Messaging and online interactions specifically tailored to individuals are more likely to convert to bookings and increase important metrics like time on site, according to experts speaking at the 2019 HSMAI Digital Marketing Strategy Conference.

Adele Gutman, VP of sales, marketing and revenue for the Library Hotel Collection, noted her company doesn’t “have the big budgets of major chains to apply very expensive customized technology to our platforms.” So instead her company strives to reach a level of personalization by focusing in on the guest experience and making sure “every guest feels like what we’re offering them is designed personally for them.”