Technology company The Hotels Network (THN) has introduced a personalisation suite that does not use third-party cookies.
This is said to mark an advancement in digital marketing for the hotel sector.
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The completely cookieless suite has been developed over two years of extensive research.
It uses artificial intelligence (AI) models to provide hotel marketers with a more effective way to connect with visitors through personalised online experiences.
This strategy, anticipating the phase-out of third-party cookies, removes dependence on traditional tracking methods.
The new technology also increases conversion rates through improved targeting and segmentation.
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By GlobalDataIn addition, the technology bolsters THN’s Predictive Personalisation platform, offering hoteliers better engagement strategies.
The cookieless personalisation suite will be seamlessly integrated for all existing THN customers.
It will allow them to benefit from these advancements without interruption to their current operations.
The Hotels Network Data Science VP Albert Pujol said: “At THN, we have pushed the boundaries of machine learning by leveraging our unique advantage of having access to billions of web page visits across our network.
“This has enabled us to develop an innovative AI architecture that has learned to reconstruct the navigation paths of website visitors in real-time with unprecedented accuracy, without relying on cookies and ensuring user privacy at all times.”
THN’s machine learning models are designed to reduce collisions and ensure identity consistency among 150 million annual visitors, especially on mobile devices.
The latest announcement comes shortly after THN’s purchase of LiveRate, marking its first acquisition.
LiveRate, which helps hotels boost their direct bookings, is anticipated to deepen THN’s presence in the DACH (Germany, Austria, and Switzerland) market.
