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.
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“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform.