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1、The Hotel Marketers Playbook:A Guide to Navigating the Marketing FunnelThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel2TABLE OF CONTENTSTable of ContentsIntroduction.3C H A PTER TH R EEBook.21C H A PTER FO U REngage.27Discover.7C H A PTER O N EPlan.15C H A PTER T WOThe Hotel

2、Marketers Playbook:A Guide to Navigating the Marketing Funnel3INTRODUCTIONThe hospitality industry is gearing up for a transformative phase where innovation is crucial to maximizing operational efficiency,developing integrated marketing strategies,and attaining lasting profitability.With the rise of

3、 artificial intelligence(AI),sustainability,work-from-home culture,labor shortages,high costs of living,and more,youre left trying to grasp these profound shifts,forcing you to adapt to new paradigms.When a consumers buying experience is highly personalized,they are 40%1 more likely to exceed their

4、planned spending.By delivering personalized digital experiences across all touchpoints,you put the traveler front and center.But even as the pandemic drove significant technological investments in the travel industry,the travelers buyer journey remains fragmented.There are instances where you may ov

5、erlook signals of intent to visit,the purpose of travel,or opportunities for personalization.IntroductionYou need a strategy capable of finding different segments of travelers and sharing a compelling message throughout their journey.Whether these travelers are working from anywhere,aligning their s

6、pending with their values,or traveling at the drop of a hat,you can make data-driven decisions to begin capturing that demand.In The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel,you will learn how to:Leverage a full-funnel marketing approach and create a unified strategyUse da

7、ta to gain visibility around your traveler audiences and their behaviorsUnderstand how different channels and messaging can attract your ideal travelers and ultimately build loyalty1Source:Google/BCG,U.S.,Business Impact of Personalization in Retail study,customer survey,n=3144,2019.The Hotel Market

8、ers Playbook:A Guide to Navigating the Marketing Funnel4INTRODUCTIONThe hotel marketing funnel is a conceptual framework that represents the stages of a potential guest,from finding inspiration to travel to becoming aware of your hotel to making a booking.We outline the customer journey in four phas

9、esthe Discover,Plan,Book,and Engage Phasesand help you understand how you can engage A Trip Through the Funnel:Simplifying the Buyers JourneyBefore consumers start planning the first details of their trip,they fantasize about their dream vacation.Once consumers decide to make their dreams a reality,

10、they start researching ideal travel destinations.After consumers have decided the details of their travel itinerary,they are ready to make reservations.Once guests have arrived,deliver exceptional service to encourage them to return to your hotel.and convert potential guests effectively.Although the

11、 concept of a comprehensive marketing funnel has existed for a long time,the unpredictability of todays travelers makes it difficult to respond to the changing way consumers research and book travel without a thoughtful strategy.In the complex landscape of consumer interactions with your hotel brand

12、,how can you piece together the full picture?There are a variety of channels and tactics within this framework that capture attention and position your hotel in a way that elevates your brand and drives value for your properties.DISCOVERPLANBOOKENGAGEThe Hotel Marketers Playbook:A Guide to Navigatin

13、g the Marketing Funnel5INTRODUCTIONData is your greatest asset as a hotel marketer.With the impending deprecation of third-party cookies,59%of hotel marketers implemented a first-party data strategy in preparation,and 75%of those without one want to build one.When you build out a data framework,you

14、are empowering a digital transformation for your brandleading the way for your personalization initiatives and compliance efforts.Here are 10 ways to effectively collect,activate,and enrich your data to set your campaigns up for success:Success Starts With the Right DataData Collection Gather releva

15、nt data from website analytics,booking platforms,customer surveys,social media metrics,and more.This data provides insights into guest behaviors,preferences,and demographics.Regularly analyze your data to identify trends,successes,and areas for improvement.1Segmentation Divide your audience into mea

16、ningful segments based on common characteristics such as demographics,booking behavior,and interests.This allows you to tailor your messages and strategies to each groups unique needs.2Persona Development Create detailed traveler personas based on your segments.These personas represent ideal guests

17、and help you understand their motivations,pain points,and decision-making processes.3Mapping Customer Journey Map out the stages of the buyer journey.Identify touchpoints where guests interact with your brand,both online and offline.Understand what information they seek at each stage.4Content Strate

18、gy Develop content that aligns with each stage of the buyer journey and addresses your personas needs through informative blog posts,engaging videos,and visually appealing social media content.5Personalization Use data-driven insights to personalize your marketing messages and offers.Recommend speci

