There’s no denying that mobile has revolutionized countless industries, and the widespread adoption of smartphones and tablets has impacted some more than others. Take the travel industry for example. Years ago, those planning a trip would work with a travel agent to book their flight, hotel, and rental car months in advance of their travel. But mobile is sparking a trend in the travel industry that is changing the vacation experience for many. Easy access to websites and apps allows vacationers to make more spontaneous decisions about their trip and access exclusive deals like never before.
Part of this shift is that last-minute hotel bookings are on the rise. Instead of reserving rooms in advance, many people are simply booking on a whim at a hotel of their choice when they arrive to their destination. Savvy hotels are taking note of this shift and using the data to inform their marketing efforts. Here’s how Best Western hotels across Washington state are using location-based technology in an effort to connect with tired travelers, and here’s what you can learn from their case study.
Best Western is a budget-friendly hotel chain that has been welcoming guests since 1946. What started as a tiny group of small hotels in California has grown to become the largest and most renown hotel groups in the world. Today, the Best Western has close to 4,200 locations in approximately 100 countries around the globe. Their budget-friendly nature and high standards for cleanliness and comfort make the hotels a popular destination for families and business travelers alike.
Best Western is a hotel chain that spends significant time studying trends in the travel industry as well as their target audience. They use the data that they gather to help inform their future marketing efforts and connect with customers. Recently, the trends in the industry show that more customers are booking travel while on the go. As a result, Best Westerns across Washington state have ramped up their mobile efforts with location-based campaigns. To capitalize on last-minute bookings, they’ve set up geofences and created mobile advertisements that target weary travelers seeking a clean, comfortable place to rest their heads for a night or two.
The geofencing campaigns are running in a few different locations around the state. Perhaps the most effective strategy is setting up an invisible perimeter at local airports. Best Western is running targeted campaigns to try to turn potential customers into hotel guests after a long day of travel. Because truthfully, what better place is there to connect with tired travelers than the airport? But their geofencing campaign doesn’t stop there. The hotel is also targeting mobile users who are a certain distance from Best Western locations, and they’ve set up these perimeters in close proximity to their competition as well.
Best Western is using their comprehensive understanding of their target audience to develop their marketing efforts. And so far their market research is paying off. Their location-based campaign received a 0.95 click through from mobile users, which is significantly higher than the industry average of 0.2-0.8%.
Have you been thinking of creating a location-based marketing effort to attract potential customers to visit your business? Instant.ly can help you get started with a market research campaign that will ensure your geofencing efforts are a success!