Geofencing: Revolutionizing Marketing for Hotels and Attractions
Geofencing is a powerful, location-based marketing strategy that is transforming how businesses engage with their customers. Using technologies like GPS, RFID, or Wi-Fi, businesses can create virtual boundaries around a specific area to send targeted messages, promotions, and advertisements to users within that region. Hotels, resorts, and attractions stand to benefit the most from this cutting-edge technology by driving foot trafficThe number of visitors to a website, categorized as organic, paid, direct, or referral traffic based on how users arrive, improving customer engagement, and boosting revenue.
In this article, we’ll explore how geofencing works, its key benefits for the hospitality and tourism industries, and real-world examples that show its effectiveness. By the end, you’ll understand how geofencing can transform your marketing efforts and help your business stay ahead of the competition.
What is Geofencing?
At its core, geofencing involves setting up virtual geographic boundaries around a physical location. These boundaries can be created using GPS, RFID, or Wi-Fi signals, and once a user enters or exits this defined area, a targeted message or notification is triggered. This technology can be used for various purposes, such as sending special offers to nearby customers or gathering data to better understand consumer behavior.
For businesses in the hospitality and tourism sectors—such as hotels, resorts, and attractions—geofencing can be particularly useful. Whether it’s welcoming guests with special offers or reminding them of an upcoming event, geofencing provides endless possibilities to enhance marketing efforts and improve customer satisfaction.
Key Benefits of Geofencing for Hotels and Attractions
1. Personalized Marketing
One of the most significant advantages of geofencing is its ability to deliver personalized marketing content based on a customer’s location. Hotels and attractions can send targeted messages to users as they enter specific geographic areas.
For example, imagine a visitor is within a 5-mile radius of a hotel. The hotel could send them an exclusive offer, such as a discount on their next booking, or promote amenities like a spa or restaurant. Similarly, a nearby theme park could send notifications about a new exhibit, an upcoming event, or a time-sensitive promotion.
By delivering location-specific messages, businesses can increase engagement and conversions with minimal effort.
2. Increased Foot TrafficThe number of visitors to a website, categorized as organic, paid, direct, or referral traffic based on how users arrive
Another benefit of geofencing is its ability to boost foot trafficThe number of visitors to a website, categorized as organic, paid, direct, or referral traffic based on how users arrive. When visitors are in the vicinity of a hotel or attraction, businesses can use geofencing to send them timely offers and invitations to visit. For instance, a hotel could notify nearby guests about happy hour specials at its bar, or an attraction could offer a discount to visitors who are currently in the area.
Sending these messages at the right time—when potential customers are close to your business—can significantly increase the chances of them walking through your doors.
3. Enhanced Customer Engagement
Geofencing can help businesses increase customer engagement by sending timely, relevant messages. Whether it’s a personalized offer or an invitation to an event, geofencing ensures that customers receive communications that are closely tied to their current location.
Hotels can send personalized greetings when guests check in, remind them of on-site dining options, or invite them to exclusive events based on their preferences. For theme parks, geofencing could be used to highlight attractions nearby or promote limited-time events. These personalized messages keep customers engaged, increasing the likelihood that they will spend more time and money on-site.
4. Improved Customer Loyalty
Geofencing can foster stronger customer loyalty. By continuously sending personalized promotions and reminders based on a customer’s location, businesses can encourage repeat visits and bookings.
For example, a hotel can offer discounts for return visits or provide loyalty rewards for frequent guests. A visitor to a theme park might receive a special offer for their next visit, making them more likely to return. Geofencing allows businesses to stay connected with customers long after they’ve left the premises, ensuring that they remain top of mind.
5. Better Data Collection
Geofencing is also a powerful tool for collecting valuable customer data. As users enter and exit geofenced locations, businesses can track their behaviors, such as how long they stay in a particular area or what promotions they engage with.
This data can provide important insights into customer preferences and help businesses create more targeted marketing campaigns. For example, a hotel might learn that customers who spend more time in the spa area are more likely to book massages or purchase wellness-related products. By understanding these behaviors, businesses can refine their marketing strategies and increase their chances of success.
Real-World Examples of Geofencing in Action
Marriott Hotels
Marriott has embraced geofencing technology to engage guests and increase bookings. By using a geofencing-enabled mobile app, Marriott can send tailored messages to users based on their location. For example, if a guest enters the hotel, the app sends a welcoming message along with details on hotel amenities.
