Customer profiling sounds like a very private scan of your customers. But, it is a way of describing your customer in categories, so that they can be grouped for marketing or advertising purposes. When a business works with target advertising to a specific group, businesses can find more success in selling a particular product (DeVault, 2016). But, how does the hotel industry work with this and is this technique still possible in the future? In this blog I will write more about customer profiling in the hotel industry and discussing if it’s still essential for their business strategy.
The ideal customer
Identifying your target market by using broad demographic, psychographic and geographic data of your current customers, does no longer works. You will engage with broad marketing mediums to communicate with them and that can be changed with the technology of today. To attract more people you want, you have to know who your most profitable customers are. The most profitable customers can be identified by undertaking a process called ‘ideal customer profiling’ and represents who you want to purchase your products and services. The next characteristics you need to identify are:
- Exact age, sex, income, location, family status;
- What book they like to read, what TV shows they watch, their favourite food, their past hobby’s;
- What keeps them up at night, what gets them excited, what they value in life and why they value it.
By collecting this data you can define a persona who represents the type of customer you want to see more in your hotel business (Rowett, 2014). For now this is still working for the hotel industry, but I think customers can develop in their wants and needs and the hotel industry have to focus individually and not in groups.
The future of customer profiling
A customer profile that is built once, needs to be actively updated because it is only reflective of that point in time when the data was collected. We live in a time where we can use the technology to know our customer in detail. For example we can follow our customer in the field of behavioural targeting . We can target them by need or interest, received by their previous browsing activity. In the future it is possible to work with contextual targeting. It enables you to find consumers based on where they are interacting with related content. You will work with the program of Google: Google Content Network. You can buy a text ad targeted to a keyword or you can also get real-time placement on hundreds of pages covering content related to the chosen keyword across Google’s network or other sites (Neuner, 2012).
So, we can conclude that based on the new technologies and developments of programs, we can go more in depth within a customer profile. If you create the ideal consumer profile with the new technologies, you will reach you customer better and will get in personal touch with them.
DeVault, G. (2016, August). Consumer profile: defining the ideal customer. Opgehaald van thebalance: https://www.thebalance.com/consumer-profile-defining-the-ideal-customer-2296932
Neuner, C. (2012). the future of consumer profiling is here. Opgehaald van DTC Perspectives: http://www.dtcperspectives.com/wp-content/uploads/2012/…/Neuner-ConsumerProfiling.pdf
Rowett, P. (2014, August). Ideal customer profiling . Opgehaald van Tourismeschool: http://tourismeschool.com/ideal-customer-profile-persona/