Sustainable hotel marketing means reaching the right users at the right time with a message most likely to appeal to them. However, connecting the dots to provide the right message along the purchase path can seem daunting. Fortunately, by leveraging data-driven tactics such as retargeting and prospecting, this is not as difficult as it sounds. What exactly is 'Retargeting'? Consumers only book 2% of the time on their first visit. This means re-connecting with consumers after they have visited is a key touch-point. In online marketing, this is known as "retargeting", and can be a powerful conversion tool."Retargeting" is about reaching the low-hanging fruit of potential customers: re-engaging users who have gone to your hotel's website (thanks to your current marketing program) but did not book. These are high intenders, and have some interest in your particular property, so re-approaching them is more likely to bear fruit than a cold approach to new consumers. You website data plus online targeting allows you to identify and market to these users. The key is to get your message to them at a time when it is most likely to make an impact. Sojern's latest Hotel Insights Report found that Americans spent almost 25% more time on average in booking their hotels than booking their flights. Additionally, Americans spend 15% more time than Europeans between first search and final booking. If you can reach consumers during this window, when they have booked their flight but not their hotel, these retargeting efforts are far more likely to result in bookings. Basic website visitor data is not the only data that can be overlaid onto your retargeting efforts. For users who moved further down the purchasing path—perhaps even selecting their room or activities before abandoning their shopping cart—this added info can be incorporated into your retargeting message. For example, someone who selected a four-person suite and looked at your property's offerings for kids can be retargeted with a family-oriented message rather than a general display ad. How about 'Prospecting'? And how are they different? But while retargeted customers are one of the richest sources of potential business, attracting a sustainable customer base also requires "prospecting". That is, reaching out to new potential customers who may not be familiar with your property and have never visited your website. Effective prospecting begins with considering what your current clients look like, what and how many rooms you are trying to fill, and what your competitors are doing. From there you can determine which demographics and psychographics are most likely to find your property and its specific offerings appealing—top origination markets, ages, interests, and so on. As you refine your prospecting and retargeting efforts, you should consider applying A/B testing. For example, Sojern conducted an A/B test for a Las Vegas property in which two different types of creative were used in the display ads. One focused on the relaxation guests would enjoy, with an image of a woman sunbathing poolside, while the other focused on the property's fun factor, with a group of people seated at a casino table, laughing. In this case, the "gaming fun" ad proved itself as the top performer, having driven 47 total bookings as compared to the 39 bookings generated by the "relax poolside" ad. This sort of lesson can be applied to retargeting and prospecting efforts more broadly, especially if you partner with the right solutions provider. A data-smart partner can use its access to vast amounts of data to help you assess where these pockets of potential customers exist and how best to reach them. These prospecting efforts, combined with the right solutions provider, bring new users to your website, feeding your retargeting efforts, and continuing the advertising cycle. Related Link: Sojern