The key elements of a successful personalisation strategy: drop by my panel discussion at the Boutique Hotel and Lifestyle Summit

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Posted by Frank Reeves on: 2017-05-16 17:28:16Avvio  |  Booking Engine  |  Digital Marketing

Boutique and lifestyle hotel summit 2017

If you’re attending the Boutique Hotel and Lifestyle Summit in London on 23 May, drop by my panel discussion on personalisation. I’ll be joining Amir Segall, VP International of Hotel Tonight and Alexandra Bertram, from Custard Communications to discuss the key elements of a successful digital personalisation and content strategy.

As technology advances and travellers become harder to impress, hoteliers and other accommodation providers can’t expect to attract bookings with generic special offers and discounts. For millennials and especially Generation Z, who’ve grown up in the digital age and will soon become the dominant demographic, travelling has become less about the bargains and more about the experience. They seek the personal element, even with their eyes glued to their mobiles in the process! They expect you to know exactly what they want, and when they want it.

This is where personalisation comes in. By implementing an innovative online personalisation strategy, hoteliers can tailor the booking experience to each individual guest and incite them to make direct and repeat bookings. In the panel session, we’ll be discussing how to do this successfully.

Along with this panel discussion, the Boutique and Lifestyle Hotel summit will host a range of sessions on carefully curated topics to inspire, question and challenge hoteliers in the way they do business in 2017 and beyond. Organised by Boutique Hotel News, the conference will provide numerous educational and breakout sessions, along with case studies, exhibitions and valuable opportunities to network.

The event will be hosted at the luxurious Montcalm hotel in Marble Arch, London and will bring together over 250 independent hoteliers and industry leaders, all bursting with insight and expertise on the latest trends, technology and challenges faced by the sector. Times are changing, and this summit aims to prepare independent hoteliers for a successful future.

In order for any business to progress, it’s important to look back on past successes, to acknowledge strengths and learn how to improve further. So the evening before the event will shine a light on the successes from across the industry with the BoHo Guest Experience awards. Organised in conjunction with GuestRevu, the evening will celebrate the excellent guest experience provided by top boutique and lifestyle hotels in the UK. With awards to praise boutique, lifestyle and hybrid hotels of all sizes, from one room to fifty plus rooms, winners will be decided not by judges, but by the hotels’ guests, according to guest feedback on review sites and booking engines.

In the shortlist for the ‘UK Country and Coastal 51+’ Guest Experience award is Avvio’s partner, The Imperial Hotel, a Victorian four-star hotel in the seaside town of Llandudno, North Wales. With its exquisite bedrooms and suites, fine dining, fitness facilities and UV treated pool, The Imperial Hotel always offers a first-class service and a warm Welsh welcome. But up against the Old Thorns Manor in Liphook, Hampshire and Raithwaite Estate in Whitby, Yorkshire, will the Imperial win? Follow @BoHoNews on Twitter to keep up to date.

More about Frank Reeves

Frank Reeves has acquired a reputation for being the hoteliers’ brand.com champion. Since co-founding Avvio in 2002, Frank has led his team at Avvio to grow year-on-year, by developing cutting-edge technologies that enable hotels to drive outstanding growth in direct bookings, while reducing their dependence on online travel agency channels.

Under Frank’s leadership, Avvio has grown from strength to strength and has consistently delivered impressive results for hoteliers across Europe and the US. Avvio’s services now support over 400 hotels and serviced apartment operators to be more direct, and drive their online business forward. For more information on how Avvio can help improve your business and direct booking revenue, get in touch.


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