Sojern：2018酒店業洞察報告（英文版）（19頁）.pdf

1、Sojerns Hotel Insights Report, 2018: Impress Early to Never Miss a Booking Next 2 Sojerns Hotel Insights Report | The Need to Reach Travelers Earlier Why Mobile Matters for Hoteliers Real-Time Campaign Management Competitive Booking Opportunity About Sojern / Methodology 4 10 15 17 18 Sojerns Hotel

2、Insights Report, 2018: Impress Early to Never Miss a Booking Next Previous 3 Sojerns Hotel Insights Report | With the end of the year quickly approaching, hotel marketers are busy not only planning for holiday travelers, but they are also strategizing initiatives to target the right travelers at the

3、 right timeincreasing their direct bookings and overall return on ad spend (ROAS). In order to arm hoteliers with insights needed for their advertising strategies, we looked at our unique data set of 350 million global traveler profilesincluding billions of search and booking signals from our partne

4、rs across the industry. Our latest hotel insights research report offers an in-depth view of how travelers are moving through the increasingly complex path to purchase. In this report, we uncover: The need to reach and influence travelers earlier along their path to purchase. Why mobile is changing

5、the advertising landscape for hoteliers. How to increase bookings through real-time campaign management. With these learnings, travel brands and hoteliers can develop strategic campaigns that find and convert travelers with the right message, in the right place, at the right time. Next Previous 4 So

6、jerns Hotel Insights Report | Every travelers exact path to purchase can be varied and complex. But the road from dream to destination remains the same for each travelerdream, plan, book, experience, and share. When advertising to in-market travelers, marketers tend to target travelers in the planni

7、ng stage when they are ready to book their trip, not high up in the funnel when they are only dreaming of their next adventure. However, Sojerns recent research shows that this is not the best tactic. By the time travelers are ready to book their trip, they have already narrowed down their list of p

8、otential hotels to only a small set of brands. In fact, by the time travelers are actively in market to book, they are considering an average of only 1.5 hotel brands within their online searches, and only 32% of hotel planners consider three or more brands when searching online.1 1Sojern Internal D

9、ata, US IP, Apr 2018 The Need to Reach Travelers Earlier During Their Path to Purchase So, what can hoteliers do to reach travelers earlier in the cycle influencing them to consider their hotel before they narrow down their choices? 1 Dream 2 Plan 3 Book 4 Experience 5 Share 68% of hotel searchers c

10、onsider one or two brands during the planning stage. Tweet This Cycle of Path to Purchase Next Previous 5 Sojerns Hotel Insights Report | During the dreaming stage, travelers are starting to explore building their perfect trip by looking for inspiration about which destinations, hotel brands, and ev

11、en activities they should consider for an ideal experiencethey still havent made up their minds, making them brand and destination agnostic. Anticipating the needs of your consumer as theyre looking for inspiration can help make sure that your brand is on their booking short list. To gain a deeper u

12、nderstanding of how consumers start planning and booking their trips, we first looked specifically at US travelers planning for domestic summer trips (June - August) when searching and booking both flight and hotel. According to Googles data, travelers began planning earlier than one would expect. S

13、ix in ten people considering a summer trip were already conducting some type of research in February.2 2Think with Google, April 2017 According to Sojerns data set of an average summer trip in the US, a traveler begins searching on travel sites about 49 days from their date of travel, and they begin

14、 searching for their flight about 26 days before booking their hotel. For hotel bookings, travelers search about 10 days before booking their hotel and 30 days before travel. During the dreaming stage, travelers are brand and destination agnostic. Become a part of their travel dreams by providing in

15、spiration early along their path to purchase. Tweet This Inspire Travelers During the Dreaming Stage Average Days Between Event and Hotel Booking The Need to Reach Travelers Earlier During Their Path to Purchase Next Previous 6 Sojerns Hotel Insights Report | As travelers narrow down their options a

16、nd plan their trips, its important that hotel marketers have a strong strategy for intercepting travelersraising consideration in the dreaming stage to ensure theyre in the running at booking. Next Previous 7 Sojerns Hotel Insights Report | 1. Go Beyond Your Branded Keywords Inspire the dream by add

17、ing keywords to your SEO strategy that are not brand specific. Think about how people search while they are dreaming about where to go and what to do. Many people will start searching for generic terms, such as “best time to visit” a location or “best place to travel solo” or “top honeymoon vacation

