Sojern2018年酒店洞察报告英文2019319页

Sojern’sHotelInsightsReport,2018:ImpressEarlytoNeverMissaBookingNext2Sojern’sHotelInsightsReport|’sHotelInsightsReport,2018:ImpressEarlytoNeverMissaBookingNextPrevious3Sojern’sHotelInsightsReport|—increasingtheirdirectbookingsandoverallreturnonadspend(ROAS).Inordertoarmhotelierswithinsightsneededfortheiradvertisingstrategies,welookedatouruniquedatasetof350millionglobaltravelerprofiles—includingbillionsofsearchandbookingsignalsfromourpartnersacrosstheindustry.Ourlatesthotelinsightsresearchreportoffersanin-depthviewofhowtravelersaremovingthroughtheincreasinglycomplexpathtopurchase.Inthisreport,weuncover:•Theneedtoreachandinfluencetravelersearlieralongtheirpathtopurchase.•Whymobileischangingtheadvertisinglandscapeforhoteliers.•Howtoincreasebookingsthroughreal-timecampaignmanagement.Withtheselearnings,travelbrandsandhotelierscandevelopstrategiccampaignsthatfindandconverttravelerswiththerightmessage,intherightplace,attherighttime.NextPrevious4Sojern’sHotelInsightsReport|’sexactpathtopurchasecanbevariedandcomplex.Buttheroadfromdreamtodestinationremainsthesameforeachtraveler—dream,plan,book,experience,andshare.Whenadvertisingtoin-markettravelers,marketerstendtotargettravelersintheplanningstagewhentheyarereadytobooktheirtrip,nothighupinthefunnelwhentheyareonlydreamingoftheirnextadventure.However,Sojern’srecentresearchshowsthatthisisnotthebesttactic.Bythetimetravelersarereadytobooktheirtrip,theyhavealreadynarroweddowntheirlistofpotentialhotelstoonlyasmallsetofbrands.Infact,bythetimetravelersareactivelyinmarkettobook,theyareconsideringanaverageofonly1.5hotelbrandswithintheironlinesearches,andonly32%ofhotelplannersconsiderthreeormorebrandswhensearchingonline.11 SojernInternalData,USIP,Apr2018TheNeedtoReachTravelersEarlierDuringTheirPathtoPurchaseSo,whatcanhoteliersdotoreachtravelersearlierinthecycle—influencingthemtoconsidertheirhotelbeforetheynarrowdowntheirchoices?1Dream2Plan3Book4Experience5Share68%ofhotelsearchersconsideroneortwobrandsduringtheplanningstage.TweetThisCycleofPathtoPurchaseNextPrevious5Sojern’sHotelInsightsReport|—theystillhaven’tmadeuptheirminds,makingthembrandanddestinationagnostic.Anticipatingtheneedsofyourconsumerasthey’relookingforinspirationcanhelpmakesurethatyourbrandisontheirbookingshortlist.Togainadeeperunderstandingofhowconsumersstartplanningandbookingtheirtrips,wefirstlookedspecificallyatUStravelersplanningfordomesticsummertrips(June-August)whensearchingandbookingbothflightandhotel.AccordingtoGoogle’sdata,travelersbeganplanningearlierthanonewouldexpect.SixintenpeopleconsideringasummertripwerealreadyconductingsometypeofresearchinFebruary.22 ThinkwithGoogle,April2017AccordingtoSojern’sdatasetofanaveragesummertripintheUS,atravelerbeginssearchingontravelsitesabout49daysfromtheirdateoftravel,andtheybeginsearchingfortheirflightabout26daysbeforebookingtheirhotel.Forhotelbookings,travelerssearchabout10daysbeforebookingtheirhoteland30daysbeforetravel.Duringthedreamingstage,travelersarebrandanddestinationagnostic.Becomeapartoftheirtraveldreamsbyprovidinginspirationearlyalongtheirpathtopurchase.TweetThisInspireTravelersDuringtheDreamingStageAverageDaysBetweenEventandHotelBookingTheNeedtoReachTravelersEarlierDuringTheirPathtoPurchaseNextPrevious6Sojern’sHotelInsightsReport|’simportantthathotelmarketershaveastrongstrategyforinterceptingtravelers—raisingconsiderationinthedreamingstagetoensurethey’reintherunningatbooking.NextPrevious7Sojern’sHotelInsightsReport|“besttimetovisit”alocationor“bestplacetotravelsolo”or“tophoneymoonvacationspots.”Bycraftingcontentthathelpsthetravelerexploretheareaoractivity,youcanmakesurethatyourbrandbecomestopofmindwhenitistimetobooktheirfinalplans.2.LeverageLocalDMOsManytravelersstartlookingforinspirationbylookingforexperienceoractivitypackagesbasedontheirtraveldestination.Forexample,saysomeoneinTexasislookingforaromanticValentine’sDaytripclosetohome,theymaysearch“HoustonRomanticGetaway”andlandonVisitHouston’sromantic“LoveBird”packageofferings.Sincethepackageisalreadytailoredtothetraveler’sdesires,hotelscanmakesurethattheyarewithinthetraveler’sbookingconsiderationset.3.CreateYourOwnInspirationWebsiteIn2