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First-Party Data Report

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

Finding and appealing to travellers 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. Travellers show intent at any time and any place.

With many companies adopting a work-from-anywhere ethos, “bleisure” or “workations” are on the rise. These trends result in longer lengths of stays and last-minute bookings. To add an additional layer of complexity, travellers have developed higher expectations for their digital travel experiences, craving personalised and compelling content—without sacrificing privacy.

Now, travellers want to be inspired every step of the way. Whether it’s a last-minute trip or spending the year planning the perfect vacation, creating unique experiences that meet traveller expectations starts with first-party data. First-party data gives you the building blocks to understand online behaviour, helping you target and engage your audiences on an individual level.

As first-party data becomes critical to the hotelier’s toolkit, Sojern and Benchmark Research Partners surveyed hotel marketers around the world to discover how they are prioritising first-party data strategies.

In our report How Hotel Brands Are Using First-Party Data to Drive Revenue and Build Stronger

Relationships, Sojern shares:

  • How first-party data is solving the challenges hotel marketers face.
  • How hotel marketers worldwide 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.

The ways in which hotel marketers are utilising first-party data are evolving, and our survey showed that these strategies are building stronger guest relationships and increasing direct bookings.

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