18、 spots.” By crafting content that helps the traveler explore the area or activity, you can make sure that your brand becomes top of mind when it is time to book their final plans. 2. Leverage Local DMOs Many travelers start looking for inspiration by looking for experience or activity packages based

19、 on their travel destination. For example, say someone in Texas is looking for a romantic Valentines Day trip close to home, they may search “Houston Romantic Getaway” and land on Visit Houstons romantic “Love Bird” package offerings. Since the package is already tailored to the travelers desires, h

20、otels can make sure that they are within the travelers booking consideration set. 3. Create Your Own Inspiration Website In 2015, Marriot launched their own editorial website, Marriott Traveler, in order to provide travelers with meaningful travel destination content and information. Their editorial

21、 site covers a wide variety of topics from packing tips to key places to level up your next Hawaiian adventure. The site not only captures travelers while they are dreaming, but Marriot backlinks to its booking site for direct booking conversions. 3 Ways to Inspire the Dream The Need to Reach Travel

22、ers Earlier During Their Path to Purchase :/ :/ Next Previous 8 Sojerns Hotel Insights Report | “ Next Previous We are focused on producing engaging and informative content created for the way people research and purchase travel online. Launching Marriott Traveler, expands the value our website brin

23、gs to consumers, particularly younger business and leisure travelers who want to experience something unique during their travels and share their adventures with their social networks.3 Andy Kauffman Senior Vice President, Global Marketing Optimization, Marriott International 3 a-new-travel-and-life

24、style-publication-featuring- destination-content-launches-at-traveler-marriott-com/ 9 Sojerns Hotel Insights Report | “ Successful Instagram accounts know that advertising is not the key to engaging followers. The personality is displayed, and then in the personality there are things that can be mar

25、ketedwhich is happening with The Wink, and its what weve wanted from the beginning.4 Kris Carlson General Manager, The Wink See how The Wink inspires travelers to dream using Instagram. 4 Booking Lead Time by Hotel Segment All hotel segments have a huge opportunity to provide inspiration to traveler

26、s during the dreaming stage, before brand considerations begin to narrow. Once a hotelier has identified an audience of travelers likely to book lodging within their local marketfor example, travelers whove booked a specific Origin / Destination pair for certain flight dates but not yet booked a hot

27、elbrands should continue to engage these travelers further through the planning stage. Recommended tactics include targeting those who abandoned their cart or those who are looking for competitive options. One notable caveat to point out: when travelers are searching for luxury hotels, the average t

28、ime gap between search and booking is considerately larger, meaning higher-end travelers are putting more research into selecting the best possible lodging experience. This gives luxury hotels and resorts a longer opportunity to provide the traver inspiration and capture their interest in both the d

29、reaming and the planning stage. 01020304050607080 Economy Midscale Upper Midscale Upscale Upper Upscale Luxury Average Lead Time by Hotel Segment (in Days) The date range covers a full year, from August 2017 - July 2018. A mobile device is categorized as a mobile or tablet with full browsers (no app

30、). Segment follow the STR segmentation of hotels. The Need to Reach Travelers Earlier During Their Path to Purchase Next Previous 10 Sojerns Hotel Insights Report | Mobile plays an increasingly significant part during a travelers dreaming, planning, and booking stages. In fact, mobile travel searche

31、s made on travel sites are increasing at a faster rate than desktop searches, growing 43% faster YOY.5 And eMarketer predicts that by 2021, mobile will represent nearly half of all digital travel sales.6 In order to make sure that your hotel is in a travelers consideration set, hoteliers need to pla

32、ce mobile first in their marketing strategyproviding inspirational content that can be easily viewed on mobile devices as travelers dream of their next trip. 5Sojern Internal Data, US IP, Apr 2018 6 Why Mobile Matters for Hotels Hotels historically prioritized seasonal marketing campaigns to drive b

33、ookings during peak season. But in todays highly-connected and mobile-first world, travelers are dreaming about destinations far earlier than ever before, and it changes how they book. Today, an always-on, mobile-friendly approach to marketing is key. Kurt Weinsheimer SVP of Property Solutions of So

34、jern “ Next Previous 11 Sojerns Hotel Insights Report | To understand how travelers use their smartphones* when searching for hotels, we looked at overall device usage across hotel brands. Our data explains that the share of smartphone usage for mobile search and booking can vary greatly across hote