19、fic room types,amenities,or experiences based on guest preferences and past behavior.6Automation Implement marketing automation tools to streamline communication.Send personalized emails,follow-up messages,and offers based on guest interactions and behaviors.7The Hotel Marketers Playbook:A Guide to

20、Navigating the Marketing Funnel6INTRODUCTIONA/B Testing Experiment with different variations of ads,emails,and landing pages to see what resonates best with your audience.Use A/B testing to refine your marketing strategies.8Predictive Analytics Leverage predictive analytics to anticipate guest behav

21、ior.For example,identify patterns that suggest a guest might be interested in a specific package and proactively offer it.9Data Privacy Ensure compliance with data privacy regulations like GDPR or CCPA.Protect guest data and be transparent about how you use it.10By effectively using data,you will cr

22、eate a more targeted,personalized,and efficient marketing funnel that resonates with guests at every stage of their journey.C H A P T E R O N EDiscoverThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel8DISCOVERIn the world of travel,the journey begins long before boarding a plan

23、e or checking into a hotel.It begins in the Discover phase,where the desire to travel takes hold,and consumers start their digital search.They are looking for inspiration about where they would like to travel and what they would like to do.People today are making spontaneous decisions when traveling

24、.Perhaps theyre traveling for business but are tempted to extend their trips for leisure.Maybe theyre deciding to take a luxury trip for the first time.No matter what the case is,your goal at this stage is to create a positive and memorable first impression to capture their attention online.Finding

25、and engaging these travelers starts with identifying your ideal audiences.But,gone are the ways of traditional segmentation.To understand traveler wants and needs,you must have visibility into their past and current behavior.Using behavior data that combines When Consumers Seek Inspiration for Trave

26、l&Explorationsearches and other insights,you can create traveler personas.Do you want to target travelers looking for a luxury vacation or business travelers?Do you want travelers interested in booking a family-friendly trip or a solo adventure focused on sustainability?When you emphasize data to un

27、derstand your ideal travelers,you can uncover why some travelers complete a booking and others dont.“First-party data provides the foundation of everything else were going to do.Really understanding our customers is the starting point for all hotel marketing.This also creates the opportunity when th

28、e guest gets to the property to recognize them properly and anticipate their needs.”Anthony GreenVP of Minor HotelsThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel9DISCOVERDiscover Phase TimelineThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel10DISCOVERA

29、s Travelers Discover,Maximize the Perfect ChannelsYou have access to a variety of channels,from social media and email campaigns to SEO and paid advertising,to captivate and convert travelers dreaming of taking a trip.Take advantage of these channels to inspire users before they make important trave

30、l decisions.Display Advertising ProspectingDisplay advertising prospecting engages potential hotel guests through compelling ads on websites and appsboosting brand awareness and capturing attention for your brand.Unbranded Search Engine Marketing(SEM)Unbranded SEM targets generic keywords,not tied t

31、o your hotel brand,to engage early-stage researchers,harnessing their initial interest in accommodations,amenities,and destinations.Video AdvertisingVideo advertising communicates brand messages with captivating visuals and sound.Digital videos create dynamic,interactive narratives,that resonate wit

32、h viewers on websites,social media,YouTube,and more.Facebook and Instagram AdvertisingFacebook and Instagram offer diverse ad formats,such as images,videos,and slideshows,to engage vast user bases,enhancing brand visibility,traffic,engagement,and marketing goals with compelling visuals.Connected TV(

33、CTV)Unlike cable TV,CTV supports precise ad targeting using viewer data,similar to digital ads.Deliver relevant ads to your audiences on streaming services,enhancing the effectiveness of your hotel marketing campaigns.The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel11DISCOVERT

34、ravel Insights Are Your Window Into DemandTravel insights give crucial data to help you maximize campaign impact.During peak seasons,such as in Colorado and Sedona,travelers exhibit very different planning behaviors.For Colorado,people prioritize booking hotels significantly earlier than flights,lik

35、ely driven by the desire to secure ski lifts and accommodations.In Sedona,the trend reverses,with flight bookings taking precedence,reflecting a more flexible itinerary.The observation that booking lead time exceeds search lead time hints at a segment of highly committed early planners,possibly infl

