Cohorts for Travel, Leisure and Entertainment

In order to maximize your organization’s effectiveness in this challenging marketing environment, you need to understand the distinctions among your guests, players, members and prospects in order to execute better marketing strategy.

The possibilities for using Cohorts to improve marketing initiatives within your hospitality business are numerous, from launching or enhancing a CRM initiative to presenting the “correct” sales message in a face-to-face opportunity.  Cohorts works effectively on its own, or complements your existing CRM systems and software by bringing your customer data to life.

The Value of Cohorts
Here are just some of the many things you can do with Cohort segment codes on your customer database:

• Identify the differences in the market potential of each segment and how they interact with you.
• Understand each Cohort’s attitudes and behaviors about the industry from syndicated research such as:
• Frequency and duration of travel
• Domestic and international travel patterns
• Types of preferred lodging
• Hospitality brand usage patterns
• Internet behavior
• Understand the types of messages that will resonate with your target consumer segments
• Combine transaction data with Cohort segments to send relevant, targeted communications to your most important past customers
• Develop a sharpened view of those members of your loyalty program to grow business from them and find new members that look like your best
• Share Cohort segment analysis and historic behavior with other members of your organization to help them understand the key customer groups you serve
• Promote special events or bundled offers to the right customers, with versioned messaging to optimize response rates
• Develop strategic partnerships, media plans and expansion opportunities. 
• Understand customers from each entity in a multiple-property and multiple brand environment, as well as those who are customers across your businesses

Cohorts will allow you to make smarter and more efficient decisions in managing
and marketing to your customers and prospects, sending the right message to the
right household.