The2019ReportonTravelAdvertisingforHotelMarketersPerspectivesfrom300+HotelMarketersAroundtheWorldIfthere’sonetrendunitingthehotelmarketingindustrytodayfromsmallboutiquehotelstolargemultinationalbrands,it’sthattravelersareresearching,planning,andchoosingtheirtravelexperiencesmoreactivelythaneverbefore.Withwhatfeelslikeanunlimitedamountofinformationattheirfingertips,today’stravelersaresavvy,well-informed,andcomfortablewithsearchingouttheinformationtheyneedbeforemakingpurchasingdecisions.Asaresult,hotelmarketersareincreasinglyusingdigitaladvertisingtocommunicatetheirvaluetopotentialguests.Sojernsetouttounderstandhowhotelmarketersareusingadvertisingtheirchannelstoreachthisnewtypeoftravelconsumer.Thisreportsummarizesthedigitaladvertisingexperiencesofmorethan300hotelmarketersaroundtheworldinsixmajorhotelsegments:*•InternationalLuxuryHotelChain•InternationalMid-TierHotelChain•HotelGroups(1-3Properties)•FranchiseandIndependentProperty•B&Bs,Inns,andMotels•HomeshareandHousingRentalInthisreport,you’lllearn:•Howtoday’straveltrendsaredirectlyimpactingtheuseofdigitalmarketinginthetravelindustry•Whichdigitaladvertisingchannelsandformatsarebeingused,andwhicharemosteffective,todrivebusiness,frombrand-buildingandawarenesstobookingsandcompletedstays•Howhotelmarketersareusingdataandtechnologytomeasurecampaignsuccess—andinfluencetravelersalongthepathtopurchaseThedigitaladvertisingecosystemgrowsincreasinglycomplexfortravelmarketers.*Forabbreviationinthisreportwerefertothesegmentsasfollows:InternationalLuxuryChain,InternationalMid-TierChain,HotelGroup,Independent,Inn,andHomeshare.The2019ReportonTravelAdvertisingforHotelMarketers3The2019ReportonTravelAdvertisingforHotelMarketersTheComplexityofEngagingToday’sGuest4TheStateofHotelAdvertisingSpend8SuccessfulDigitalAdvertisingTacticsandChannels18CampaignMeasurementTactics33ExecutiveSummary38AboutSojern40Methodology41The2019ReportonTravelAdvertisingforHotelMarketers4TheComplexityofEngagingToday’sGuestChapter1The2019ReportonT...
