2019年旅游广告报告（英文）

The 2019 Report on Travel Advertising for Hotel MarketersPerspectives from 300+ Hotel Marketers Around the WorldIf there’s one trend uniting the hotel marketing industry today from small boutique hotels to large multinational brands, it’s that travelers are researching, planning, and choosing their travel experiences more actively than ever before. With what feels like an unlimited amount of information at their fingertips, today’s travelers are savvy, well-informed, and comfortable with searching out the information they need before making purchasing decisions. As a result, hotel marketers are increasingly using digital advertising to communicate their value to potential guests.Sojern set out to understand how hotel marketers are using advertising their channels to reach this new type of travel consumer. This report summarizes the digital advertising experiences of more than 300 hotel marketers around the world in six major hotel segments:*• International Luxury Hotel Chain• International Mid-Tier Hotel Chain• Hotel Groups (1-3 Properties)• Franchise and Independent Property• B&Bs, Inns, and Motels• Homeshare and Housing RentalIn this report, you’ll learn:• How today’s travel trends are directly impacting the use of digital marketing in the travel industry• Which digital advertising channels and formats are being used, and which are most effective, to drive business, from brand-building and awareness to bookings and completed stays• How hotel marketers are using data and technology to measure campaign success—and influence travelers along the path to purchaseThe digital advertising ecosystem grows increasingly complex for travel marketers.* For abbreviation in this report we refer to the segments as follows: International Luxury Chain, International Mid-Tier Chain, Hotel Group, Independent, Inn, and Homeshare.The 2019 Report on Travel Advertising for Hotel Marketers3The 2019 Report on Travel Advertising for Hotel Marketers The Complexity of Engaging Today’s Guest 4The State of Hotel Advertising Spend 8Successful Digital Advertising Tactics and Channels 18Campaign Measurement Tactics 33Executive Summary 38About Sojern 40Methodology 41The 2019 Report on Travel Advertising for Hotel Marketers4The Complexity of Engaging Today’s GuestChapter 1The 2019 Report on Travel Advertising for Hotel Marketers5Almost half (48%) of hotel marketers indicated their top challenge in 2018 was keeping up with the fast-paced advertising and technology landscape. This challenge encompasses everything from knowing where your most desired audience is spending time online to mastering the algorithms channels utilized to serve digital ads to prospective travelers. With these algorithms constantly changing and consumer habits shifting from platform to platform, it can feel like a moving target. Indeed, delivering personalized ads and offers in real time was identified by almost half of hotel marketers as another key challenge in th