Sojern-2018年酒店洞察报告（英文）-2019.3-19页_4mb

Sojern's Hotel Insights Report, 2018: Summary

Core Content

Sojern's 2018 Hotel Insights Report highlights the importance of reaching travelers earlier in their path to purchase, leveraging mobile technology, and implementing real-time campaign management to increase direct bookings and improve return on ad spend (ROAS).

Main Points

• Early Engagement is Key: Travelers begin researching their trips well before they are ready to book, often starting as early as February for summer trips. By the time they are actively booking, they have already narrowed their choices to just a few hotel brands.

• Mobile Dominates Travel Research: Mobile searches and bookings are growing faster than desktop usage, with mobile searches increasing by 43% year-over-year. By 2021, mobile is expected to represent nearly half of all digital travel sales. Mobile-first strategies are essential for capturing travelers' attention during the dreaming and planning stages.

• Real-Time Campaign Management: Travelers' search behavior is dynamic and often spans multiple platforms and devices. Real-time monitoring of search intent across all channels allows hoteliers to retarget travelers effectively, increasing the chances of converting them to their brand.

• Multi-Device Behavior: Even when booking on the same day, travelers use an average of 1.5+ devices. The longer the lead time between search and booking, the more devices they tend to use. This underscores the need for a cohesive, multi-channel marketing strategy.

• Luxury Travelers Research More: Luxury hotel seekers tend to engage in more research and use multiple devices during the booking process. This provides hoteliers with a longer window to influence their consideration set.

Key Strategies for Hoteliers

1. Inspire During the Dreaming Stage

• Focus on content that helps travelers explore destinations and activities.
• Use non-branded keywords in SEO to capture early-stage interest.
• Collaborate with local Destination Marketing Organizations (DMOs) to provide tailored experiences.
• Develop an inspiration website like Marriott's "Marriott Traveler" to engage travelers with lifestyle content.

2. Optimize for Mobile

• Ensure mobile sites load quickly (under 3 seconds) to retain visitors.
• Prioritize mobile-first content and user experience.
• Recognize that mobile is the primary device for dreaming and planning, while desktop may be more common for high-value bookings.

3. Real-Time Engagement

• Monitor traveler behavior across all channels in real time.
• Retarget travelers who abandon carts or explore multiple brands.
• Use Sojern's platform to gain insights into search and booking patterns, enabling more effective marketing decisions.

Conclusion

The report emphasizes that in today's digital landscape, hoteliers must adapt their marketing strategies to engage travelers early, provide mobile-friendly content, and leverage real-time data to optimize their campaigns. By doing so, they can increase their visibility, influence the booking decision, and ultimately drive more direct bookings and higher ROAS.

About Sojern

• Sojern has analyzed over 350 million global traveler profiles and billions of search and booking signals.
• The company's platform uses proprietary data partnerships and machine learning to offer comprehensive insights into traveler behavior.
• Sojern has driven over $13B in bookings for its clients and operates globally with teams in multiple cities.

Research Methodology

• The report is based on data from Sojern's partnerships with major travel brands.
• Hotel segments are defined using STR (Smith Travel Research) chain scale segments.
• The data covers a full year from August 2017 to July 2018.