For anyone new to Google Analytics, or confused by the concept of profiling guests, Clockwork Marketing’s data expert Pete Stevens has some excellent tips to share.
Whether you run a luxury or budget hotel, one thing all successful venues have is an understanding of guests’ needs. A good part of this comes from direct experience, but one of the great advantages of the digital age is that we can discover a heck of a lot about customer preferences by using today’s online tools.
So why is it so important to identify types of guests?
Put simply, today’s guests are individuals who want to feel unique and they expect their visit to your property to me memorable. Some elements of your hotel need to inspire and excite, while other aspects need to be practical and function perfectly. The same is true of your hotel website. Website visitors need to be inspired to book, and to help them do so, the process of booking needs to be as a straightforward as possible.
Understanding the make-up and characteristics of the individuals who browse your website is key to ensuring that the messages and images you use chime with your audience to help inspire them, whether they are young couples looking for action and adventure, or retired guests wanting to experience great cuisine and country walks. Additionally, insight from your visitor demographics can also be used to drive precision targeted digital marketing activity to your website.
So how do you profile your guests?
One of the great benefits of Google Analytics is that it has a set of built-in reports and additional data to help you profile your website visitors in a smart, non-intrusive manner. Those all-important facts and figures that will be relevant for most hotels include their visitors’ age, gender, interests, device usage, time of visit and day of visit. A collection of this data can be used to create website personas for targeting with digital marketing.
Let’s look at the data from one of the hotels we work with; a large beachside hotel, spa and wedding venue.