It’s not enough to target customers. Now you have to remarket to them. That’s the conclusion of a recent survey by Adara Global, which uses, yes, Big Data from travel and hospitality companies, to generate new revenue and cement customer relationships through marketing programs.
The report, called “Who’s Sleeping With You? A Detailed Look Into the U.S. Online Hotel Guest,” was done in conjunction with travel analyst Henry Harteveldt at Hudson Crossing, a consultancy, The results are daunting for hotel operators – already struggling with high marketing and distribution costs – which some estimate at 40% of revenues. That is a chilling level of expenditure.