Ways AI Can Transform Marketing

steveparkhurst | November 22, 2017 in Marketing | Comments (0)

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Cendyn has posted about a few interesting ways in which AI, or artificial intelligence, is changing hotel marketing. This is a brief post and the insights might prove invaluable to you and your business. We do not get paid by Cendyn, we are simply sharing some useful insights that you might consider, not only for marketing purposes, but for the future of artificial intelligence in general.

5 Ways AI Is Transforming Hotel Marketing

Artificial intelligence is enabling the hotel industry to do incredible things. From creating hyper personalized guest experiences to identifying unrecognized revenue opportunities, AI empowers innovation and growth by distilling information and deducing patterns into actionable insights.

At Cendyn, we help hotels apply this technology to the far corners of their organizations. With an AI foundation, hotel marketers can make better decisions, faster, even automatically, for the betterment of guests and the business. As such, here are seven ways we’re seeing AI transform hotel marketing:

Data-driven marketing 

Data has shifted the foundation of the hotel industry. Managers can now segment guest profiles to infinite degrees, creating a comprehensive picture of who’s staying at their properties. Managers can also track guest habits, interests, preferences and any unrecognized revenue opportunities or paths to stronger brand loyalty –– it’s all in the data.

Adaptive upsell offerings 

Understanding a guest’s preferences and buying patterns is not unlike predicting a stock price. Artificial intelligence engines not only unlock the future with past data, but create feedback loops so those improvements always build on themselves.

No more courting attention with shotgun-approach emails, ads and commercials. Marketers are shifting from a pattern of interruption to weaving offers and touchpoints into the guest’s life on and off property.

Constantly evolving segmentation 

Each step of the guest lifecycle contains finely-tuned datapoints; reason for travel, booking date, date of last stay, amenity preferences, activity preferences, dining habits, total spend, not to mention personal datapoints like email, address, birthdate, education, income, job title, primary language and marital status –– even listing them all feels overwhelming. But these pieces fit into one constantly changing puzzle that intelligence algorithms analyze with ease.

Enhanced guest profiles

Guest data must go far beyond email, age and address. Central data intelligence warehouses can weave disparate databases and create a “Single Version of Truth,” which includes guest history, value, preferences, behavior, satisfaction, and intent.

Hotel systems for property management (PMS), point of sale (POS), central reservations (CRS), call center, food & beverage, and spa all contain the data to improve guest experiences and build loyalty.

Customization across the guest experience 

Take the confirmation email, a baseline practice for any hotel. Customization is key. “Thanks for your reservation, John. We look forward to seeing you.” But with artificial intelligence engines understanding John’s history, the next time he makes a reservation –– without human intervention –– that email can read, “Thanks for staying with us again, John. We reserved you a room facing the pool. Click here if you’d like to book a discounted massage at the spa,” and contain images most relevant to John’s lifestyle.

Interested in learning how Cendyn’s hospitality marketing solutions can help you succeed? Schedule a demo and free business consultation today.

Office Depot Does Not Miss A Celebration Day

steveparkhurst | September 29, 2017 in Marketing,Promotional | Comments (0)

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If you are a coffee enthusiast, your email inbox around September 29 has started to fill up with emails about National Coffee Day. This happened with my email, with emails from the usual suspects: Starbucks, Krispy Kreme, Dunkin’ Donuts, McDonald’s…places like that. I noticed an email arrive from Office Depot imploring me to “Celebrate National Coffee Day” and even included the coffee emoji ☕. I have to admit in the first millisecond my mind thought “hmmm, I would not consider Office Depot in the list of many possible places that I would go for a hot cup of coffee.” But then I thought, “well, they could sell the condiments and maybe even bags of coffee,” I have never personally noticed these things at Office Depot.

Sure enough, opening the email revealed that they were indeed offering all things coffee for 30% off: sweeteners, creamers, K-cups, ground coffee, everything you might expect to find in an office coffee station. This was really a great way for Office Depot to reach out to the email without a typical Friday promotion of some sort, they tied in with a celebration day and made their brand a part of it.

Office Depot National Coffee Day Ad

If you did something creative or saw something creative, leave a comment and tell us more.

McDonald’s in the U.K. Pokes Hipsters with McCafe Ad

steveparkhurst | February 22, 2017 in Branding,Earned Media,Marketing,Promotional,Visual | Comments (0)

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McDonald’s in the United Kingdom has a clever new ad that really makes hipsters look, well, hipsterish.


From AdAge:

Watch this spot for McDonald’s McCafe from the U.K. and you’ll wonder why you ever went to an achingly trendy hipster coffee bar.

The ad, created by Leo Burnett London and directed by Tony Barry at Knucklehead, pokes fun at a ton of things you’ll wincingly recognize — miniature cups, confusing menus, extortionate prices, coffees that come in jam jars with straws, weird brewing methods, pretentious WiFi passwords, cafes where you can’t sit down but you can play table tennis.

The increasingly confused customer finally ends up in a McCafe, where he can get a nice normal coffee and sit down at a table without paying a fortune for a tiny drink and an artisan cake. Nice work (and it might even inspire hipsters to try a McCafe in future).


Two Notes From a Dollar General Visit

steveparkhurst | December 23, 2016 in Advertising,Marketing,Promotional,Visual | Comments (0)

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New readers might want to note that in late 2012 I lamented a Valentine’s display that I saw just three days after Christmas. I stopped into a Dollar General on December 23 of this year for some last minute Christmas decorations and Christmas candy.

My visit was notable here for two reasons:

    1. I always find these “not-to-be-seen-by customers” store display layouts for the managers and employees to get things set up according to the higher-ups.
    2. Today is still two days before Christmas, and they already have their Valentine’s Day stuff ready to sell, and it’s not like I caught them in the middle of setting this up, it was completely decked out.
      Dollar General Valentine's Before Christmas


Election Day Free Coffee Promo

steveparkhurst | November 8, 2016 in Marketing,Promotional,Visual | Comments (0)

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I was glad to run across this image today, one in which the “free coffee” on “election day” was visible, but not the ad of a specific company. What do you think of this type of promotional idea? If you have tried this in your business, has it worked?

Free Coffee on Election Day

Shipley Do-Nuts Plays on Words

steveparkhurst | August 11, 2016 in Marketing,Pinterest,Promotional | Comments (0)

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Nicely done Shipley, nicely done.

Interesting Goodbye to VHS

steveparkhurst | August 7, 2016 in Advertising,Visual | Comments (0)

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Bravo Shipley Do-Nuts in Houston

steveparkhurst | July 22, 2016 in Earned Media,Promotional | Comments (0)

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This is great to see, Shipley Do-Nuts showing some appreciation for our police officers. If you know if other businesses doing this sort of thing, please let us know.

Amazon + Prime Day = Boss!

steveparkhurst | July 12, 2016 in Books,Branding,Earned Media | Comments (0)

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Drudge: Google Search Favors Hillary Clinton?

steveparkhurst | June 9, 2016 in Advertising,Branding,Content Marketing,Earned Media,Marketing,Visual | Comments (0)

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The deeper story here is about content and SEO and getting information in the right places at the right time.