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New audience targeting: 31 additional conditions available in Triptease Messages

What’s New?
We’ve massively expanded the targeting options available for Triptease Messages users.
You can now
  • Personalize using
    36 separate guest interests
    rather than 6 broad categories
  • Target a
    named calendar holiday
    (e.g. Christmas, Diwali) without looking up its dates
  • Separate
    domestic from international guests
    in a single step.
Conditions can be combined together, letting you build more specific campaigns than ever - like one for international guests interested in the spa whose stay covers Easter.
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Why It Matters
  • Personalize around what your hotel actually sells.
    Weddings, conferences and meetings, family, pet-friendly, diving, gift vouchers, loyalty and 29 more. If your wedding venue or your dive center drives real revenue, you can now build a campaign around it.
  • More accurate audiences.
    We’ve improved the way we assign website visitors to different audiences, so your campaigns are now even more precise.
  • Set seasonal campaigns once.
    Some holidays move date every year, including Easter, Diwali, Lunar New Year and both Eids. Choosing the holiday saves time and means you can re-use campaigns without searching out the correct dates.
  • Treat locals the right way.
    Separating domestic guests from international ones no longer means maintaining a list of countries for each property, so it’s easy for you to show the right offers to each group.
  • Go from insight to campaign in one sitting.
    Personas surfaced by the Triptease Agent (an experimental feature available in Triptease Labs) can be turned straight into a campaign targeting that persona.
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Who Can Access It?
Available now to all Messages clients, in both the Campaign Manager interface and the Triptease Agent.
Metasearch and Paid Search are coming soon to both.
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How Does It Work?
There is nothing to switch on. The new conditions are already in the targeting section when you build or edit a Messages campaign.
  1. Interests.
    Choose from 31 specific interests, such as Spa, Weddings or Gift vouchers, or 5 broader ones for pages that cover several themes at once, such as Wellness or Experiences.
  2. Seasonal.
    Choose a holiday by name rather than typing dates. The dates are worked out for you.
  3. Day of the week.
    Target a stay by the days its nights fall on, choosing whether
    any
    night needs to fall on those days or
    every
    night does. A weekend-only break is "every night"; a stay that merely includes a weekend is "any night".
  4. Domestic or international.
    One condition, decided by comparing the country a guest is browsing from with the country of the hotel they are viewing.
  5. Combine them all.
    Add more than one condition to narrow the audience to something genuinely specific.
You can also ask the Triptease Agent where your opportunities are, and build a campaign against a persona it surfaces without setting the conditions yourself.
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New targeting conditions enable powerful combinations that target guests even more precisely
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Are There Any Limitations?
  • Messages only for now.
    Metasearch and Paid Search are coming soon.
  • Two interests are being retired.
    luxury
    is going away with no direct equivalent; the closest condition is Suites and premium rooms.
    events
    is being replaced by more specific conditions (Weddings and Conferences and meetings)
  • There is no single "weekend" option.
    You choose the days, because the weekend falls on different days in different places. E.g. for a Saturday and Sunday weekend, choose Friday and Saturday.
  • Domestic vs international cannot always be identified.
    It’s not always possible to identify where guests come from, so domestic vs international targeting will not cover 100% of visitors.
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How Do I Get Access?
No action needed. If you are a Messages client, the new conditions are already available in your campaign targeting.
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What’s Coming Next?
The same targeting conditions are coming soon to Metasearch and Paid Search, in both the Campaign Manager interface and the Triptease Agent.
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FAQs
  • Do I need to set anything up?
No. The new conditions are already in the targeting section of your Messages campaigns, and available through the Triptease Agent.
  • What happens to my existing campaigns using Spa, Golf, Dining, Wellness or Ski?
They keep running. Those interests carry over. The audience they reach will be smaller and more accurate than before, because an interest is now based on the specific page a guest was looking at rather than a word appearing anywhere on your site.
  • I have a campaign targeting Luxury or Events. What happens to it?
Both are being retired. Luxury has no direct equivalent, and the closest condition is Suites and premium rooms. Events is being replaced by more specific conditions.
  • Can I target weekend stays?
Yes, by choosing the days. There is no single "weekend" option, because the weekend falls on different days in different markets, and because the nights you want are the nights before the days off. For a Saturday and Sunday weekend, choose Friday and Saturday. You then choose whether to match any stay that includes those nights, or only a stay where every night falls on them.
  • How do you decide whether a guest is domestic or international?
By comparing the country the guest is browsing from with the country of the hotel they are looking at. Same country is domestic, a different country is international.
  • When will this be available for Metasearch and Paid Search?
Coming soon, in both the Campaign Manager interface and the Triptease Agent.
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Help Getting Started
Ask the Triptease Help bot, reach out to your Customer Success Manager or contact customersuccess@triptease.com if you have any questions.