35、l brands. There are many factors that play into this, from hotel segment to the ease and speed of the mobile sitehow long your site loads on mobile devices can greatly affect the performance of your site. In fact, according to Google, 53% of mobile site visitors leave a page that takes longer than t

36、hree seconds to load, so make sure your site is ready to capture and convert those travelers.7 Brands that have well-performing sites and fast mobile speeds tend to garner a higher share of mobile usage. 7Jaclyn Loo. May 2017.Travel Planning and Purchasing Has Evolved on Mobile. * A mobile smartphon

37、e is categorized as a mobile smartphone device with full browsers (no app). MaximumMinimum 6% 4%54% 56% Range of Mobile Smartphone Usage Across Hotel Brands The date range covers the first half of 2018 from Jan - June 2018. Why Mobile Matters for Hotels Smartphone Hotel Search and Booking Usage Next

38、 Previous 12 Sojerns Hotel Insights Report | When travelers are dreaming of their next trip, they are looking for inspiration using their mobile devices. And, that couldnt be more to the point when it comes to dreaming about a stay at a luxury hotel. Generally speaking, the more economical the segme

39、nt, the higher the rate of interactions are seen on a mobile device or devices. Though, luxury segments also see high rates of mobile interaction in search. This may be fueled by travelers who are dreaming about luxury vacations for longer periods of timeusing their mobile devices to find inspiratio

40、n at a higher stage of the purchase funnel. When it comes to bookings however, economy hotels lead in the share of mobile bookings. This may be based on the level of trust consumers feel about mobile transactionsthe higher the dollar amount, the more likely they are to book on desktop. 0 10 20 30 40

41、 50 60 LuxuryUpper Upscale UpscaleUpper Midscale MidscaleEconomy Mobile Search and Booking by Segment The date range covers a full year, from August 2017 - July 2018. A mobile device is categorized as a mobile or tablet with full browsers (no app). Segment follow the STR segmentation of hotels. Why

42、Mobile Matters for Hotels Mobile Device Usage by Hotel Segment Next Previous 13 Sojerns Hotel Insights Report | Why Mobile Matters for Hotels Number of Devices Used Over Time for Hotel Booking Research Today, many of us own multiple devices and research multiple websites and apps before making a tra

43、vel booking. And, considering that there is no average traveler path to purchase, we wanted to see what the data could tell us just how many devices travelers used, depending on the length of time between searching and booking. The results are not surprisingthe more lead time between search to book

44、is usually associated with more search queries on more devices. Our data confirms that we are in a multi-device world! Even shoppers, guests, or potential guests that start searching for hotels on the day of booking use more than one device on average. One key thing to remember is that the longer pe

45、ople search, the more devices they use. Number of Pre-Booking Events vs. Number of Devices Used 0 5 10 15 20 25 30 35 40 60+ Days Before 30-39 Days Before 15-29 Days Before 8-14 Days Before 1-7 Days Before Same Day 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 The data is for hotel bookings made in the US dur

46、ing Jan-Jul 2018. Pre booking events are “hard” events, i.e. searches or bookingsnot mere homepage visits. Devices defined as unique mobile device IDs and unique “useragents”. Useragents are a proxy for web devices as they are browser - rather than device specific. Even when searching and booking a

47、hotel on the same day, travelers use 1.5+ devices. Tweet This Next Previous 14 Sojerns Hotel Insights Report | With the multi-device data, we wanted to understand how many devices travelers used to book across each hotel segment. Researching and booking on a single device is the norm for 63% of hote

48、l bookers. Single device user journeys are more often to be found with those booking economy than for those booking luxury. This data is not surprisingconsidering that travelers will dream and plan for higher price point luxury hotel stays far longer than they will for economy hotels. When booking l

49、uxury hotels, 45% use multiple devices. LuxuryUpper Upscale UpscaleUpper Midscale MidscaleEconomy 45% 38% 41% 36% 33% 30% Shares of Hotel Bookers Researching On More Than 1 Device Why Mobile Matters for Hotels Number of Devices Used For Bookings by Hotel Segments Next Previous 15 Sojerns Hotel Insights Report | The Need For Real-Time Campaign Management and Engagement Lets take a moment to look at one anonymous travelers path to purchase for an overnight stay for two in Orlando, FL. In little more than a day,