While winning the booking may seem like the end of the customer journey, guiding the guest experience through meaningful digital touchpoints, and ultimately building a meaningful relationship to retain and increase the lifetime value of guests is the ultimate goal. In this article we explore the experiencing phase of our five-part series, “How to Capitalize on the Full Travel Planning Journey to Drive Direct Bookings,” to understand how hotel marketers can provide useful information and digital content to build your brand relationship, create brand advocates, and increase guest loyalty. We will uncover the online behaviors that are most common in this phase, the marketing and communication channels that are most effective, and how to measure success. Get the full story at HEBS Digital