36、uenced by the demands of peak seasons.Exploring these patterns opens avenues for strategic marketing and helps you tailor your campaigns to the nuanced planning behaviors of distinct audiences.This gives you a competitive advantage,ensuring campaigns resonate with the diverse preferences of traveler

37、s.Search TypeAverage Lead TimeDining(Booking)30 daysDining(Search)34 daysCar(Booking)40 daysCar(Search)58 daysVacation Packages(Search)58 daysAir(Search)97 daysAir(Booking)117 daysLodging(Search)124 daysLodging(Booking)151 daysSearch TypeAverage Lead TimeDining(Search)29 daysCar(Booking)39 daysDinin

38、g(Booking)45 daysCar(Search)50 daysLodging(Search)52 daysVacation Packages(Search)57 daysLodging(Booking)66 daysAir(Search)90 daysAir(Booking)111 daysAverage Search&Booking Lead TimeSedona,AZ Peak Season March to MayColorado Ski Resorts Peak Season Jan to MarchThe Hotel Marketers Playbook:A Guide to

39、 Navigating the Marketing Funnel12DISCOVERFinding Success in the Discover PhaseData Collection and ManagementInvest in robust data collection and management systems to gather valuable first-party data directly from your website visitors and guests.This includes browsing behavior,booking history,pref

40、erences,and demographics.Ensure strict data privacy compliance to build trust with users.Personalized MarketingUtilize first-party data to create highly personalized marketing campaigns.Craft tailored recommendations,messages,and offers based on guest profiles and behavior.You can deliver relevant c

41、ontent through email marketing,website personalization,and targeted advertising without relying on third-party cookies.Customer Relationship ManagementImplement a Customer Relationship Management(CRM)system to analyze and centralize your first-party data effectively.This allows you to get a complete

42、 picture of your guests,track guest interactions,and nurture relationships.Send personalized communications,offers,and surveys to enhance guest engagement and loyalty.1.Implement a First-Part Data Strategy Thats Second-to-NoneThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel13D

43、ISCOVER2.Stand Out in the Market With Better Brand StorytellingFocus on AuthenticityShare genuine stories that reflect your hotels unique character,values,and contributions to the local community.Authenticity resonates with travelers who are seeking genuine and meaningful experiences.Emphasize Perso

44、nalizationTailor your storytelling to cater to the individual preferences and needs of your target audience.Highlight how your hotel offers personalized services and accommodations that set you apart from competitors.Leverage User-Generated ContentEncourage guests to share their own stories and expe

45、riences at your hotel on social media and review platforms.Feature this user-generated content in your marketing materials to provide real-life testimonials and build trust with potential guests.The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel14DISCOVEROptimized Website and SE

46、OMake sure your hotels website is well-optimized for search engines.When you align your content with potential guests search queries,including local attractions,events,and amenities,you can improve your websites visibility.Precision Targeting with Paid Social Media AdsPaid social media advertising p

47、latforms such as Facebook and Instagram can help you precisely target potential guests based on demographics,interests,and online behavior.By creating visually compelling ads,you can build awareness with travelers interested in taking a trip.Strategic Display Advertising and ProspectingDisplay adver

48、tising campaigns and display prospecting can help you reach users who are likely already interested in travel and hospitality.When your advertising design and messaging emphasize what makes your hotel special,you can get in front of a larger and more diverse audience.3.Increase Your Addressable Audi

49、ence Size By Reaching New TravelersC H A P T E R T W OPlanThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel16PLANWhen Consumers Decide to Make Their Travel Dreams a RealityWhen a travelers vision takes shape,and theyre ready to translate their aspirations into concrete plans,it

50、s time to capture their direct booking.In the Plan phase,travelers create itineraries,decide between accommodations,schedule activities,and more.Theyre meticulously charting out their daily schedules,identifying must-see attractions,and dining and cultural experiences.Using the data you collected du

51、ring the Discover phase,you can understand a potential travelers intent and deliver the right messagetargeting high-value travelers.AI-powered tools and strategic partnerships help you segment and score existing customers based on the likelihood of booking.This way,you can identify a customer who ha

52、s stayed multiple times in recent months as more valuable than one who stayed once a few years ago,which helps you know where to invest in the planning stage.Once you know what a traveler is looking for,you can deliver an enticing offer.The Hotel Marketers Playbook:A Guide to Navigating the Marketin

