Yes Marketing：理解旅行者之旅（英文版）(20页).pdf

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1、1 Yes Marketing Customer Lifecycle Report 2019 Understanding the Travelers Journey Guiding Hospitality Customers Through Acquisition, Retention and Loyalty Introduction Global tourism rates are hitting record highs1 and as consumers flock to book reservations with airlines, hotels and other travel b

2、rands, the pressure for marketers in the hospitality industry is on to win that business. Therefore, its no surprise that digital ad spending in the travel industry is expected to surpass what is spent by CPG companies, according to a recent eMarketer report.2 As the competition heats up and compani

3、es like Airbnb radically change the hospitality landscape, its critical to understand what customers demand from travel brands across the board whether theyre booking with legacy hotel brands like Marriott, hopping on a discount airline flight or reserving their spot in a room share for the weekend.

4、 Based on a survey of 1,000 travelers, the following report details consumers priorities as they progress along their journey with travel and hospitality brands from the first time they hear about a brand to the regular bookings they make as loyal customers. Read on to learn how to best communicate

5、with your customers each step of the way. 2 Acquisition Todays travelers are value seekers When it comes to travel, customers are all about value. Value means different things to different travelers, and some are looking for better experiences rather than the biggest discount. For most travelers, va

6、lue means a combination of price, quality and the perks they get when using a brands services the three most popular factors customers consider. Price is the most influential factor for selecting a new travel and hospitality brand, with 58% of respondents ranking this option as number one. Quality f