sojern-亚太地区酒店业现状（英文版）-28页

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1、StateoftheHotelIndustryinAsiaPacific03Introduction04PartOne:Search&BookingTrendsandHowHoteliersCanInfluenceThemUStoAPACTravelTrendsAPACtoAPACTravelTrendsUStoAPACPathtoPurchaseTableofMarketingTakeawaysAPACtoAPACPathtoPurchaseContentsMarketingTakeawaysSummary14PartTwo:TopCh

2、annelsthatConvertandHowtoDriveMoreTraffictoThemWhatisMetasearch?MetasearchGuideWhatisSearchEngineMarketing(SEM)?SearchEngineMarketingGuideSummary24Conclusion26AboutSojern27AboutFASTBOOKINGSOJERN

3、FASTBOOKINGSTATEOFTHEHOTELINDUSTRYINASIAPACIFIC2IntroductionPhocuswrightrepor

4、tsthatonlinehotelbookingsinAsiaPacific(APAC)willdoubleto$62.8billionby2020.1Hoteliersneedtobereadyforthissurgeofconnectedtravellers.Inparticular,hoteliersneedtoensurethatthey’regettinginfrontofallthesenewtravellers—nomattertheirtripmotivation,partysize,andleadtime—onchann

5、elsthatdeliverthebestROI.Tohelppreparehoteliers,SojernandFASTBOOKINGpartneredtobringanin-depthlookatthestateoftheindustry.Inthisreport,you’lllearn:•PathstopurchaseforinboundtravellersfromAPACandUS•Themosteffectivechannelsforconvertingtravellers•Howyoucanbestengagewithtrav

6、ellerstodrivedirectbookingsSOJERN

7、FASTBOOKINGSTATEOFTHEHOTELINDUSTRYINASIAPACIFIC3Part1Search&Understandinghowtravellerssearchandbooktheirroomsisessentialtoengagewiththem,nurturethemthroughtheirpathtopurchase,andBookingTrendsensuretheybookdirectlywithyou.Sojernspecialises

8、intravelpathtopurchasedata,andweuseour350milliontravelprofilestofindhigh-andHowintenttravellersandengagethemwithrelevantadsacrossdevices.Hereweanalysehigh-levelinsightsoftravellerscomingfrombothHoteliersCanoutsideandinsidetheregiontogetapictureoftheoveralltrendsoftheregio

9、naswellasadviceonhowtoturntheseinsightsintoInfluenceThemactionablestrategies.Wealsodrillintothecomplexitiesoftravellers’pathstopurchasebyanalysingoneUStravellerheadingtoAPACandanotherAPACtravellerlookingforaninter-regionalgetaway.Thesegranularinsightsofferhoteliersarefine

10、dvisionofthetravelpathtopurchase,aswellasuniqueinsightintohowtoengagewithtravellersacrossleadtim