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

US bank profits plunge 70% on coronavirus loss provisioning

first_imgThe amount of non-current loans rose 7.3 percent from the previous quarter, the biggest increase since 2010.Despite the setbacks, FDIC Chairman Jelena McWilliams said banks had been able to effectively serve clients in the downturn, and were a “source of strength for the economy.”“The FDIC was born out of a crisis, and we now find ourselves in the midst of another unprecedented period,” she told reporters.As many investors cashed out of the stock market, banks saw a $1.2 trillion, or 8.5 percent, spike in deposits from the previous quarter.Loan balances also jumped as companies tapped credit lines with banks, led by a 15.4 percent increase in commercial and industrial loans.The total number of “problem banks” monitored by the FDIC increased for the first time since 2011, growing from 51 to 54 firms in the first quarter.Topics : US bank profits fell by 69.6 percent to US$18.5 billion in the first quarter of 2020 from the year prior as banks felt the economic impact of the novel coronavirus pandemic, according to data from a banking regulator.The Federal Deposit Insurance Corporation reported that “deteriorating economic activity” caused lenders to write off delinquent debt and set aside billions of dollars to guard against future losses. Over half of all banks reported a profit decline, and 7.3 percent of lenders were unprofitable.The new report, the first government survey of the industry since the pandemic shut down large parts of the economy, shows banks set aside $38.8 billion to cover potential loan losses in the future, up nearly 280 percent from the year prior. The amount of loans banks charged off as delinquent was up nearly 15 percent, driven by an 87 percent increase in charge-offs for commercial and industrial loans.last_img read more