53、g Funnel17PLANAs Travelers Plan,Align Your Channels AccordinglyThe following digital marketing channels serve as invaluable tools for you during the planning phase.Your strategies can captivate travelers in the early stages of trip planning,steering them towards choosing your hotel as their preferre

54、d accommodation option.MetasearchLeverage metasearch in the planning phase by ensuring your properties are well-represented,with appealing content and competitive pricing,to attract travelers initial interest and consideration.Native AdvertisingIncorporate native advertising by integrating helpful,i

55、nformative content into travel-related websites,guiding users toward destination research and booking decisions.Display Prospecting and RetargetingUse display prospecting to attract potential travelers with enticing ads,and retargeting to re-engage and convert those whove shown interest.Branded and

56、Unbranded SEMMake the most of branded SEM to engage users already aware of your brand and unbranded SEM to target those searching for destination and accommodation exploration.Video AdvertisingUtilize video advertising to inspire and inform potential travelers,showcasing highlights,accommodations,an

57、d experiences through engaging visual narratives.The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel18PLANUnderstanding Traveler Personas Makes For Smarter MarketingDiving into the diverse behaviors of different traveler personas is important for optimizing your campaigns,particu

58、larly in the Plan phase.The Indecisive ExplorerB E H A V I O RA meticulous planner for a ski trip,consistently searching various destinations and fluctuating on dates.I N S I G H TUse targeted ads showcasing flexibility,emphasizing options in Vail,Avon,Aspen,Breckenridge,and Beaver Creek.Implement p

59、ersonalized messaging on date changes,emphasizing dynamic booking options.The Aspen EnthusiastB E H A V I O RFocused on Aspen for a Presidents Day trip,consistently checking United Airlines and St.Regis.I N S I G H TCraft campaigns specifically for Aspen,leveraging retargeting strategies.Explore per

60、sonalized offers for preferred St.Regis hotel.Consider targeted email campaigns or website bookmarking features to enhance engagement.The Strategic Comparison ShopperB E H A V I O RInitially choosing Marriott in Beaver Creek but exploring other Hyatt options even after booking.I N S I G H TImplement

61、 retargeting ads emphasizing the benefits of Marriott in Beaver Creek.Consider personalized promotions to retain the booking.Utilize strategic messaging highlighting the unique offerings and advantages over other considered options.The Hotel Marketers Playbook:A Guide to Navigating the Marketing Fun

62、nel19PLANExceed Expectations As Travelers PlanImproved PersonalizationShowcase to stakeholders how your CDP enhances your ability to create highly personalized marketing campaigns.Highlight examples of increased engagement,conversion rates,and revenue through tailored messaging and offers based on e

63、nriched customer data.Enhanced Customer InsightsEmphasize the depth of customer insights and segmentation capabilities provided by your digital marketing partners.Demonstrate how these insights lead to better-targeted campaigns,improved customer satisfaction,and more informed decision-making across

64、the organization.Attribution and ROIPresent concrete evidence on how your data has contributed to better attribution models and ROI measurement.Show the impact of data-driven strategies on reducing marketing costs,increasing customer lifetime value,and driving revenue growth.1.Make Your Customer Dat

65、a Platform(CDP)Investment Worth Every PennyThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel20PLANContent Marketing and SEOCreate informative and engaging content around popular destination keywords,travel tips,and local attractions.Optimize your website for search engines to r

66、ank higher in organic search results.This strategy helps you attract travelers actively researching their trips,reducing reliance on OTAs.Direct Booking IncentivesOffer incentives for guests who book directly through your website,such as Personalized CommunicationSend tailored emails or messages wit

67、h exclusive offers,discounts,or loyalty program rewards to entice past guests to return.Acknowledge special occasions like birthdays and anniversaries to show your appreciation.Loyalty ProgramsImplement a robust loyalty program that rewards guests for repeat stays.Offer perks such as room upgrades,l

68、ate check-outs,or exclusive access to events and amenities.Encourage members to accumulate points for future discounts or free stays.Remarketing and RetargetingImplement remarketing and retargeting strategies to stay top-of-mind with past guests.Display targeted ads on social media and other platfor

69、ms to remind them of your hotel and any upcoming promotions or events.lower rates,complimentary upgrades,or exclusive packages.Promote these perks prominently on your website and in marketing materials to encourage travelers to book directly with your hotel.Email Marketing and RetentionBuild a stron

