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Creating and maintaining profitable customers is the main aim of business. Therefore, customer satisfaction leading to profit is the central goal of hospitality marketing. In the hospitality industry, the marketing department tends to be responsible for both Business-to-Consumer (B2C) and Business-to-Business (B2B) marketing. The marketing team needs detailed data on prior leisure and business guests to successfully target marketing campaigns to the appropriate audiences.
The main purpose of this article is to discuss B2C marketing and in particular a process called Trigger based Marketing.
What is trigger based marketing? For the purposes of this article, trigger based marketing is defined as consumer profile or stay data meeting the criteria of a marketing list for an active campaign. This active campaign then processes an e-mail blast to the recipients of the marketing list on a scheduled and automated basis.
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