Sojern, the leading digital marketing platform built for travel, released the findings of a 2022 survey to discover “How Hotel Brands Are Using First-Party Data to Drive Revenue and Build Stronger Relationships”.
Of those surveyed, 86 percent saw a first-party data strategy as effective in maximizing overall revenue, 76 percent in increasing campaign performance, 68 percent in building stronger customer relationships and 64 percent in increasing brand value.
Findings found that 59 percent of hoteliers have already implemented a first-party data strategy, 62 percent say it’s “very important” to digital marketing. In comparison, 75 percent of those who have not yet built a first-party data strategy want to build it. Of those who have established a first-party data strategy, it was primarily to maximize campaign performance (73 percent), build stronger customer relationships (67 percent) and maximize overall revenue growth (67 percent).
When surveyed about measures of success for their businesses, 81 percent of hoteliers said they had seen a lift in revenue from implementing a first-party data strategy.
Further findings demonstrate that hoteliers have adopted first-party data strategies because they saw the monetary benefits and the positive impact on customer satisfaction.
Hotel executives from the largest global brands were surveyed, with 57 percent have seen a lift in guest satisfaction at their properties. The study, conducted by Benchmark Research Partners with global hotel executives, sought to understand how hotel marketers think about and use first-party data to inform go-to-market efforts. Marketers must make collecting privacy-friendly 1st party data like hashed emails a priority to power their personalization strategies,” said Kurt Weinsheimer, Chief Solutions Officer, Sojern.
“Personalized engagement with consumers is a powerful tool for understanding traveller behaviour and creating digital campaigns that deliver the right message at the right time.
Written by: William Trevan
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