It’s Mechanisation Not Personalisation As Travel Marketers Bombard Users With Emails

I may be wrong, but I’m pretty sure the word ‘personalisation’ has been made up or hijacked by marketers and management consultants. You know like up-sizing.

That’s because there’s nothing personal about personalisation, which is so often used to justify the carpet-bombing approach to travel marketing we endure these days.

I was researching a quick getaway on a well-known website last week and within 90 minutes of logging off had received an email listing offers from three of the hotels I had browsed.

These were prices I had seen on the site. No new information.

It was one of six emails I received from this company through the week, including two on the Saturday.

An average week in our one-way discourse.

None was sent by a person – the word from which personalisation is drawn – all by a machine.

As usual I didn’t open any of them, just hit delete, so you think they’d get the hint and back off.

But they don’t, probably a machine has done some analysis and says this stuff works, it really does.

And they may be right.

If you send 100 emails one will elicit a response and that’s justification enough to keep sending them.

But I’ve had enough.

I’m opting out of this relationship because, from my perspective, personalisation has become harassment.

Share and Enjoy:

2 thoughts on “It’s Mechanisation Not Personalisation As Travel Marketers Bombard Users With Emails”

  1. Hi Martin,

    You are wrong, personalization is not a made up word. A lot of companies say they offer personalization but every companies definition of personalization is different.

    What you wrote about is not personalization, it is retargeting. Using the information that they gathered from you on their website and send emails to your inbox. Yes it is personalized to the hotels you looked at but it is not true personalization.

    True (website) personalization is using the click behavior you displayed on the website to dynamically change the website to your interests. Every time you come back to the website, the website knows which type of hotel you prefer over others. It may show you hotels that only have king size beds left, if you are traveling alone or hotels that have free breakfast, if you are traveling with a family.

    Personalization is more than just sending emails to you, it is making it easier for you to find the right type of hotel room you are looking for. Myself I need a hotel with an indoor pool (I like to swim laps, cant run anymore, I have bad knees). I wish when I went to an OTA they remember I always search for hotels with indoor pools, but right now I have to always punch in the filter then refresh. It’s a little thing but its annoying.

Comments are closed.