Personalizing content based off of customer personas has become an important tactic when converting consumers online, especially those browsing travel. According to DemandGen Report, leads who are shown personalized content produce a 20% increase in sales. This suggests that taking advantage of big data and building customer personas will increase hotel bookings. These are the steps involved when building and leveraging customer personas:

1. Include the following information: location, age, gender, income, education, family, interests, goals (when browsing accommodations,) values, concerns and anything else that may be relevant when determining what you should be marketing and to whom.

2. This information can be gathered in numerous ways. First off, looking through your website analytics can prove to be valuable as an abundance of information about your audience is available to take advantage of. You can also ask questions on social media to find your audience and gather information about what they are looking for in addition to conducting surveys and interviews.

3. Determine what these specific personas are looking for when browsing travel online. What does the information you’ve gathered tell you about what content will convert specific users online?

4. Target specific personas with personalized content. Putting relevant content in front of your audience will offer them exactly what they are looking for and therefore will increase the chances that they convert.

IcePortal’s PrecICE meta tagging technology allows hotels and hotel groups to add context to their hotel visuals to then be used to personalize search results in the researching and planning stages of travel. The importance of these optimized search results along with the importance of images in hotel marketing makes PrecICE tagging worth looking into.


IcePortal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!
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