On June 6, at the Smart Travel News Inspire event held at the Méndez Álvaro Cinemas in Madrid, Cecilia Rodríguez, Strategic Brand Manager, and Sonia Mateos, Global Business Development Manager at Neobookings, offered a presentation that left no one indifferent. and in which the importance of knowing the customer, brand experience and technological integration in the hotel sector was highlighted. Through practical examples and detailed analysis, Rodríguez and Mateos showed how technology can enhance the customer experience and improve direct bookings.
Meeting the new client
The presentation began with a reflection on the evolution of the hotel customer profile. Rodríguez emphasized that the majority of current customers are millennials and Generation Z, digital natives who handle technology with ease and seek unique experiences. “The brand experience today is more important than the price or location of the hotel,” said Rodríguez. This shift in customer expectations requires hoteliers to adapt and deliver memorable experiences through digital channels.
Visual identity and storytelling
Rodríguez stressed the importance of visual identity and storytelling to attract customers. High-quality images and videos are essential to avoid attrition in the booking process. Additionally, telling stories that transport customers to a different world and offer an engaging narrative is crucial. “Each trip is a transformation, a new reality,” commented Cecilia Rodríguez, highlighting that hotels must provide experiences that customers want to share on their social networks.
Strategies to reach the customer
Sonia Mateos continued the presentation addressing the key strategies to reach the potential client. She emphasized three fundamental points: a digital marketing strategy, a good online image on the website and an efficient booking engine. The digital marketing strategy allows hotels to be present where their customers interact, whether on Google, TikTok, Instagram or Facebook.
Both presented a case study of a client who used experiential video for remarketing campaigns. This video, shown on the Google display network and YouTube, cost 526 euros and generated a return of close to 35,000 euros in reservations. This example illustrated how a well-executed marketing strategy can significantly increase direct bookings and customer perceived value.
The importance of a good online image
Mateos also spoke about the importance of having an intuitive and well-designed website that reflects the brand image. He presented the case of Concept Hotel Group, which unified seven different brands under one domain without affecting navigation. This project included site loading optimization and search engine optimization, which resulted in an increase in brand image and an increase in direct conversion.
Personalization and technology in the reservation process
Today’s customer seeks personalized experiences and is willing to pay for it. Mateos mentioned that 73% of guests would be willing to pay to personalize their reservations. A notable example was the collaboration with Rafa Nadal, where a completely personalized reservation process was developed for his academies, integrating technology through API with the Neobookings reservation engine. This process facilitated the sale of courses, the main asset of Nadal’s tennis academies.
Rodríguez and Mateos concluded their presentation by emphasizing that brand experience and technology are inseparable and should be given equal importance. The integration of both is what makes the difference in the hotel industry, allowing hotels to offer unique experiences and improve customer satisfaction.
In short, the presentation of Neobookings at Smart Travel News Inspire made it clear that knowing your customer, offering a memorable brand experience and using technology efficiently are keys to success in today’s hotel industry.