70、g email marketing strategy to nurture relationships with past guests.Regularly communicate exclusive offers,promotions,and updates to encourage direct bookings.Additionally,use segmented email lists to target different traveler segments effectively.2.Turn Former Guests Into Loyal Customers3.Go Toe-t

71、o-Toe With Online Travel AgenciesC H A P T E R T H R E EBookThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel22BOOKWhen Consumers Are Ready to Make a ReservationGetting travelers to convert is the ultimate goal for every hotel marketerbut how you woo travelers is different now

72、that we are transitioning into a cookieless world.If you activate and enrich your first-party data,you can understand your potential guests well enough to give them exactly what they need,helping you secure direct bookings.The great thing about first-party data is that its owned by you and helps you

73、 to increase accuracy and control over who receives your messaging.First-party data from your website combined with hashed emails and historical booking data help paint a full picture of a travelers profile,helping you find new travelers and bring back past guests.Many travelers gravitate toward des

74、tinations,hotels,or attractions that theyve already visited because new places pose a greater risk as they dont know what to expect.Use this opportunity to target and engage those who have visited the website or stayed before.Ive definitely seen increased bookings.In fact,January through March is us

75、ually a quiet period for us,but this year,leisure bookings are double what we normally see,and this is due to Sojern.As a small hotel,I really value the relationship weve built with the Sojern team.You can tell when someone is genuine and willing to work with you,and I feel that with Sojern.Kamila B

76、ean,Director of Rooms,Newstead Belmont Hills Golf Resort and SpaThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel23BOOKAs Travelers Book,Make the Most of Your ChannelsWith the right mix of channels,you can capture travelers attention,inspire their choices,and ultimately drive d

77、irect bookings,increasing revenue and proving the impact of your campaigns in the booking phase.MetasearchOptimize metasearch by ensuring accurate pricing and availability information,encouraging direct bookings,and managing your online reputation effectively.Native AdvertisingUse native advertising

78、 by integrating persuasive content on travel-related platforms,guiding potential guests to finalize their reservations with your hotel brand.Display RetargetingYou can employ display retargeting to re-engage potential guests whove shown interest,encouraging them to complete their reservations.Brande

79、d SEMWith branded SEM,capture travelers seeking your specific hotel brand,facilitating direct bookings and maximizing your conversions.Facebook and Instagram AdvertisingFacebook and Instagram advertising helps you reach potential guests through the final moments of their decision-making through stro

80、ng calls-to-action and streamlined digital experiences.The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel24BOOKFlexible Travelers Mean Evolving Dynamics:Lengths of Stay Are Now in FluxA noticeable transformation is underway as the boundaries between business and leisure travel b

81、lur.This shift is redefining the way travelers plan and extend their stays,marking a departure from rigid itineraries.With the once-clear line between business and leisure fading,travelers now find themselves with increased flexibility to prolong their stays.Travelers are extending their stays,with

82、a prevalent trend indicating stays lasting between 4 to 7 days.This allows them to seamlessly blend work commitments with exploration.This influences not only the duration of trips but also the way accommodations and businesses cater to the changing preferences of travelers.You can encourage travele

83、rs to extend their trips during the booking phase through strategic incentives and personalized offerings.Length of StayChicago,ILCorpus Christi,TXEugene,ORLas Vegas,NVTampa,FL201920232019202320192023201920232019202303 days46%40%47%44%37%34%56%53%27%25%47 days40%44%35%39%45%49%37%40%51%53%8+days15%1

84、7%17%18%18%17%7%7%23%22%Average Length of Stay 2019 vs 2023The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel25BOOKBoost Your Business in the Booking PhaseContinuous Learning and AdaptationStay on top of new digital marketing trends,tools,and technologies.Invest in employee trai

85、ning and encourage a culture of continuous learning within your marketing team as the digital landscape evolves.Data-Driven Decision-MakingUse data analytics and tracking tools to gain insights into your digital marketing campaigns.Monitor key performance indicators(KPIs),analyze customer behavior,a

86、nd use data-driven insights to optimize your marketing efforts.Strategic PartnershipsCollaborate with digital marketing agencies or experts specializing in hospitality.These partnerships can provide valuable expertise,access to cutting-edge technologies,and insights into industry best practices.Targ

87、eted Marketing CampaignsLaunch targeted marketing campaigns specifically designed for need periods.Use email marketing,social media advertising,and search engine marketing to reach past guests and potential visitors.Highlight special offers,exclusive experiences,or unique packages that make staying

