Marketing Sherpa Blog

Online Advertising: Tips based on The Leading Hotels of the World’s campaigns

Posted by Daniel Burstein

Unlike many hotel brands that strive for a consistent look and feel, part of the value proposition of The Leading Hotels of the World (LHW), a hospitality consortium with 425 hotels worldwide, is that each hotel is unique. From the fabled King David Hotel in Jerusalem to The Ritz Hotel in London (featured in the film “Notting Hill”), customers have a plethora of experiences to choose from.

With such a diverse offering, online advertising, content and customer journey challenges that face every brand loom especially large for LHW.

I sat down with Debbie Johnsen, Director of Interactive Marketing, The Leading Hotels of the World (and Adjunct Instructor at New York University teaching Integrated Marketing, Ecommerce Marketing and Web Analytics), to get some tips that might help you improve your marketing campaigns.

“It’s key to understand your target audience. And for us, being a luxury brand, we’re looking for people [with] higher income, higher propensity to travel, people who travel more frequently [and] are looking for unique experiences,” Debbie said.

We discussed paid search, travel-specific Meta Search Networks, A/B testing, attribution modeling, the customer journey, content and customer reviews in this conversation.