UNDERSTANDING
THE TRAVELER’S
JOURNEY
Guiding Hospitality Customers Through
Acquisition, Retention and Loyalty
By Gurjit Sandhu, Yes Marketing
INTRODUCTION
Global tourism rates are hitting record
highs(1) — and as consumers flock to
book reservations with airlines, hotels
and other travel brands, the pressure
for marketers in the hospitality
36 ILHA
industry is on to win that business.
Therefore, it’s no surprise that digital
ad spending in the travel industry is
expected to surpass what is spent by
CPG companies, according to a recent
eMarketer report.(2)
As the competition heats up and
companies like Airbnb radically change
the hospitality landscape, it’s critical
to understand what customers demand
from travel brands across the board —
whether they’re booking with legacy
hotel brands like Marriott, hopping on