Unlike the FMCG sector which can deliver tangible goods, categories like hospitality depend a lot on brand experience. While the pandemic may have made it easier for the sector due to the rising demand, marketing the brand experience uniquely, to set oneself apart from the competition is a challenge.
Deltin casino, a luxury gaming and hospitality brand owned by Delta Corp, is using Generative AI to enhance the brand experience and personalisation
In the run-up to Deltin Star Weekend, scheduled from February 9 to 11, Deltin designed a tech-integrated campaign featuring Bollywood star, Tamannaah Bhatia. The campaign was launched in two phases: one video was rolled out wishing the patron a Happy New Year and the second video was launched in mid-January with the invitation and details about the event.
Arindam Basu, GM, Marketing, Delta Corp, said, “We created a very unique video with Tamanna Bhatia, which was hyper-personalised with AI. In the videos, Tamanna Bhatia addressed the audience by their names. It created a lot of buzz and excitement at that time. Then gradually over time, a few days back, she revealed a second video to the same set of recipients, where she invited people personally for the Deltin Star Weekend event.”
The result of this personalisation, Basu commented, was pouring registrations, enrollment calls and recommendations, all because the consumers were put in the spotlight, thanks to AI.
The three-day-long gaming and entertainment event, witnessed the presence of Bollywood figures, including Shilpa Shetty, Salim-Sulaiman, and Tamannaah Bhatia, adding a touch of glamour to the event.
Talking about the key performance indicators for such digital campaigns, Basu revealed that digital involvement makes it easier to quantify based on RSVP on the number of invitations or engagements like clicks, likes, shares, comments.
“You can also judge from the incoming traffic which is coming to a website, landing page, Google Analytics or how many forms are being submitted, and inbound calls which are being made to your call centre, any CRM software can give you that data,” he added.
While AI can be leveraged for personalisation, using the same technique would become monotonous. According to Basu, the shelf life of any content, no matter what you make, is very limited.
“So it's very important to keep the attention of your customer base,” he added, talking about how segmenting one’s audience makes it efficient to personalise the brand experience using AI and grow a loyal customer base.
“As far as our campaigns are concerned, we keep on changing our marketing strategy based on the needs and emotions of our customer base. We keep on bringing new elements like CGI and we also introduce technology whenever necessary in our campaigns. These new trends create a lot of buzz. We also conduct events to deliver the brand experience,” he added, talking about the ways the company breaks their marketing monotony.
This power of personalised marketing using AI has also been used by a lot of brands before from Dairy Milk using Shah Rukh Khan, Virat Kohli and ViVo and, Ayushmann Khurrana and Wakefit.
While FMCG marketers use AI-generated personalised marketing for top-of-mind recall, e-commerce brands like Amazon, Myntra and Flipkart use it to ease the consumer experience with recommendations. This makes one realise that AI-generated personalised marketing has different objectives to meet when used by different sectors.
“In the hospitality industry,” Basu added, “such personalised marketing with AI is used for precise targeting, precision in quantifying the ROI and supporting consumers by delivering the brand experience.”
“We are not only collecting data, but we are also analysing data and interpreting them to understand customer trends and changing patterns,” he remarked and said, “We are doing some virtual reality and augmented reality zones where we are giving experience to the customers from a remote area.”
In essence, Deltin’s marketing strategies revolve around digital promotions and PR, performance marketing, social media content, influencer marketing and offline events.
Basu feels that the hospitality sector is in the spotlight now due to a rise in remote work opportunities, leading to the concept of ‘workations.’
He added, “There is a positive push from the government side in terms of policies and events like Dekho Apna Desh or Wed in India, and events like G20 Presidency, World Cup, India Energy Week, etc bring a lot of people from the domestic and international arena to India.”
Such rising demand for travel and hospitality hints at a growing scope for personalised marketing due to the now expanded diversity in the audience.
“Lines between seasonal and non-seasonal trends are now blurred, in marketing,” Basu remarks, as he emphasises how travel is no longer a hobby but something people undertake as a part of their lifestyle, owing to events, workations and the freedom of exploration post-pandemic.
Giving an example, he said, “Goa, which is a major operational hub of Deltin, has become like a weekend destination. It is not a seasonal destination anymore. Also, Goa sees various events throughout the year, like Sunburn, India Bike Week, Goa Carnival, National Games, G20 events,
International Film Festival of Goa, International Film Festival of India, IFI. So all of these events attract a lot of people. Hence, our marketing campaigns go on throughout the year.”
The era of generic messaging is waning, particularly in the hospitality sector. Instead, a nuanced, data-driven, and empathetic approach is taking centre stage. “Presenting one's service as an experience in which customers feel included is crucial for nurturing loyalty and converting customers into brand advocates,” said Basu.