【Sojern】2024年酒店营销人员策略手册：营销漏斗导航指南_33页_11mb

报告摘要

The hospitality industry is undergoing transformation due to AI, sustainability, and changing traveler behaviors.
Personalized experiences increase guest spending by 40%.
The book emphasizes navigating today's fragmented traveler's journey using data and integrated strategies.
Four customer journey phases: Discover, Plan, Book, Engage.
Key is leveraging first-party data for personalization, unified strategies, visibility into audiences, and channel understanding.

Focus on capturing attention during the initial inspiration phase.
Requires understanding traveler personas and intent based on first-party data.
Utilize channels like display advertising, unbranded/branded SEM, video ads, social media, and CTV.
Travel insights provide data on planning behaviors (lead times, search/booking patterns).
Building a first-party data strategy: collection, segmentation, mapping journeys, developing personas, personalization, automation, A/B testing, predictive analytics, and data privacy.
Leverage authentic brand storytelling, user-generated content, and precision targeting to stand out.

Target travelers with concrete plans by tailoring messages using first-party data and AI.
Use channels like metasearch, native advertising, display prospecting/retargeting, branded/unbranded SEM, and video ads.
Optimize campaigns by understanding traveler personas (Indecisive Explorer, The Aspen Enthusiast, The Strategic Comparison Shopper).
Strategies include leveraging CDPs, content marketing/SEO, direct booking incentives, personalized communication, loyalty programs, metasearch optimization, and remarketing.

Convert interest into direct bookings using enriched first-party data.
Channel focus: Metasearch optimization, native ads, display retargeting, Branded SEM, Facebook & Instagram ads.
Develop data compliance frameworks (GDPR/CCPA) and security measures.
Adapt to flexible traveler stays (average length increasing), targeting intelligent use of direct data.
Strategies include data-driven decision-making, strategic partnerships, targeted campaigns for specific needs, dynamic pricing, enhanced guest experience during need periods, and upselling/cross-selling.

Maintain guest connection post-booking through personalized experiences using technology (AI Concierge, real-time chat, reputation managers, social media).
Focus on exceeding expectations via personalized service, enhanced communication, exceptional experiences, automation, cross-training, outsourcing.
Generate incremental revenue through upselling, cross-selling, in-room services, and events/group bookings.
Full-funnel campaigns are crucial for loyalty and revenue growth, understanding the entire guest lifecycle and fostering advocacy.

The book advocates a full-funnel, data-driven approach, using first-party data, technology, and personalization to navigate the complex marketing funnel, enhance guest experience, drive direct bookings, maximize revenue (especially TRevPAR), achieve lasting profitability, and build brand loyalty.

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