Generating Repeat Business with First-Party Data for Hotels
Leverage first-party data and continue to drive production efficiently.
With an industry changed by COVID-19, hotel marketers have overcome unforeseen challenges with furloughs and lay-offs, drastic cuts to marketing budgets, and limited—if any—revenue. For the first time, STR predicted RevPAR levels to surpass 2019, and the hospitality industry is bouncing back. But challenges remain on the horizon, with political and economic uncertainty, and the impending cookieless world, which will change how marketers reach and engage with their customers. Hotel marketers must leverage first-party data, continue to drive production efficiently, and optimize their websites to gather additional data.
Throughout the pandemic, we learned how to evolve with a changing landscape. With the third-party cookie going away, travel marketers must lean into first-party data to learn about their audiences–their interests, search behaviors, travel preferences, and more.
But, what is first-party data? First-party data is information gathered from consenting users that engage on your owned digital channels. Here are benefits of using first-party data:
By ingesting your first-party data and combining it with Sojern’s data, we can create full-funnel audience segments to reach people beginning their travel search, planning their trip, and completing bookings.
Focusing on first-party data, hotel marketers can create meaningful and trusting relationships with their audiences because the data is appropriately managed and gathered with consent. Travelers are searching for a personalized experience with privacy still top of mind.
Hotel marketers must focus on efficiency to reduce costs and drive profitable bookings. It’s the reason why our platform was built to maximize the value of your marketing efforts through the use of data, intelligence, and insights, helping hoteliers find new audiences and bring back repeat guests. Our data gives hoteliers an expanded view of their audiences to show:
This advanced segmentation allows hoteliers to be thoughtful about their content and promote to very specific audiences. These audiences also help hoteliers create a balance between upper- and lower-funnel content to make the best use of marketing spend.
While focusing on creating relationships with their audiences, hotel marketers must produce thoughtful and quality content as well. To build credibility with audiences and increase the chance a user will share additional data, content must be engaging and easy to find. A strong multichannel marketing strategy and high-quality website can create an experience that feels relevant and personal at the right time in the user's journey.
Optimizing your website can be as simple as finding a balance between what is too much information and what is too little information to give users. Simplify your website to make it easier for travelers to book directly with you.
Generating repeat business is a key trend for thriving in a post-cookie world. The tactics above–leveraging first-party data, driving production efficiently, and creating optimized websites–are crucial to bringing back repeat guests. Not only can marketers find these travelers through targeted audiences, but now they can draw them in and engage them throughout the buyer journey.
To learn more and access in-depth interviews with industry experts, including Sojern’s executives, hospitality customers, and digital marketing partners, check out our recent report with Skift, 6 Ways Hotels Can Maximize Revenue in an Evolving Data Landscape.
Find your ideal travelers online with search, booking, and location data.
Fitzgerald will align Sojern's hotel sales vertical in the Americas.
It’s incredible what we’ve gotten through Sojern in terms of direct bookings in such a short space of time. Working with Sojern is the easiest, simplest option out there. They take care of all the legwork and there is little to no input needed from my side. They have been a fantastic partner.
"Email marketing is declining in importance, and other forms of communicating with guests and prospective guests are becoming much more important. First-party data provides the foundation of everything else we're going to do. Really understanding our customers is the starting point for all hotel marketing. This also creates the opportunity when the guest gets to the property to recognize them properly and anticipate their needs.”
“Our collaboration with Sojern remains strong. For the past two years their digital media expertise has provided Hyatt’s Americas Field Marketing team insightful data to help our advertising reach the right audiences at the right time and navigate the evolving travel landscape and consumer preferences.”
"There are so many benefits that first-party data provides hotels today. Consumers are being fed so much information through so many different channels. First-party data gives you the opportunity to tailor messaging for each cohort of consumers, and provide a very personalized experience. That is the goal of collecting and leveraging this data."
We are constantly looking for new ways to communicate with the guests that we want. It’s a challenge! When I heard about Sojern, I knew this was going to take a lot of the work off of me. Sojern places our ads where it matters the most to the traveler. Everything is taken care of, and we get to reap the benefits of Sojern’s efforts.
Looking to learn more about Connected TV to meet your branding goals? Interested in metasearch and direct booking strategies to help your independent hotel? We’ve got detailed reports that address your every marketing need.