May 6th, 2025

Increase Revenue With a Personalized Hotel Marketing Funnel

by travelboom

In today’s hyper-competitive hospitality landscape, personalization isn’t just a nice-to-have; it’s a key revenue driver. From the moment a traveler visits your hotel website to the minute they check out, each interaction represents an opportunity to engage them, elevate their experience, and boost your bottom line.

According to McKinsey, companies that excel in personalization generate 40% more revenue from those activities than average players. For hotels, that potential is massive—especially as leisure travel rebounds and travelers demand more relevant, tailored experiences.

This guide explains how to personalize the hotel marketing funnel across the entire guest journey: from the first website visit to post-checkout engagement. Let’s walk through email marketing, retargeting strategies, upselling opportunities, and on-property personalization.

1. First Impressions: Personalizing the Website Experience

Smart Content Customization

Start personalization from the homepage. Use dynamic content blocks to display personalized messages based on:

Location (e.g., “Escape the cold in Boston with our Myrtle Beach beach deals”)
Referral source (e.g., tailored offers for visitors coming from Facebook or TripAdvisor)
Return visitor status (e.g., “Welcome back! Here’s 10% off your next stay.”)

Capture First-Party Data

Use lightbox modals or exit-intent pop-ups that invite visitors to:

Subscribe to your email list with a value-add (e.g., free drink coupon)
Save their dates and preferences for future visits

This data is gold. Use it to fuel more tailored communications later in the journey.

2. Email Marketing: Segmentation and Automation

Pre-Booking Drip Campaigns

If a user abandons the booking engine, trigger an automated email series based on the pages they viewed:

Viewed spa packages? Send a reminder about limited availability.
Looked at family suites? Highlight kids-eat-free deals.

Segment By:

Booking window
Travel intent (romance, family, business)
Geography

Post-Booking Email Sequences

Confirmation emails shouldn’t be boring. They’re a goldmine for upselling:

Add-ons (breakfast, parking, activities)
Room upgrades with limited-time offers
Exclusive check-in perks if they share preferences before arrival

Stat: According to Experian, transactional emails (like confirmations) have 8x higher open and click rates than bulk emails.

3. Retargeting: The Follow-Up That Converts

Abandoned Booking Retargeting

Use cookies and retargeting pixels to re-engage visitors who didn’t complete booking:

Social media ads with urgency-based messaging
Display ads showing the exact room or package they viewed
Dynamic retargeting with pricing updates

Personalized Ad Creative

Match ads to the user’s journey stage:

First visit: brand storytelling and lifestyle imagery
Mid-funnel: testimonials and price guarantees
Bottom-funnel: urgency messaging (“Only 2 rooms left”)

Stat: Retargeted website visitors are 70% more likely to convert (Source: Criteo).

4. Upselling Pre-Arrival

Email + SMS Pre-Arrival Offers

Send 5-7 days before check-in:

Offer a room upgrade at a discount
Promote in-house amenities (spa, golf, dining)
Let them build a personalized itinerary with one-click add-ons

Use Guest Data Wisely

If they’re repeat guests or loyalty members, suggest things based on past behavior.

Example: “Last time you enjoyed our spa – want to book another treatment?”

5. On-Site Personalization: Check-In to Check-Out

Personalized Welcome

Greet them by name at check-in
If using digital check-in kiosks, display welcome messages based on their profile
For families: offer coloring books or toys upon arrival

SMS-Based Guest Engagement

SMS has open rates north of 90% and is perfect for:

Real-time concierge services
Promoting happy hour or flash deals
Sending local event suggestions or weather-based activity ideas

Room Personalization

Smart TVs with guest names
Pre-set temperature or room configuration based on past stays
Personalized welcome notes with drink/snack based on profile

6. Post-Stay: Extend the Experience

Personalized Thank-You Emails

Include survey links that adapt based on experience (solo traveler, family, etc.)
Offer loyalty incentives for the next booking
Feature packages similar to their previous stay

Retargeting for Return Visits

Use custom audiences based on:

Frequency of travel
Seasonal patterns
Preferred destinations

Final Thoughts

Personalization is no longer an option—it’s an expectation. By understanding your guests’ behaviors, preferences, and journey stages, you can build a customized experience that drives more bookings, increases ancillary revenue, and earns lifelong loyalty.

The key is to start with smart data collection and build seamless, consistent personalization strategies across every guest touchpoint. When done right, personalization not only delights your guests—it significantly boosts your profitability.

Ready to implement a custom personalization strategy for your hotel or resort? TravelBoom’s data-driven approach to guest marketing helps hospitality brands across the U.S. turn browsers into bookers and first-time guests into raving fans.