How Hotel Brands Can Use Big Data to Connect With a Wider Range of Travelers

Research offers insights into guest booking patterns

Hotel brands often struggle marketing to potential guests. Getty Images

During my time attending the Digital Travel Conference in Las Vegas back in April, I overheard the same takeaway from multiple hoteliers: “If I can just convince a traveler to stay at my property once, we would have a customer for life.” Since getting customers in the door for that first visit is seemingly the most difficult (and definitely the most expensive) endeavor for marketers, we set out to look for some answers using our proprietary contextual data to better understand the hotel shopper.

@exponentialinc Jim Johnson serves as the vp of account planning at Exponential Interactive.