New Research: How Hotels Are Using First-Party Data To Drive Revenue and Build Stronger Relationships Today
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Finding and engaging the most profitable guests requires getting to know them–their preferences, habits, and how these might change based on trip type. This attention to detail enables the personalization that earns the attention and loyalty of high-spending travelers today.
The best marketers use the online and offline data they have about their guests (“first-party data”) to attract new guests and grow loyalty. First-party data gives you an inside look at how your guests behave online to help you target and engage your audiences on an individual level.
As first-party data becomes critical to the hotelier’s toolkit, Benchmark Research Partners and Sojern surveyed hoteliers around the world to discover how they are using first-party data and the results they are seeing.
Focus:
Dawn Briggs oversees Sojern’s global strategic accounts, helping ensure that customers have access to Sojern's best-in-class digital marketing solutions, powered by unique first-party and travel industry data. With over 20 years of digital advertising sales experience, Dawn has worked for start-ups to established brands, providing impeccable customer service and exceeding her customer’s marketing KPIs. Dawn has her bachelors from Union College and received her masters from Syracuse University.
Dawn Briggs oversees Sojern’s global strategic accounts, helping ensure that customers have access to Sojern's best-in-class digital marketing solutions, powered by unique first-party and travel industry data. With over 20 years of digital advertising sales experience, Dawn has worked for start-ups to established brands, providing impeccable customer service and exceeding her customer’s marketing KPIs. Dawn has her bachelors from Union College and received her masters from Syracuse University.
Josiah is the founder and Principal of Benchmark Research Partners, a research firm specializing in helping industry participants understand market changes and opportunities through peer benchmarking data. He is also the publisher of Hospitality Daily and Hotel Operations, which thousands of hoteliers read each month for ideas on how to delight guests and deliver financial results. Josiah previously held global marketing leadership roles at technology companies serving the hotel industry through investor relations, revenue management, and operations.
Josiah is the founder and Principal of Benchmark Research Partners, a research firm specializing in helping industry participants understand market changes and opportunities through peer benchmarking data. He is also the publisher of Hospitality Daily and Hotel Operations, which thousands of hoteliers read each month for ideas on how to delight guests and deliver financial results. Josiah previously held global marketing leadership roles at technology companies serving the hotel industry through investor relations, revenue management, and operations.
Jacquelyn is the Senior Director, Digital Analytics & Optimization, for Wyndham Hotels & Resorts, the world’s largest hotel franchisor with over 9,100 hotels in more than 95 countries. She manages all aspects of reporting and analysis for 23 responsive brand websites, 13 language variants, and both native iOS/android apps, including performance monitoring, customer journey analysis, visitor segmentation, and financial modeling. In addition to digital analytics, she also leads Wyndham’s digital optimization and AB testing practice as well as CDP enablement and activation. Prior to her current position, she also held roles in market research and business intelligence. She received a B.S. in Marketing from the University of Maryland and a M.S. in Marketing from Columbia University.
Jacquelyn is the Senior Director, Digital Analytics & Optimization, for Wyndham Hotels & Resorts, the world’s largest hotel franchisor with over 9,100 hotels in more than 95 countries. She manages all aspects of reporting and analysis for 23 responsive brand websites, 13 language variants, and both native iOS/android apps, including performance monitoring, customer journey analysis, visitor segmentation, and financial modeling. In addition to digital analytics, she also leads Wyndham’s digital optimization and AB testing practice as well as CDP enablement and activation. Prior to her current position, she also held roles in market research and business intelligence. She received a B.S. in Marketing from the University of Maryland and a M.S. in Marketing from Columbia University.
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Finding and engaging the most profitable guests requires getting to know them–their preferences, habits, and how these might change based on trip type. This attention to detail enables the personalization that earns the attention and loyalty of high-spending travelers today.
The best marketers use the online and offline data they have about their guests (“first-party data”) to attract new guests and grow loyalty. First-party data gives you an inside look at how your guests behave online to help you target and engage your audiences on an individual level.
As first-party data becomes critical to the hotelier’s toolkit, Benchmark Research Partners and Sojern surveyed hoteliers around the world to discover how they are using first-party data and the results they are seeing.
Focus:
Dawn Briggs oversees Sojern’s global strategic accounts, helping ensure that customers have access to Sojern's best-in-class digital marketing solutions, powered by unique first-party and travel industry data. With over 20 years of digital advertising sales experience, Dawn has worked for start-ups to established brands, providing impeccable customer service and exceeding her customer’s marketing KPIs. Dawn has her bachelors from Union College and received her masters from Syracuse University.
Josiah is the founder and Principal of Benchmark Research Partners, a research firm specializing in helping industry participants understand market changes and opportunities through peer benchmarking data. He is also the publisher of Hospitality Daily and Hotel Operations, which thousands of hoteliers read each month for ideas on how to delight guests and deliver financial results. Josiah previously held global marketing leadership roles at technology companies serving the hotel industry through investor relations, revenue management, and operations.
Jacquelyn is the Senior Director, Digital Analytics & Optimization, for Wyndham Hotels & Resorts, the world’s largest hotel franchisor with over 9,100 hotels in more than 95 countries. She manages all aspects of reporting and analysis for 23 responsive brand websites, 13 language variants, and both native iOS/android apps, including performance monitoring, customer journey analysis, visitor segmentation, and financial modeling. In addition to digital analytics, she also leads Wyndham’s digital optimization and AB testing practice as well as CDP enablement and activation. Prior to her current position, she also held roles in market research and business intelligence. She received a B.S. in Marketing from the University of Maryland and a M.S. in Marketing from Columbia University.
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