While many travel brands are investing more in digital media and search marketing, other travel brands are discovering opportunities to save on advertising expenses by leveraging first-party data.

Caesars Entertainment, for example, has been collecting customer data from its Total Rewards program for almost 20 years. The company now has “near-perfect information on what the customer would do and when they visited our properties.” This data is put to use by Caesars when messaging customers to bring them back to Caesars and spend more when they’re there.