A hotel’s success in the digital age depends not only on attracting customers, but doing so intelligently and efficiently. The key to maximizing direct bookings and guest loyalty lies in automation and advanced segmentation.
In this article, we explore how artificial intelligence (AI) and automation tools enable hotels to effectively engage, convert and retain customers, based on strategies applied by Digisap in hotels in Medellin and Colombia.
1. Why are automation and segmentation key in hotel marketing?
Traditionally, hotels relied on OTAs to fill their rooms, paying high commissions. Today, with automation and advanced segmentation, hotels can:
✅ Reduce costs: By targeting only the customers most likely to convert.
✅ Increase efficiency: By automating repetitive tasks and improving the customer experience.
✅ Personalize communication: Sending offers and promotions based on customer profile.
✅ Increase retention: By building guest loyalty and promoting future bookings.
2. Hotel Marketing Automation: How It Works
Hotel marketing automation enables digital strategies to be more accurate, faster and more effective. Some of the key applications include:
🔹 1. Automated Email Marketing
📌 What is it?
The use of platforms such as HubSpot, ActiveCampaign or Mailchimp to send personalized emails based on guest behavior.
📈 Benefits:
✅ Booking reminders and post-stay follow-up.
✅ Recovery campaigns for abandoned bookings.
✅ Personalized promotions for recurring guests.
📊 Example of success:
🏨 Haven Medellin: Increased their conversion rate by 35% in 3 months with automated emails for customers who abandoned the booking process.
🔹 2. Chatbots and Automated Customer Service
📌 What is it?
AI tools and chatbots that answer frequently asked questions and facilitate real-time bookings.
📈 Benefits:
✅ 24/7 attention without the need for additional staff.
✅ Immediate response to queries on WhatsApp, Facebook Messenger and the website.
✅ Integration with booking engines to close sales without human intervention.
📊 Example of success:
🏨 Binn Hotel: Reduced response time to customers interested in booking by 50% thanks to a chatbot on its website and social networks.
🔹 3. Remarketing and Automated Retargeting
📌 What is it?
Strategy that displays personalized ads to users who visited the hotel’s website but did not complete a reservation.
📈 Benefits:
✅ Re-engage interested customers to increase conversions.
✅ Display dynamic offers based on travel date or user preference.
✅ Increase return on advertising investment.
📊 Example of success:
🏨 El Cielo Hotel: doubled its bookings in 3 months with retargeting campaigns on Google Ads and Facebook Ads.
🔹 4. CRM and Automated Customer Management
📌 What is it?
Platforms such as Salesforce, Zoho CRM or HubSpot allow you to organize customer information and personalize communication.
📈 Benefits:
✅ Accurate tracking of each guest’s behavior.
✅ Creation of segmented profiles based on booking history.
✅ Automation of personalized messages and offers.
📊 Example of success:
🏨 Irotama Hotel: Improved loyalty by 40% with a CRM that managed recurring customers and sent exclusive offers.
3. Smart Segmentation: How to Attract the Right Customer
Advanced segmentation allows hotels to target their campaigns to the customers with the highest conversion potential, instead of mass advertising without precision.
The segmentation strategies applied by Digisap include:
🔹 1. Behavioral segmentation
📌 What is it?
Split customers based on their interaction with the website, ads or emails.
📈 Example:
✔ Users who visited the website but did not book → They are shown a retargeting ad with a special offer.
✔ Frequent guests → They receive exclusive loyalty discounts.
🔹 2. Geographic Segmentation
📌 What is it?
Target campaigns based on user location, ideal for attracting international or local tourists.
📈 Example:
✔ Customers in USA and Europe → Campaigns in English with promotions for long stays.
✔ Local tourists → Special offers for weekend getaways.
📊 Example of success:
🏨 Binn Hotel: Increased international bookings by 25% by customizing its advertising for U.S. and European travelers.
🔹 3. Segmentation by Travel Dates.
📌 What is it?
Identify users looking for accommodation for specific dates and offer customized promotions.
📈 Example:
✔ Users looking for travel in low season → Last minute offers with discounts.
✔ Customers who booked on the same date last year → Reminder with an exclusive offer.
📊 Example of success:
🏨 Haven Medellín: Increased low season occupancy by 30% with customized promotions based on date segmentation.
4. Measurable Results with Automation and Segmentation
📊 Impact of applying these strategies:
✔ +30% in booking conversion with automated email marketing.
✔ -50% in customer acquisition cost thanks to advanced segmentation.
✔ +40% in customer loyalty with CRM and automated management.
✔ Improved ROI on Google and Meta Ads campaigns with automated retargeting.
📈 Success stories with Digisap:
🏨 Haven Medellín: Increased direct bookings by 3X in 6 months with campaign automation and CRM.
🏨 Irotama Hotel: Reduced dependence on OTAs by 20% with segmentation of recurring customers and remarketing.
Automation and segmentation are the Future of Hotel Marketing
Digital strategies in the hotel industry have evolved. Automation and advanced segmentation are making it possible to increase bookings, improve profitability and build customer loyalty without manual effort.
🔹 Automation = Less work, more efficiency.
🔹 Segmentation = More precision, less advertising costs.
💡 Do you want to implement automation and segmentation in your hotel to maximize direct bookings?
📞 Contact us at www.digisap.com and schedule a free consultation. 🚀
