There is a huge drawback in the way hotel websites traditionally work on digital platforms. Most of the time, they serve redundant old content to their visitors. It never bothers them that these visitors may have different demographics, geographical locations, preferences, etc. Irrespective of these differences, every visitor gets to see the same content, same images and also the same promotional offers like discounts, special packages, promotions, and so on.
A few of the renowned brands do provide personalization in their content, language, and cost features based on the IP address a user is logged in from. This is specially done to differentiate between a foreign customer and a domestic one (e.g. U.S. vs. Spain).
Traditional Static Website
The traditional style of creating static, one-size fits all website can no longer cater to customers from different demographics and locations. Hoteliers need to customize the content on their websites to suit the interests of customers from different cultures and territories. The more customized and dynamic the website content is, the higher is the level of customer engagement and, hence, better brand loyalty. With hotels, there is home advantage; they can keep record of who is visiting their website and can use it to optimize their content according to the data ready at hand.
Different research companies in the e-commerce domain have found that high relevancy of content to its user resonates better with purchasing behavior and user preferences. Personalized content can thus help in converting more leads from the website. Companies practicing content personalization, improved user experience and promotions on websites have been found to have higher e-commerce sales output.
Personalized Content is the need of the Hour
With personalization of content, relevant and unique content — visual, promotional, and text-based — can be delivered to visitors based on their geographical location, demographics, behavior of moving on the website, etc. The strategy works using different tactics, beginning with providing content that is most relevant based on the data assembled from the record and also the freshly procured data.
The Era of Dynamic Website Personalization
There are companies that are extremely proud of their big data which they leverage through user information for identifying the exact purchasing and browsing behavior of a user. Hoteliers can similarly use small data to identify user attributes and then redo their websites accordingly to meet user preferences. This is one big opportunity hoteliers haven’t used as yet. Using dynamic personalization can be one of the smartest ways of shifting the market’s attention from other big competitors who are yet to exploit this aptitude in content management system (CMS).
When shopping for redesigning a website, get a CMS with dynamic personalization of content that helps the site to offer user experiences that are personal as it will most likely have the highest visibility among users. This is a unique as well as relevant strategy of delivering content to site visitors which not only gives a competitive edge but also, is a pioneering venture.