Capturing data (as much as possible via as little as possible).
Using data captured during the booking process and subsequent visit, you can start tailoring how you reach out in the future. If you capture demographic information – age, hobbies, and interests - by asking it explicitly via a registration or feedback form, you can start creating campaigns that will appeal directly to them. But you need to make sure you offer something in return – if people see a value they will part with their details.
If you have CRM data available you can make assumptions based upon their last visit – even the food eaten, upsells taken, rooms booked, number of guests, rides ridden or gifts purchased. It could provide additional information to drive reengagement.
Capturing travel via digital.
Key to attracting future visitors is having those who experience your offering capturing moments that have the ability to inspire other visitors. We have mentioned social sharing at the beginning of the journey, but it is here where that sharing of moments happen. Therefore, it’s the beginning of a circular travel journey.
Look to provide an easy way for visitors to keep their memories associated with your offering or brand. Equally, look at how you can encourage visitors to post socially when they are with you. Your next wave of visitors and travellers will be looking out for them.
Always look to embrace the digital traveller at all points of their experience with your destination. It's how you will remain successful in an environment which is being transformed by digital technology.
For more on digital tourism and the stages of digital travel, request a copy of the Guide to Digital Tourism.