2018年酒店洞察报告（英文）

Sojern’s Hotel Insights Report, 2018:Impress Early to Never Miss a BookingNext2 Sojern’s Hotel Insights Report | www.sojern.comThe Need to Reach Travelers EarlierWhy Mobile Matters for HoteliersReal-Time Campaign ManagementCompetitive Booking OpportunityAbout Sojern / Methodology410151718Sojern’s Hotel Insights Report, 2018:Impress Early to Never Miss a BookingNext Previous3 Sojern’s Hotel Insights Report | www.sojern.comWith the end of the year quickly approaching, hotel marketers are busy not only planning for holiday travelers, but they are also strategizing initiatives to target the right travelers at the right time—increasing their direct bookings and overall return on ad spend (ROAS). In order to arm hoteliers with insights needed for their advertising strategies, we looked at our unique data set of 350 million global traveler profiles—including billions of search and booking signals from our partners across the industry.Our latest hotel insights research report offers an in-depth view of how travelers are moving through the increasingly complex path to purchase. In this report, we uncover:• The need to reach and influence travelers earlier along their path to purchase.• Why mobile is changing the advertising landscape for hoteliers.• How to increase bookings through real-time campaign management.With these learnings, travel brands and hoteliers can develop strategic campaigns that find and convert travelers with the right message, in the right place, at the right time.Next Previous4 Sojern’s Hotel Insights Report | www.sojern.comEvery traveler’s exact path to purchase can be varied and complex. But the road from dream to destination remains the same for each traveler—dream, plan, book, experience, and share. When advertising to in-market travelers, marketers tend to target travelers in the planning stage when they are ready to book their trip, not high up in the funnel when they are only dreaming of their next adventure. However, Sojern’s recent research shows that this is not the best tactic. By the time travelers are ready to book their trip, they have already narrowed down their list of potential hotels to only a small set of brands. In fact, by the time travelers are actively in market to book, they are considering an average of only 1.5 hotel brands within their online searches, and only 32% of hotel planners consider three or more brands when searching online.11 Sojern Internal Data, US IP, Apr 2018The Need to Reach Travelers Earlier During Their Path to PurchaseSo, what can hoteliers do to reach travelers earlier in the cycle—influencing them to consider their hotel before they narrow down their choices?1Dream2Plan3Book4Experience5Share68% of hotel searchers consider one or two brands during the planning stage. Tweet ThisCycle of Path to PurchaseNext Previous5 Sojern’s Hotel Insights Report | www.sojern.comDuring the dreaming stage, travelers are starting to explore building their perfect trip by looking for inspiration a