After a guest checks out, Marriott uses geofencing to send a thank-you message, encouraging them to book their next stay. This approach has not only increased customer engagement and loyalty but also provided valuable data that Marriott uses to refine its marketing strategies.
Universal Studios
Universal Studios uses geofencing to promote its theme parks and attractions. When visitors enter the park, they receive location-specific messages about nearby rides, events, and promotions. For instance, a guest walking near the Harry Potter area might receive information about a special exhibit or themed event.
This use of geofencing helps increase foot trafficThe number of visitors to a website, categorized as organic, paid, direct, or referral traffic based on how users arrive to various areas of the park and boosts engagement with specific attractions. Additionally, Universal Studios uses geofencing data to gather insights about guest behavior, which allows the park to refine its marketing efforts.
Disney World
Disney World is another example of a company leveraging geofencing to enhance the guest experience. Through the Disney Parks app, guests receive location-based messages when they enter different sections of the park. For example, entering Fantasyland might trigger a notification with details about attractions or live performances happening nearby.
This personalized approach helps Disney create a more enjoyable and engaging experience for guests, ensuring they stay connected and informed throughout their visit. By using geofencing technology, Disney also gathers valuable data on customer preferences, helping to improve future offerings.
Key Stats Supporting Geofencing Success
- Geofencing Adoption: According to a report by Juniper Research, the number of active geofencing users is expected to hit 1.6 billion by 2022, a significant jump from 1 billion in 2019. This indicates the growing popularity of location-based marketing strategies.
- Consumer Behavior: A study by RetailMeNot revealed that 75% of consumers are more likely to visit a store or venue if they receive a personalized promotion based on their location.
- Increased Foot TrafficThe number of visitors to a website, categorized as organic, paid, direct, or referral traffic based on how users arrive: Research by PlaceIQ found that mobile advertising campaigns using geofencing technology led to a 20% increase in foot trafficThe number of visitors to a website, categorized as organic, paid, direct, or referral traffic based on how users arrive to retail locations, further emphasizing its potential in hospitality and tourism.
- Marketer Adoption: A survey by Factual found that 84% of marketers believe that location-based advertising is critical to their success, proving its importance across industries, including hospitality.
How to Implement Geofencing in Your Business
Step 1: Define Your Geofences
Start by identifying key locations around your business that you want to target. For a hotel, this might include popular nearby attractions or high-traffic areas like the airport or train station. For an attraction, you could set up geofences at key entrances or areas with special events.
Step 2: Choose the Right Platform
There are several geofencing platforms available that can integrate with your existing mobile apps or marketing tools. Popular platforms include Radius Networks, Geofeedia, and Factual. Choose a platform that fits your business needs and budget.
Step 3: Create Targeted Messages
Design personalized messages or offers that are relevant to the specific location or time of day. Consider including time-sensitive discounts, event invitations, or special promotions to encourage visitors to take action immediately.
Step 4: Monitor and Adjust
Track the performance of your geofencing campaigns regularly. Analyze foot trafficThe number of visitors to a website, categorized as organic, paid, direct, or referral traffic based on how users arrive data, user engagement, and conversion rates to see what’s working and what needs improvement. Refine your geofencing strategy as necessary to maximize results.
Final Thoughts
Geofencing is revolutionizing the way hotels, resorts, and attractions connect with their guests. By delivering personalized, location-specific messages, businesses can increase foot trafficThe number of visitors to a website, categorized as organic, paid, direct, or referral traffic based on how users arrive, engage customers more effectively, and boost loyalty. The ability to collect valuable customer data further enhances marketing efforts, allowing for better-targeted promotions.
As the use of geofencing grows, it’s essential for businesses to embrace this technology to stay competitive in an increasingly digital and data-driven world. However, it’s important to remember that user privacy should always be a priority. Ensure that your geofencing strategy complies with privacy laws and only collects data with proper consent.
If you’re ready to take your marketing to the next level, consider implementing geofencing technology at your hotel or attraction. ReachThe total number of unique users who see your content, ad, or campaign, often used as a metric to measure brand visibili out to Ikonik Digital at [email protected] to discuss how we can help you create a tailored geofencing strategy that drives real results for your business.
