Skift + Curacity
Reimagining the Role of Travel Media
How Top-Tier Hotels Can Measure Revenue Growth From Awareness and Reputation
68% of travelers are more likely to book a hotel based on media recommendations than on hotel ads or offers.
Learn what this means about the changing role of travel media.
81% of travelers said that they trust media outlets for recommendations.
See how they interact with brands and brand-building campaigns.
78% of executives agree ROI is easier to measure in performance marketing.
Find out what's driving this perception and why it may be misguided.
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Executive Summary
Travelers who seek out luxury and lifestyle hotels are a unique segment.
There's a small margin to meet these customers' lofty expectations. In a new survey from Skift and Curacity, 89% of luxury travelers said that they were more likely to book a high-end hotel if they were already familiar with its brand.
This statistic, along with dozens of other quantitative proof points from this unique survey of affluent travelers, proves that luxury and lifestyle hotel marketing requires a unique approach to brand-building.