The Hotel Marketer’s Playbook: A Guide to Navigating the Marketing Funnel

Travelers today are more spontaneous and enthusiastic about exploring new destinations than ever before. Now’s the time to master your marketing funnel to connect with these eager adventurers.

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What’s in the Report

In The Hotel Marketer’s Playbook: A Guide to Navigating the Marketing Funnel, you will learn how to:

Leverage a full-funnel marketing approach and create a unified strategy
Use a variety of data. Including first-party data, to gain visibility around your traveler audiences and their behaviors
Understand how different channels and messaging can attract your ideal travelers and ultimately build loyalty

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Navigating the Traveler’s Journey: Streamlining the Path to Purchase

The hotel marketing funnel offers a roadmap for understanding a potential guest's journey from dreaming about travel to booking a stay at your hotel, broken down into four key stages: Discovery, Planning, Booking, and the Guest Experience. This framework can guide you on how to attract and convert travelers at each phase effectively.

Within this framework, numerous marketing channels and tactics exist to capture interest and strategically position your hotel. These tools enhance your brand's visibility and create tangible value for your properties in a competitive market.

However, the evolving behaviors of today's travelers add complexity to navigating this process. Adapting to how consumers now research and book travel requires a strategic approach. Facing a myriad of consumer touchpoints, piecing together a cohesive strategy can seem daunting.

You need a strategy that identifies various traveler segments and communicates a personally engaging message at every step of their journey. Whether these travelers are embracing remote work, prioritizing their values in how they spend, or making spontaneous travel decisions, leveraging data-driven insights allows you to effectively tap into this demand.

40%

of consumers are more likely to increase their spending if their buying experience is personalized.

59%

of hotel marketers have implemented a first-party data strategy in preparation for the deprecation of third-party cookies.

4 to 7

days is now trending duration for travelers extending their stays.

"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

"Working with Sojern has been a game-changer for us, it has really helped to move the needle. They are by far the top-performing partner that we work with, and also the one that requires the least amount of effort from my side. They have a direct impact on my website bookings, with revenue that I wasn’t making before."

Marina Temino

Director of Sales and Marketing

"I’ve definitely seen increased bookings. In fact, January through March is usually a quiet period for us, but this year, leisure bookings are double what we normally see, and this is due to Sojern. As a small hotel, I really value the relationship we've built with the Sojern team. You can tell when someone is genuine and willing to work with you, and I feel that with Sojern."

Kamila Bean

Director of Rooms

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.

How can I adapt my marketing funnel to accommodate the unpredictability of today's travelers?

By analyzing customer behavior, preferences, and booking patterns, you can better understand the needs and desires of your target audience. In this eBook, you will learn to tailor your marketing efforts and messaging to engage travelers at each stage of their journey.

What channels should I focus on in the marketing funnel?

This ebook will provide comprehensive insights into the channels you should focus on in the marketing funnel, from social media and email campaigns to SEO and paid advertising, offering strategies tailored to each stage to maximize the use of first-party data, and drive personalization.

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