To earn customers’ brand loyalty, even the largest global travel brands are willing to spend big.
Case in point: Hilton ponied up an estimated $100,000 or more to license one of the best-known songs of all time, “(I can’t Get No) Satisfaction” by the Rolling Stones, for use in a commercial compelling consumers to “stop clicking around” and visit the hotel’s website first.
While satisfaction is certainly key to loyalty, opportunities exist beyond splashy ad campaigns for most travel brands. Advertising drives awareness, but data powers engagement… and, ultimately, engagement drives loyalty. To cultivate high-quality traveler data that can be used for high-impact marketing strategies, brands need to engage in as many meaningful digital interactions with their customers as possible – and digital messaging enables them to do that.