88、at your hotel during low-demand times particularly appealing.Dynamic Pricing StrategiesImplement dynamic pricing models that adjust room rates in real time based on demand fluctuations.Use historical data,competitor rates,and market conditions to set optimal prices.Offer promotions,discounts,and pac

89、kages during off-peak periods to incentivize bookings.Enhanced Guest ExperienceFocus on delivering exceptional guest experiences to attract and retain customers during need periods.Offer complimentary amenities,upgrades,or personalized services to enhance their stay.Encourage guest feedback and revi

90、ews to build trust and reputation,which can drive bookings even during off-peak times.1.Understand the Complex Landscape of Digital Marketing2.Dont Go Into A Need Period With Any Question MarksThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel26BOOKData Compliance FrameworkDevel

91、op a comprehensive data compliance framework that aligns with local and international privacy regulations such as GDPR and CCPA.Ensure all data collection,storage,and processing practices adhere to these regulations,including obtaining proper consent from guests for data usage.Data Security Measures

92、Invest in robust data security measures to safeguard guest information.Implement encryption,access controls,and regular security audits to protect guest data from breaches.Stay updated on the latest cybersecurity threats and mitigation strategies.Transparency and EducationMaintain transparency with

93、guests regarding data usage and privacy policies.Provide clear and easily accessible privacy notices on your website and during the booking process.Educate your staff about privacy regulations to ensure compliance in daily operations.2.Turn Former Guests Into Loyal CustomersC H A P T E R F O U REnga

94、geThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel28GUEST EXPERIENCEEngage&Delight Your Guests Post-BookingYouve finally secured that coveted direct booking,and now is the time to help guests make the most of their experience.Foster lasting engagement with these travelers afte

95、r theyve booked by orchestrating a range of personalized experiences.This journey starts with pre-arrival communication,where you can share a warm welcome and any helpful details for their stay.During their visit,customized amenities and attentive concierge services ensure guests feel genuinely care

96、d for.Ongoing communication helps you maintain a connection with your guests,with feedback collection systems and loyalty program invitations reinforcing your commitment to guest satisfaction.Post-stay surprises and remembering special occasions create memorable touchpoints,extending the guest exper

97、ience beyond their departure.Engaging with guests on social media and through newsletters keeps them connected to the hotels brand,while referral programs incentivize them to share their positive experiences,contributing to a loyal and engaged guest community.Ongoing communication not only helps you

98、 maintain a connection with your guests but also strengthens it.Systems for collecting feedback and invitations to loyalty programs underscore your dedication to guest satisfaction.Beyond their departure,post-stay surprises and thoughtful recognition of special occasions create lasting impressions t

99、hat encourage them to filter back into the top of the marketing funnelhelping you build a loyal and engaged guest community.Guest Experience SolutionsTraveler Advertising SolutionsThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel29GUEST EXPERIENCETo Engage Your Guests,Choose th

100、e Right ChannelsUse technology and communication channels to offer personalized recommendations,amenities information,and local insights during a guests stay.This enhances the guest experience,encourages spending,and fosters customer loyalty,leading to positive reviews,increased ancillary revenue,an

101、d the foundations for long-term relationships.AI ConciergeUse an AI Concierge to streamline guest interactions and handle common queries and routine requests in real timefreeing up your staff to upsell mid-stay and improve the quality of service.Real-Time ChatReal-time chat allows guests to inquire

102、about amenities,make special requests,and receive quick assistance.Leverage this channel to offer mid-stay upsells and inform guests about the diverse range of options at their disposal.Reputation ManagerMonitor online reviews,respond to feedback,and implement improvements to enhance guest satisfact

103、ion,trust,and the overall hotel experience.Improving your reputation will also have an impact on your insurance premiums,saving your property money in the long-run.Social MediaShare daily local highlights,exclusive discounts,and interactive challenges to foster community engagement and enjoyment thr

104、oughout their stay.Email and SMSEmail and SMS empower your upselling,cross-selling,audience segmentation,and dynamic messaging.The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel30GUEST EXPERIENCEExceed Expectations in the Guest Experience PhasePersonalized ServiceUse guest data

105、to provide personalized amenities,room customization,and special surprises like welcome gifts or notes.The more guests feel valued and understood,the stronger their loyalty.Enhanced CommunicationImplement digital tools like mobile apps or in-room tablets that allow guests to easily request services,

