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Database Marketing for Hospitality

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  • 0:03 What Is Database Marketing?
  • 0:40 Hospitality Data Utilization
  • 2:07 Revenue Management
  • 2:57 Lesson Summary
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Lesson Transcript
Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

Database marketing for hospitality allows the industry to gain important information about customers. In this lesson, we'll discuss database marketing, data utilization in hospitality, direct marketing, and revenue management.

What Is Database Marketing?

Have you ever wondered how a hospitality company seems to know exactly what you want? Database marketing is similar to direct marketing because it gathers customers' information to help promote a business's specific needs. Database marketing is new because it uses a computer database that allows a business to learn customers' names, email addresses, purchasing histories, and any other information a company wants that is legal for it to know. Every company wants to know its customers' tastes and preferences to better suit their wants and needs. The recent incline in online sales makes it easier for companies to maintain information from online purchases.

Hospitality Data Utilization

Data utilization in hospitality allows a business to gain information on how much customers spend on travel, their travel preferences, and the target market. The hospitality industry is competitive; the popularity of online marketing makes it essential for each company to not only get new customers but to maintain current customers as well. Hospitality data utilization can track customers' preferences, their most frequent travel dates, and their price range for hotels or attractions.

All of the information from a database can be used to help market a company. A travel agency can use its database to determine which vacations are the most popular depending on the time of year. For instance, a travel agency in New Jersey may find that in the summertime, most individuals want to go on a tropical vacation. A database will tell the advertising agency what locations are the most popular, what prices are most appropriate, and which customers they should email or contact to purchase a package.

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