Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "hotels"
- In order to re-engage inactive members of the Bonvoy loyalty program, Marriott's marketing team reached beyond its own first-party data. By layering in third-party data, the team identified key sub-segments and themes for crafting more personalized appeals. Marriott International, Director of Loyalty Program Marketing, Leigh Strickland, shares their learnings from marrying the right data with targeted offers and messaging to re-activate the deactivated.
- Nearly all consumers said they would not use an airline or hotel they already had one negative interaction with, Mitto reports.
- Rakuten Advertising's recent travel research shows 44% of travelers plan to spend more on vacations this year, rather than downgrade the trip. Three-quarters plan to stay in the U.S. when traveling during the next six months, with the remainder traveling internationally.
- While most hospitality organizations were trying to connect with consumers at the front desk, the folks at Red Roof Inn set their sights on more strategic voice opportunities. Kevin Scholl, Red Roof's Director of Digital Marketing, discusses leveraging voice technology, SEO optimization and why they're proud to be the only hospitality brand to engage with consumers in their homes and cars via Alexa.
- How does a global brand like the Four Seasons Hotel & Resorts oversee media buys for 100+ properties, yet still manage to increase website bookings, boost revenue, and drive incrementality to channels like SEO and direct for each hotel? Very strategically. Traditionally, the luxury hotel chain's media budgets were fixed and held at property level. That is until their agency, Acronym, realized it was limiting their advertising reach. Instead, after a successful test pilot, Acronym unified Four Seasons' media buys, and the corporate office essentially gave them what amounts to a "blank check," which enabled them to provide a more strategic and aggressive media investment.
- The Leading Hotels of the World wanted to make sure its loyalty emails were data-driven while resonating across countries and cultures.
- It highlights top content for the month as one's own personalized reading list and leverages data to dynamically include relevant content for upcoming trip if a rewards member has a reservation.
- A prospective hotel's social media presence is important to millennials, with 73% saying they check the company's social media feed before booking.
- Google believes there are three ways that travel brands can win loyalty: customer service, putting the traveler in control, and enabling the travel experience.
- The brand conducted a survey to understand the business traveler psyche and how these individuals think, act and feel while on the road.
