According to research by travel marketing firm Sojern, nearly 61% of hotel companies have implemented a first-party data strategy, and of those, 81% reported an increase in income as a result of doing so.
A lot of first-party data that hotel brands possess can be leveraged to better serve target customers.
Sojern conducted a poll of 74 hotel executives from a variety of businesses in North America, Europe, and Asia. 57 per cent of respondents said their properties had seen an increase in visitors’ satisfaction.
The first-party data is crucial for hotels’ marketing campaigns, but it may also be useful if more hotel chains decide to launch their own media networks.
The Marriott Media Network, the first network of its kind for the hotel sector, was introduced by Marriott International earlier this year.
Although Marriott announced it would expand the platform globally, allowing access to advertising to the 164 million members of its Bonvoy reward program, the media network will initially target tourists in the United States and Canada.