Direct marketing has proven to be highly successful with the advent of new technological innovations.
Understanding your customer’s motivations to buy and remain loyal has stemmed from sophisticated profiling tools. Improved use of guest history information and use of the internet to capture a customer’s preferences has allowed a more targeted database of prospective customers when preparing a direct marketing campaign. Customer relationship management technology available to hoteliers assists to detail guest information retained in the hotel’s property management systems.
Criteria including socio-demographics, guest requests, sales trends and geographical data managed within a databank provides hoteliers with a precise ability to segment targeted groups applicable to the desired objective of the campaign.
Avoiding excessive expenditure of valuable marketing funds is the prime benefit when applying profiling technology, successfully targeting desired market groups.
id Services Australia incorporates database management, customer profiling and targeted communications as an essential adjunct service within all tourism operations as a standard procedure. It is recommended all id Services Australia clients allocate a Privacy Officer to ensure lawful integrity of stored information and commitment to cleaning and maintaining data held within the property management system.