Sojern：2023年酒店行业第一手数据基准调查报告（中译版）（38页）.pdf

1、How Hotel Brands Are Using First-PartyData to Drive Revenue&Build Stronger RelationshipsIn partnership with2 Table of Contents301 Introduction 4Whatisfirst-partydata?6Whatisafirst-partydataprogram?8Whatchallengesandopportunitiesdohotelmarketersface whenestablishingtheirfirst-partydataprograms?902 Im

2、proving Campaign Effectiveness&Exceeding Marketing Objectives 10Whatgoalsarehotelmarketerstryingtoreachwithfirst-partydata?11Wherearehotelmarketersseeingthemostbenefit?1303 Ensuring Future Business Success With First-Party Data 15Collectingdataandhashedemails16Improvingguestrelationshipstobuildloyal

3、ty18Exceedingprivacystandardsandcompliance2004 How Hotel Marketers Are Prioritizing First-Party Data Strategies 22Teamsensuringsuccessfulactivationoffirst-partydataprograms24Howfirst-partydatasupportsdigitalmarketing 25 Challengeswithcreatingfirst-partydatastrategies26Wherefirst-partydataisusedthemo

4、stinthemarketingfunnel28Howhotelmarketersaremeasuringthevalueoffirst-partydata2905 Whats Next?30Howhotelmarketersaremeasuringthevalueoffirst-partydata3106 The Sojern Difference 32 Findingyourdigitalmarketingpartner 33 Methodology 3501Introduction5Finding and appealing to travelers online means getti

5、ng to know themtheir preferences,habits,and how these might change in the moment.Searching and booking travel no longer follows traditional paths.Travelers show intent at any time and any place.With many companies adopting a work-from-anywhere ethos,“bleisure”or“workations”are on the rise.These tren

6、ds result in longer lengths of stays and last-minute bookings.To add an additional layer of complexity,travelers have developed higher expectations fortheir digital travel experiences,craving personalized and compelling contentwithout sacrificing privacy.Now,travelers want to be inspired every step