Where You Might be Losing One-Third of Potential Guests in Your Funnel
Earlier this year, Sojern, in partnership with Google, released a joint study titled “From Search Engine to Booking Engine: Sojern’s 2017 Hotel Report” that takes an unprecedented look into the path to hotel bookings in the US. One of the most interesting findings in Sojern’s report centers on hotel lead time and reveals a place where many hotel marketers might be missing out.
Catlyn Origitano, Senior Content Marketing Manager at Sojern, is here to set the record straight on hotel lead time and offer you solutions to improve your marketing strategies.
The tried and true strategy
Our report reveals a similar pattern: 58% of hotel bookings occur last minute. Because so many are last-minute bookers, hoteliers often have to spend much of their advertising budgets in these seven days before the booking.
Going a step further
By focusing only on last-minute bookings, hotel marketers are seriously missing out. Not only on 30% of hotel searches, but also on a prime time to get your brand and offerings in front of in-market travelers.
Setting a long-term strategy
1) Focus on Search
If you’re looking to boost your Search strategy, check out Sojern & Leonardo’s on-demand webinar.
2) Retarget travelers
It’s important that your hotel marketing strategy takes into account the entire path to purchase, from the search engine all the way to booking. If you focus on just one part of that funnel, your strategy won’t be as strong and efficient as possible. Check out Sojern’s full report to get even more hotel marketing insights and takeaways.