A new research study, conducted by Benchmark Research Partners with global hotel executives, sought to understand how hotel marketers are thinking about and using first-party data to inform go-to-market efforts.
The survey, commissioned by digital marketing platform Sojern, found that 81% of hoteliers have seen a lift in revenue from implementing a first-party data strategy. Of the hotel executives surveyed, 59% had already implemented such a strategy, and 62% said it was “very important” to digital marketing.
Meanwhile, 75% of those who had not yet built a first-party data strategy said they wanted to. Of those who had established a first-party data strategy, 73% did so to maximize campaign performance, 67% to build stronger customer relationships, and 67% to maximize overall revenue growth.
Furthermore, 86% of those surveyed saw first-party data strategies as effective in maximizing overall revenue, 76% in increasing campaign performance, 68% in building stronger customer relationships, and 64% in increasing brand value.