Targeted Data Collection Can Boost Hotel Marketing Efforts
Data Collection Should Prioritize Quality Over Quantity
DALLAS — Effective marketing efforts rely on quality data, and hoteliers need to be doing the most to amass and utilize data on their guests, according to panelists at the 2021 HSMAI Marketing Strategy Conference.
Speaking during the "First-Party Data: Optimizing the Opportunities and Mitigating the Challenges" session, Boston Consulting Group Principal Adam Goldberg said it's important the data hotel companies collect actually reflects how guests behave rather than just broad demographics.
"It's not just demographics, not just purchase history, but also things about how they engage with your product and getting your experience," he said.
