Businesses in the hospitality industry have gotten pretty adept at targeted marketing messages to potential customers. They might shine at email communications or have a beautiful, user-friendly website. But how can these companies make themselves stand out from the massive online travel agencies that are dominating the field? The answer is Customization.

Travelers generally share information about themselves when they are planning a trip. It is up to hospitality industry pros to turn that data into revenue by offering customized amenities, experiences, or special deals. Also, it’s important that companies figure out how to reach potential customers where they “live” in the social media world. Email or Facebook campaigns might be best for attracting retirees. College students are more likely to be on Instagram or Snapchat.

Take a look at this infographic to learn about some of the categories travelers might fall into. Once hospitality businesses get to know their customers, they can start building a loyal clientele through personalized experiences that the online travel agencies just can’t match.