Attribute-based marketing is gaining ground in the hotel industry, giving hotels the opportunity to offer their guests a unique, personalised experience. The idea is that hotels treat not only the room type and price, but also individual room attributes such as balcony, floor, view, wifi quality or room size as separate sales units, so that guests can tailor their own reservations to their needs.
With the platforms offered by GauVendi, Sabre and Amadeus, hotels can rediscover their uniqueness while increasing their revenues. Attribute-based marketing gives hotels the opportunity to sell not only basic room and dining services, but also extra amenities and experiences tailored to guests’ needs. Hotels can then maximise revenue while providing guests with a unique and tailored experience.
According to Amadeus research, 63% of guests are willing to pay extra to have extra services in their room that meet their personal needs. This becomes a decisive factor not only for comfort but also for brand choice. According to Amadeus, properly applied attributes can increase the average daily room rate by up to 12%, which can mean an additional revenue of $5,300 per room per year for a mid-range hotel.
Artificial intelligence is rapidly shaping the future of attribute-based marketing. Amadeus and other technology players are developing AI solutions that can deliver personalised offers based on guests’ shopping habits and preferences. AI can identify which attributes most influence booking decisions and optimise prices and services based on this.
In the future, hotel websites are likely to present guests not with a simple list of room categories, but with a blank room on which they can drag and drop their preferred attributes, such as bed type, view, extra amenities, or even the room’s fragrance and decor (Phocus Wire).