Sojern2019年旅游广告报告英文2019943页

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’sGuestChapter1The2019ReportonTravelAdvertisingforHotelMarketers5Almosthalf(48%)ofhotelmarketersindicatedtheirtopchallengein2018waskeepingupwiththefast-pacedadvertisingandtechnologylandscape.Thischallengeencompasseseverythingfromknowingwhereyourmostdesiredaudienceisspendingtimeonlinetomasteringthealgorithmschannelsutilizedtoservedigitaladstoprospectivetravelers.Withthesealgorithmsconstantlychangingandconsumerhabitsshiftingfromplatformtoplatform,itcanfeellikeamovingtarget.Indeed,deliveringpersonalizedadsandoffersinrealtimewasidentifiedbyalmosthalfofhotelmarketersasanotherkeychallengeinthecurrentmarketinglandscape.TheComplexityofEngagingToday’sGuestThe2019ReportonTravelAdvertisingforHotelMarketers6TheComplexityofEngagingToday’sGuestThetopchallengesofdigitalmarketinginthehotelindustryarevariedanddependonmanyfactors,includingmarkettiming,seasonality,travelers’onlinehabits,andthespecificofferingsofaparticularhotelorhotelgroup.AchievingROIandprofitabilitytargetsformyadvertisinginvestments55%Deliveringpersonalizedadsandoffersinreal-time52%Drivingdirectbookings60%Deliveringpersonalizedadsandoffersinreal-time44%ManagingintegratedcampaignsacrossGoogle,Facebook,andothermediapartners64%TargetingtravelersduringaspecificpointalongtheirpathtopurchaseandManagingpricingandprofitabilityacrossmydistributionandmarketingpartners45%InternationalLuxuryChainIndependentHomeshareInnInternationalMid-TierChainHotelGroupThe2019ReportonTravelAdvertisingforHotelMarketers7TopMarketingChallengesInternationalLuxuryChainInternationalMid-TierChainHotelGroupIndependentInnHomeshareAchievingROIandprofitabilitytargetsformyadvertisinginvestments55%39%37%50%41%43%Provingincrementality53%36%38%36%35%57%Keepingupwiththefast-pacedadvertisingandtechnologylandscape52%45%38%52%41%43%Drivingdirectbookings51%43%34%60%28%43%Understandinghowtousemycustomerdatamoreeffectively48%41%41%48%35%29%Managingpricingandprofitabilityacrossmydistributionandmarketingpartners47%46%30%43%45%36%ManagingintegratedcampaignsacrossGoogle,Facebook,andothermediapartners46%43%37%38%28%64%Targetingtravelersduringaspecificpointalongtheirpathtopurchase45%39%42%52%45%36%Reachingnewtravelaudiences44%43%35%41%41%43%Ensuringbrandsafety42%34%32%26%28%50%Deliveringpersonalizedadsandoffersinreal-time38%52%44%45%38%36%Howchallengingwouldyoudescribeeachofthesecommontravelmarketingchallenges?(Percentageofrespondentswhoselected“very/extremelychallenging”)Source:Sojern,2019TheComplexityofEngagingToday’sGuestThe2019ReportonTravelAdvertisingforHotelMarketers8TheStateofHotelAdvertisingSpendChapter2The2019ReportonTravelAdvertisingforHotelMarketers9Everymarketerknowsthekeytosuccessfuladvertising:reachingyourconsumerswheretheyare,rightatthemomentwhentheyaremostlikelytobelookingforyou.Inresponsetothegrowingtrendofresearchingtravelexperiencesonline,today’stravelmarketersacrossallverticalsareincreasinglymovingtheircampaignbudgetstodigitalchannels.Theinvestmentindigitalmarketingalsocoincideswithprofoundchangesinconsumerbehavior.Travelersareresearchingoptionsmoreoften,startingfarearlier,andpieci