The 2016 International Visitation Data has been released. This research shows that 75.6 million international visitors came to the US in 2016 for business, medical, education and leisure purposes. Who are they? We'll share... Stay tuned!
Part 2 – Luxury Hotel White Paper “Tapping Your Best Commodity” By Jim Harenchar I’ve Got My Data, Now What? Consumers have access to an unprecedented number of options to shop and book hotels, with new choices continually emerging. Not only does the popularity of different channels vary due to technology enhancements, but it is increasingly difficult to treat the channels as unified booking sources. Phocuswright research indicates a recent inverse relationship between OTA and supplier-direct website booking trends. But the environment is more complex, with metasearch impacting OTA share and hotel call volume impacted by mobile device use. As channels become more complex and layered with nuance, traditional market segmentation and demographics are insufficient when considered in isolation. Instead, leading hospitality digital marketers are focusing on behaviors and signals indicating intended behavior. “Market segments don’t stay in hotels– people do” Marketing Vice President | Luxury Hotel Group Demographics are not as helpful to travel marketers as in other industries. Age, education, ethnicity, family size, gender, income, race and religion categories stay the same for a traveler. But a guest’s specific interests for their last trip may be radically different from their next one. Personas are aggregated representations of [...]
Marketing firm spreads out with Seattle acquisition, Florida office: Two years into its latest iteration, a recently rebooted local marketing firm with roots dating back three decades is extending its national reach with a West Coast acquisition and a new office in The Sunshine State. Response Marketing Group, led by principals and longtime collaborators Stuart Holt and Jim Harenchar, has acquired MOR Direct, a three-person marketing firm based in Seattle, and opened a Florida office in St. Pete Beach. Read full article in the Richmond BizSense by clicking here.