Hotels have the ‘home field’ advantage: they know who is coming to their hotel website, and they should be personalizing the content according to this data. Here’s an example of how a full-service resort in Florida should be dynamically personalizing content, based on the type of website visitor: - Family travel planner: visual and textual content should be all about family fun; promotional content should focus on family packages, specials and family-friendly accommodations and activities. - Corporate meeting/retreat planner: content on the site should “scream” meeting-friendly resort with customized imagery depicting corporate retreats, conference facilities and team-building events. Textual content should describe the resort as the ideal meeting destination, emphasizing meeting facilities and amenities. Promotional content should focus on complete meeting packages, hot dates, and other corporate group promotions. Same website, completely different, personalized experience. Multiple E-commerce research companies have found that the more relevant a website’s content is to the user, the more it resonates with user preferences and purchasing behavior, translating into higher conversions on the website. Companies that are personalizing content, promotions and user experiences on their websites are reporting uplifts in E-commerce sales as high as forty percent. Get the full story at the HeBS Blog