Sojern-2019年旅游广告报告（英文）-2019.9-43页_5mb

2019 Report on Travel Advertising for Hotel Marketers Summary

Core Content

This report, based on insights from over 300 hotel marketers globally, provides a comprehensive overview of the digital advertising landscape in the hotel industry in 2019. It highlights the challenges, trends, and strategies hotel marketers are using to engage with today's more informed and active travelers.

Main Trends and Insights

1. Digital Advertising Landscape is Complex and Evolving

• Traveler Behavior: Modern travelers are more informed and active in their research, planning, and booking processes, often turning to digital channels for information.
• Marketers' Challenges: The top challenges include achieving ROI, proving incrementality, keeping up with fast-paced changes, driving direct bookings, understanding customer data, and managing integrated campaigns across platforms.
• Real-Time Personalization: Delivering personalized ads in real time is a major challenge, with 38% of international luxury hotel chains and 52% of inns identifying this as a key issue.

2. Digital Advertising Spend is Dominant

• Overall Spend: In 2018, nearly half (47%) of all travel marketers allocated their budgets to digital advertising, with 50% of hotel marketers specifically investing in digital channels.
• Channel Allocation:
  • Facebook and Instagram: These platforms received the largest share of digital budgets (22% for all hotel segments).
  • Paid Search: Second in popularity, with 19% of total digital spend.
  • Private Marketplace (PMP): Especially popular among homeshare owners (22%).
  • OTAs: More commonly used by independent hotels and inns.
  • Metasearch: Least utilized across all segments.

3. Regional and Size-Based Trends

• Regional Differences: Paid search was less popular in Latin America, while Facebook and Instagram were heavily used there. Programmatic display was more prevalent in the Middle East.
• Size of Budget:
  • Small Advertisers: Tend to focus on social media for branding and direct response.
  • Large Advertisers: Utilize a broader range of digital channels, including display, search, and social media, with more emphasis on innovation and testing.

4. Successful Digital Advertising Tactics

• Social Media Dominance: Social media, especially Facebook and Instagram, is the most effective channel for both branding and direct response.
• Branding Effectiveness:
  • International Luxury Chains: 79% use social media for branding.
  • All Segments: Facebook and Instagram are the top platforms for branding, with paid search also showing strong results for larger segments.
• Direct Response:
  • Social Media: Still the top driver for direct response, with slightly lower engagement among independent properties.
  • Paid Search: Equally effective for independent hotels and inns.
  • Video Ads: Increasingly used to engage travelers, with Facebook and YouTube leading the way.

5. Case Studies and Success Stories

• The Breezes Bali: Leveraged Sojern's Pay on the Stay solution to increase direct bookings by 30-40% and incremental room nights by 35%.
• Fairmont Hotels & Resorts: Used Facebook Travel Ads to achieve a 55% increase in mobile-driven revenue and reduce CPB.
• IHG (Middle East): Utilized Sojern's Video Lab to create an engaging video for Umrah pilgrims, achieving a cost-effective CPV of $0.02 and high engagement.

Key Information

• Digital Advertising Growth: Over 62% of hotel marketers plan to increase their digital ad spend in 2019.
• Facebook and Instagram: These platforms are the most popular for both branding and direct response, with many segments planning to increase their investment in these channels.
• Video Advertising: Increasing in importance, with over 70% of international luxury chains using YouTube and Facebook video ads.
• Data and Technology: Hotel marketers are using data to measure campaign success and influence travelers along the path to purchase.
• Future Outlook: As video production becomes more cost-effective, its usage is expected to grow significantly.

Conclusion

The 2019 report underscores the critical role of digital advertising in the hotel industry, highlighting the need for real-time personalization, multi-channel strategies, and data-driven approaches to effectively reach and engage modern travelers. Social media remains the cornerstone of digital marketing efforts, with video advertising gaining traction as a powerful tool for storytelling and brand engagement.