook Messenger, come from a single platform so that personalization and contextualization can include centralized analytics. They are also integrated with language processing tools to improve the “virtual assistant” and shorten customer service query processing time. Radisson Caesar’s, like many other Las Vegas brands, had to rely on innovation to attract younger consumers who are not interested in gambling. Their technologies use a deep learning algorithm that creates an “emotional profile” of customers and communicates to each individual, via e-mail, in an appropriate manner. These personalized messages led to a 12 percent increase in email openings. And Choice “threw himself” into the waters of artificial intelligence to optimize revenue. “Even the results of the small investment in artificial intelligence have been outstanding,” explains Terrilin Tourangeau, director of loyalty marketing. Best Western was the first large hotel chain to launch artificial intelligence ads aided by IBM’s Watson program. Also, since 2014, they have been using personalized email communication as well as geolocation. Personalization has become one of the primary digital strategies in the tourism sector. So at least many travel companies claim. But whether personalization is really implemented in the digital structure of online platforms, we will check in the analysis of emails, landing pages and ads conducted by the Hospitality Net website. Magnuson plans to simplify basic personalization with the ability to select a location at the top of their website. However, it is unclear which new content will be delivered after the search. Hilton Airbnb Their interactions with brands like Amazon have become standard – they want a customized experience that anticipates their wants and needs. Amazon makes about 35 percent of its sales through a referral mechanism. Choice Hotels In 2018, Radisson appointed Accenture as a global experience agency to use the data obtained for targeted campaigns. The agency said it plans to increase traffic with selected content and implement a “chatbot” specifically designed for event planning and meetings. Source: Hospitality Net Cover photo: Pixabay.comlast_img read more

Conservative young cautious on sex education

first_imgSunday Star Times 8 Jan 2012Sex education could be too much for conservative Kiwi youths, a new poll has found. A nationwide poll of 600 people aged 15-21 found they held conservative views on sex issues. Only 19 per cent agreed that schools should teach safe sex, rather than abstinence and the consequences of sex, while 42 per cent wanted a combination of both – especially older teenagers. The poll was done by Curia Market Research for Family First New Zealand – a conservative values lobby group. Director Bob McCoskrie said the results were a direct reproach from young people against “safe sex” messages around condoms, and that “everyone is doing it”. “Many parents were horrified last year when details of what was being taught surfaced. Sex education has been an utter failure.” He said New Zealand had one of the highest teenage pregnancy rates in the OECD, disease rates were “out of control”, and the number of teenage abortions continued to rise at the same time as some groups were saying as long as a condom was used you could do what you liked in terms of “promiscuity, experimentation, and fringe behaviours”.Family Planning chief executive Jackie Edmond said it was no surprise young people wanted comprehensive sex education. “Young people do better with sex education that is a whole range of components, not just one.” But she said no organisation advocated safe sex alone, and lessons included being taught about negotiation, delay and relationship management.http://www.stuff.co.nz/life-style/wellbeing/6226549/Conservative-young-cautious-on-sex-educationAnd the response???Lift in teen STDsNewstalk ZB 8 Jan 2012There is a feeling changing the way teenagers are taught sex education would see a lift in the number of young people with STDs. Lobby group Family First have made calls to revamp the way sex education is taught in schools. The calls follow a recent survey of 600 15 to 21 year olds, which quizzed them about sex education, the rights of the unborn child, and teenage pregnancies. Youth health expert Sue Bagshaw says telling kids they cannot do something makes them more likely to do it. She says research shows teenagers in the US who’ve had the abstinence message preached to them are more likely to go out and run amokhttp://www.newstalkzb.co.nz/auckland/news/nbhea/1462731373-Lift-in-teen-STDslast_img read more