We all know that acquiring a new customer costs more than nurturing an existing one, which is why developing a loyal base of customers is crucial to many brands. This is especially true in the travel and hospitality space where people are looking for a dependable experience regardless of where in the world they are. In hospitality alone, 37 percent of consumers show a high level of loyalty to the hotel where they stay.
This week at the annual Expedia Partner Conference in Las Vegas, our Expedia Media Solutions team hosted a Learning Lab, where we shared insights about online traveler behaviors from custom studies we did with third-party research firms as well as learnings and success stories from a few of our marketing partners, including Destination BC, Visit Britain and The Cape Los Cabos and introduced the new Expedia brand campaign.
We have the pleasure of working with some amazing partners in the travel and non-travel industries, and this week at Expedia’s annual partner conference in Las Vegas, we presented our annual partner awards to campaigns launched in North America and Latin America that demonstrate excellence in digital marketing.
Travel purchases are rarely straightforward — research shows that shoppers looking to buy a package visit travel sites an average of 38 times prior to purchase. That’s why as travel marketers it’s essential for us to understand the traveler’s complex journey along the path to purchase.
These days, shoppers have seemingly endless options for researching and purchasing a hotel online. Travelers use many different kinds of sites to make their travel plans, including Online Travel Agencies (OTAs), hotel brand sites, and meta search. In the majority of cases, travel shoppers are visiting each of these categories prior to completing a hotel booking.
Investigating every facet of the customer experience through exhaustive testing and learning is a core value across Expedia, Inc. With the scientific method as a guiding principle, our company-wide dedication to examination, analysis, and iteration underscores our dedication to create the best experience for our consumers, partners and advertisers.
Let’s #ThrowbackThursday to a campaign for an individual hotel property on the tropical island of Kauai. Plantation Hale Suites in Kauai, Hawaii, is an all-suite resort that had recently changed brands. In the uber-competitive market on Kauai’s Royal Coconut Coast, brand awareness for hotels in prime locations is especially important – and Plantation Hale Suites’ was not positioned in the market as strongly as it could have been.