Sojern：2019年酒店营销广告报告（英文版）(43页).pdf

1、The 2019 Report on Travel Advertising for Hotel Marketers Perspectives from 300+ Hotel Marketers Around the World If theres one trend uniting the hotel marketing industry today from small boutique hotels to large multinational brands, its that travelers are researching, planning, and choosing their

2、travel experiences more actively than ever before. With what feels like an unlimited amount of information at their fingertips, todays travelers are savvy, well-informed, and comfortable with searching out the information they need before making purchasing decisions. As a result, hotel marketers are

3、 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 m

4、arketers 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 metasearch, in fact, was among the least-utilized digital channel for all six major segments. The State of Ho

5、tel Advertising Spend All six segments devoted an almost equal percentage of budget (ranging from 18% to 22%) on paid search. Approximately what percentage of your or your travel clients advertising dollars was spent across the following media channels in 2018? Source: Sojern, 2019 The 2019 Report o

6、n Travel Advertising for Hotel Marketers14 2019 Percentage Who Plan on Increasing Digital Ad Spend, By Hotel Segment International Mid-Tier Chain International Luxury Chain Independent Hotel Group Inn Homeshare 0% 10% 20% 30% 40% 50% 60% 70% 80% OTAOther Social MetasearchMobilePrivate Marketplace Vi