Traditionally, hotel websites have served the same content to all site visitors regardless of their preferences, demographics, and even geographic location;
Every website visitor is served the exact same textual and visual content as well as promotional content in the form of special offers, packages, opening slides, marketing messages, promo tiles, and more.
Some bigger hotel brand websites provide language, content and pricing personalization based on the user’s affiliation with a loyalty program or IP address to better differentiate their offering in certain markets (e.g. domestic vs. foreign; U.S. vs. UK, etc.).
Static Website Content – One Size Fits All?
Hoteliers need to customize the content on their websites to fit the interests and preferences of different demographic and geographic audiences. The more relevant (read custom, dynamic) content you deliver to your website visitor, the higher the level of engagement, conversions and revenues. Hotels have the ‘home field’ advantage: they know who is coming to their hotel website, and they should be personalizing the content according to this data.