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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Study reveals keys to traveller engagement

Today's proliferation of marketing channels presents new opportunities and challenges for hotel marketers, along with a need to better understand how different channels can deepen customer relationships and drive revenue most effectively, according to a study by HawkPartners.

The company's '2012 Hotel Channel Usage Study' was based on a survey of over 1,200 business and leisure travellers, gathering new insights into how hotel marketing executives can most effectively reach specific customer segments.

Specifically, the study examined the channels that:

Are most important in driving hotel evaluation, selection and booking;
Drive top-of-mind recall, intent to stay again, and likelihood to recommend;
Are best suited for branded communication with targeted customer segments.

Among those travellers who are members of any hotel loyalty programme, hotel websites are the sources most relied upon for researching and evaluating hotels, followed by loyalty programme websites.

Among those not in any loyalty programme, online travel websites (led by Expedia, Hotels.com, Travelocity, and Orbitz) are the most relied upon.

While online review sites (with TripAdvisor being the clear leader) are also key to the evaluation and selection process. Word-of-mouth and personal recommendations also strongly influence selection, especially among those aged under 30.

Promotions and incentives are clear drivers of selection, but also drive brand recall and intent to recommend - far more than above-the-line brand advertising. Loyalty programmes were also cited as one of the most important reasons to book a particular hotel, especially for business travellers and luxury hotels.

But the single most important driver of a future booking is a positive prior experience, making guest service a critical investment.

Sources: HawkPartners / The Marketing Factbook.
Copyright © 2012 - 2025 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)