US-based hospitality marketing technology company Tambourine has unveiled its newest solution, Native Website Personalization.
This feature is integrated into Tambourine’s hospitality-first CMS Symphony Hotel Marketing Platform to replace traditional pop-ups with a modern messaging system.
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According to Tambourine, Native Website Personalization allows hoteliers to implement dynamic content and promotions, ensuring that the guest journey remains uninterrupted.
Tambourine chief marketing officer Thomas McDermott said: “Personalization is a powerful marketing tool, but pop-ups as the mechanism for delivering website personalisation have always been a half measure. Pop-ups are known to frustrate users because they prioritise the delivery of an offer over providing a seamless user experience.
“We’ve all experienced the frustration of having to click out of three pop-ups before you can take action on a hotel website. Native personalisation is born out of a desire to give guests a better experience while preserving the hotel’s ability to personalise content.”
The platform offers an intuitive front-end editor that updates content immediately without the requirement for coding.
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By GlobalDataMessaging, visuals, and calls-to-action can be tailored with ease, stated the company.
According to Tambourine, advanced targeting and segmentation enable tailored messaging depending on user location, device, and referral source, while built-in brand guardrails ensure visual consistency in every touchpoint.
Tambourine product and operations senior vice-president Christina Davis said: “The user-experience problem created by pop-ups was largely ignored by website providers. This left an opening for third-party tools to create a stopgap. While these solutions were well-intentioned, they didn’t fully solve the problem and often introduced a new one, a hindered experience.
“Tambourine has a legacy of elevating the guest experience at every digital touchpoint. This latest innovation, at its core, is simple. It’s just creating a better customer experience. It couldn’t be more true to who we are as a company.”
The introduction of the integrated personalisation solution is a continuation of Tambourine’s focus on enhancing the hotel path to purchase intelligently and end-to-end.
Earlier this year, Tambourine expanded its reach by acquiring ReservHotel, a hotel reservation platform that operates in the Caribbean and Latin America region.
