How Hotel Brands Are Using First-Party Data to Drive Revenue & Build Stronger Relationships

We partnered with Benchmark Research Partners to survey hotel marketers about their first-party data strategies.

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What’s in the Report

In How Hotel Brands Are Using First-Party Data to Drive Revenue and Build Stronger Relationships, you will learn about:

How first-party data is solving the challenges hotel marketers face.
How hotel marketers around the world are implementing first-party data.
How first-party data improves campaign effectiveness and exceeds marketing objectives.
How marketing partners like Sojern can enrich your first-party data.

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Understanding Personalization and Privacy with First-Party Data

Finding and appealing to travelers online means getting to know them—their 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.

To add an additional layer of complexity, travelers have developed higher expectations for their digital travel experiences, craving personalized and compelling content—without sacrificing privacy.

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81%

of respondents saw a lift in revenue after implementing their first-party data programs.

57%

of respondents saw a lift in guest satisfaction at their properties after implementing their first-party data programs.

76%

of our respondents saw an increase in campaign performance.

"There are so many benefits that first-party data provides hotels today. Consumers are being fed so much information through so many different channels. First-party data gives you the opportunity to tailor messaging for each cohort of consumers, and provide a very personalized experience. That is the goal of collecting and leveraging this data."

Jay Hubbs

Vice President, Advertising, Marketing, Innovation, & Analytics

“Our collaboration with Sojern remains strong. For the past two years their digital media expertise has provided Hyatt’s Americas Field Marketing team insightful data to help our advertising reach the right audiences at the right time and navigate the evolving travel landscape and consumer preferences.”

Meghann Bell

Vice President of Field Marketing

"Email marketing is declining in importance, and other forms of communicating with guests and prospective guests are becoming much more important. First-party data provides the foundation of everything else we're going to do. Really understanding our customers is the starting point for all hotel marketing. This also creates the opportunity when the guest gets to the property to recognize them properly and anticipate their needs.”

Anthony Green

Vice President, Digital & Distribution

Frequently Asked Questions

Is it really free?

Yes! We hope this information is useful for you, and you'll think of us when you're ready to take the next step with your digital marketing.

What is first-party data?

First-party data is collected using first-party cookies and hashed emails to gather information directly from your guests. It can include contact information, booking history, and demographics. This data is from consenting users that engage with your owned digital channels—including your website, social media, and apps.

What is a first-party data program?

A first-party data program combines a data collection strategy and a governance process for integrating, using, and deleting data while accounting for privacy regulations.

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