In the future, hotel guests will expect their stay to be personalized around a set of choices they make at the time of booking or prior to arrival. Hoteliers must be able to meet those expectations.
According to Amadeus IT Group’s 2013 report, At the Big Data Crossroads, 4 in 10 travelers are willing to share data in the interest of personalization. They want to be served personalized digital experiences to support their actual vacation experiences.
So, if MGM Resorts knows its customer is in Vegas, for example, then Geoff’s team wants to deliver a personalized experience at a more granular level while they are onsite. Can they identify whether a visitor is in the Bellagio? Yes! Geo-fencing gives marketers an opportunity to locate their audience members. One method, using Adobe Target, takes only four short steps to identify, connect, and engage with consumers when they are on the move:
1. Determine coordinates/locations for geo-fences;
2. Create your HTML5 script to read location - take a user’s location and insert it into a target variable;
3. Create an audience within that geo-fence; and finally,
4. Launch the campaign and monitor results.
Additionally, with these geo-fencing capabilities, organizations can understand how many visitors have accessed a site from a competitor’s location. This could present an opportunity to offer entertainment options to get them to come to an MGM resort.
Get the full story at Adobe's Digital Marketing Blog
Download the "Hotels 2020: Beyond Segmentation" report at Amadeus (PDF 963 KB)