Social media advertising has become a seemingly unstoppable force that is transforming the ways hoteliers allocate their marketing funds.
ere are the four main goals of most hotel influencer programs, as well as the most meaningful KPIs for each:
Todays typical online travel consumer is exposed to more than 38,983 micro-moments in a 60-day timeframe and visits an average of 18 websites via multiple devices across eight sessions before making a hotel booking (Google Research). With the explosion of the 'digital way of life', the customer journey has become increasingly complex, forcing hoteliers to overhaul not only their corporate and marketing strategies, but also their technology stack in order to engage, acquire, service and retain these digitally-enabled travel consumers across multiple digital touch points and across all digital channels and devices.
While the hotel sales environment has completely transformed, hotel sales training models seem to be stuck in the 1990s. When I meet hotel leaders at industry conferences it seems most recognize the profound changes such as the emergence of third-party planners and the migration to online RFP tools (CVENT, CVB Platforms and social sites such as The Knot.) Yet most leaders seem to be unclear on what it takes to outsell the competition these days.