The Hotels Network Launches CRM Targeting to Take Hotel Website Personalization to the Next Level



Barcelona – The Hotels Network (THN), a full-stack direct growth platform for hotels, announced its latest product development: CRM targeting. The goal of this launch is to enable hotel brands to apply advanced targeting rules based on user profile data to create a fully personalized website experience.

For the first time ever, hotel marketers can now use everything they know about their guests to improve the online reservation journey. Additionally, hotels can combine CRM targeting rules with any of THN’s existing behavioral targeting options, such as booking dates or length of stay. With this powerful combination, website visitors can now display hyper-relevant messages at critical points throughout the booking funnel, which directs them to a booking and ultimately drives direct conversions.

How does CRM targeting work?

A data layer, which is technically a JavaScript object, allows you to process and pass data about website users to other applications. With CRM targeting, hotels can use any relevant information stored as key values ​​in the data layer to segment visitors. By using effective website personalization techniques, hotels can then deliver an optimal digital experience for each individual user, leading to remarkable results.

Opportunities with CRM targeting are endless. One obvious use case is to personalize website messaging based on loyalty program information stored in the data layer, such as membership level, gender, age, interests, or average value. of the reservation. Imagine a visitor arriving at your hotel site and seeing an exclusive offer only for Silver Club members, who have used the spa facilities on a previous stay, and which is only available on specific last minute dates they are looking for. Very tempting!

Juanjo Rodriguez, Founder of The Hotels Network, commented: “We are delighted to be the first company in our space to allow hoteliers to use the information stored in their CRM in this way. Now more than ever, hotel brands understand the importance of winning back their fair share of direct bookings. With CRM targeting, we give hotel marketers the ability to show users dynamic, highly targeted content to create an engaging direct booking experience that drives growth through higher conversion rates and higher ADR . “

About the hotel network

Working with more than 10,000 hotels worldwide, The Hotels Network offers its customers a comprehensive growth platform to fuel their direct channel. By leveraging a suite of built-in tools and analytics, hotel brands can attract, engage and convert guests across the user journey.

In addition to price comparison, review summary, and a full suite of customization options, THN’s Oraculo product leverages machine learning techniques to predict user behavior, then automatically personalizes the message and l offer for each user. The company’s latest innovation, BenchDirect, is the first benchmarking product for the direct channel, providing hotels with unprecedented competitive data that completely changes the rules of the game.

THN’s mission is to improve the online booking experience, develop direct bookings and strengthen the relationship between hotel brands and their customers.

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