106、get information,or communicate with hotel staff.Quick response times to guest inquiries or requests demonstrate attentiveness and care.Exceptional ExperiencesOrganize unique events,activities,or local tours for guests.Whether its a cooking class,a guided city tour,or a spa day,these experiences set

107、your hotel apart and leave a lasting impression.Automation and Self-ServiceImplement technology solutions that automate routine tasks and provide self-service options for guests.This can include self-check-in kiosks,mobile check-in/out,and digital concierge services.Automation reduces the workload o

108、n staff,allowing them to focus on high-priority guest interactions.Cross-TrainingCross-train your existing staff to perform multiple roles effectively.This flexibility enables you to redistribute resources as needed based on guest demands.Outsourcing and PartnershipsConsider outsourcing certain func

109、tions or forming partnerships with external service providers for tasks like housekeeping,laundry,or maintenance.This approach allows you to maintain service quality while reducing the direct labor burden on your hotel.1.Happier Guests Help Build Brand Loyalty2.Limited Labor Resources Shouldnt Limit

110、 Your EfficiencyThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel31GUEST EXPERIENCEUpselling and Cross-SellingUnlock opportunities to enhance guest satisfaction by offering enticing upsells and cross-sells during their stay.You can offer extended stay packages,room upgrades,or

111、complimentary services mid-stay to make the occasion memorable.Equip your staff with the skills to recognize these opportunities using surveys,digital platforms,mobile apps,in-room tablets,and more,and encourage them to make proactive suggestions for more upgrades.In-Room ServicesOffer a range of in

112、-room services that guests can easily access through digital platforms.In-room dining,spa services,or premium entertainment options are becoming an expectation for guests.You can also gather feedback during the stay to understand guest preferences and tailor upsell suggestions.Events and Group Booki

113、ngsPromote your hotel as a venue for events,meetings,and group bookings.Host conferences,weddings,or corporate retreats,and provide comprehensive packages that include catering,meeting facilities,and accommodations.These events can significantly increase TRevPAR,especially during off-peak periods.3.

114、Develop Incremental Revenue and Total Revenue Per Available Room(TRevPAR)The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel32GUEST EXPERIENCEFull-Funnel Campaigns Are the Key to Loyalty&RevenueFull-funnel marketing strategies are not just a strategic choice,but a catalyst for bu

115、ilding guest loyalty and driving incremental revenue.You need to understand and address the travelers journey at every stage,from initial awareness to post-stay engagement.At the awareness stage,you lay the foundation for trust.Thoughtfully curated content,captivating visuals,and targeted campaigns

116、introduce potential guests to the unique offerings of your hotel and destination.This initial connection sets the stage for building a relationship based on genuine interest.As travelers progress through the consideration and decision-making stages,personalization becomes a key driver.When armed wit

117、h data-driven insights,you can tailor your messaging to cater to individual preferences.This personal touch enhances the overall experience,making guests feel valued and understood,which is integral to fostering loyalty and driving repeat bookings.Your marketing strategies must go beyond the traditi

118、onal funnel,encompassing the entire guest lifecycle from awareness to advocacy.Its not a one-way street;its a continuous loop.Beyond securing bookings,the full-funnel approach involves post-booking engagement.Using digital marketing tools,you can maintain guest connections through post-stay communic

119、ations,exclusive offers,and loyalty programs.This ongoing engagement not only brings these travelers back into the funnel for repeat bookings but it also transforms satisfied guests into vocal advocates,amplifying positive word-of-mouth marketing for your hotel.A well-crafted full-funnel strategy go

120、es beyond mere guest acquisition;it maximizes revenue opportunities at each touchpoint.In essence,a full-funnel experience is a commitment to understanding,anticipating,and exceeding guest expectations at every stage of their journey.By doing so,you not only secure loyalty from existing guests but a

121、lso create a magnetic pull for new ones.Youre establishing a foundation for sustained success and growth in the competitive landscape of the hospitality industry.Born for travel from day one,Sojern gives hotel marketers the tools to reach,engage,and retain high-value travelers throughout their plann

122、ing and booking journey.Providing an unparalleled view into global travel,Sojerns Travel Marketing Platform develops,activates,and optimizes audiences across digital media channels to deliver full-funnel marketing goals,drive production efficiently,and enrich first-party data.10,000 hotels,attractions,tourism boards,and travel marketers rely on Sojern annually to engage and convert travelers around the world.Learn more at