Sojern：2024年酒店营销人员策略手册：营销漏斗导航指南（英文版）（33页）

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The Hotel Marketers Playbook:A Guide to Navigating the Marketing FunnelThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel2TABLE OF CONTENTSTable of ContentsIntroduction.3C H A PTER TH R EEBook.21C H A PTER FO U REngage.27Discover.7C H A PTER O N EPlan.15C H A PTER T WOThe Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel3INTRODUCTIONThe hospitality industry is gearing up for a transformative phase where innovation is crucial to maximizing operational efficiency,developing integrated marketing strategies,and attaining lasting profitability.With the rise of artificial intelligence(AI),sustainability,work-from-home culture,labor shortages,high costs of living,and more,youre left trying to grasp these profound shifts,forcing you to adapt to new paradigms.When a consumers buying experience is highly personalized,they are 40%1 more likely to exceed their planned spending.By delivering personalized digital experiences across all touchpoints,you put the traveler front and center.But even as the pandemic drove significant technological investments in the travel industry,the travelers buyer journey remains fragmented.There are instances where you may overlook signals of intent to visit,the purpose of travel,or opportunities for personalization.IntroductionYou need a strategy capable of finding different segments of travelers and sharing a compelling message throughout their journey.Whether these travelers are working from anywhere,aligning their spending with their values,or traveling at the drop of a hat,you can make data-driven decisions to begin capturing that demand.In The Hotel Marketers Playbook:A Guide to Navigating the Marketing Funnel,you will learn how to:Leverage a full-funnel marketing approach and create a unified strategyUse data to gain visibility around your traveler audiences and their behaviorsUnderstand how different channels and messaging can attract your ideal travelers and ultimately build loyalty1Source:Google/BCG,