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

McCarthy left out of Ireland squad

first_img “I’ve had quite a bit of stick from my mates but you can’t put a price on international football. “You have to make sacrifices and I would never jeopardise my chance of playing for my country.” He added: “My wedding is right in the middle of it. “So I’ve spoken to the manager and goalkeeping coach, who have both been really good about the situation. “I’ve been given a few days off for the wedding, which means I miss one match against Italy, and am then able to meet back up with the squad after. “My fiancee is okay with it all and says it’s a good opportunity for me. “We’ve delayed the honeymoon and she will meet me out in America after the final games to start from there. “It’s not what we’d planned but we will still enjoy it.” Squad: David Forde (Millwall), Rob Elliot (Newcastle); Richard Keogh (Derby), Marc Wilson (Stoke), Seamus Coleman (Everton), John O’Shea (Sunderland), Alex Pearce, Stephen Kelly (both Reading), Damien Delaney (Ipswich), Shane Duffy (Everton), Ciaran Clark (Aston Villa), Stephen Ward (Brighton); Jeff Hendrick (Derby), Glenn Whelan (Stoke), Paul Green (Leeds), Aiden McGeady (Everton), Anthony Pilkington (Norwich), James McClean (Wigan), Stephen Quinn, David Meyler (both Hull), Wes Hoolahan (Norwich); Robbie Keane (LA Galaxy), Shane Long (Hull), Daryl Murphy (Ipswich), Jon Walters (Stoke), Kevin Doyle (QPR), Anthony Stokes (Celtic), Simon Cox (Nottingham Forest), Conor Sammon (Derby). Everton midfielder McCarthy, West Ham defender Joey O’Brien – who had already been released from the squad so he could concentrate on his own fitness programme – and Birmingham goalkeeper Darren Randolph are the trio missing from the original 32-man group O’Neill named earlier this month. There is also no place for Stephen Ireland, despite O’Neill having hinted the Stoke midfielder could be drafted in. Boss Martin O’Neill has named his final 29-man squad for the Republic of Ireland’s end-of-season friendlies, with James McCarthy among those from the provisional party to be left out. The squad is for four friendlies, against Turkey at the Aviva Stadium on May 25, Italy at Fulham’s Craven Cottage on May 31, Costa Rica in Philadelphia on June 6 and Portugal in New Jersey on June 10. O’Neill – who, since being appointed to the job last year, has overseen a win against Latvia, draw with Poland and loss to Serbia, all in friendlies – said: “I am looking forward to working with the players over the coming weeks which will be important as we work towards our opening (Euro 2016) qualification matches in September. “The matches will be about getting to know the players better and changing them around a little bit in terms of personnel in different matches.” Newcastle goalkeeper Rob Elliot – one of two uncapped players in the squad along with Everton defender Shane Duffy – is missing his own stag-do as a result of being part of the group. Elliot will miss out on a trip to Las Vegas with 16 of his friends although he has got some time off, meaning he will not be involved for the Italy fixture, so that he can be present for the wedding itself. “All the lads are heading off without me (to Las Vegas),” Elliot told “We planned the stag do more than a year ago, before I had any involvement with Ireland. “At least there’s a good reason why I’m not going on my own stag do, and I will be able to look back at it and laugh. Press Associationlast_img read more