This article should be referenced to get an understanding of the Full-Service Digital Marketing pre-stay funnel. This article includes the stages of the consumer journey and how we leverage via our ads and campaigns.

Guest (digital) Travel Journey: Pre-Stay

Funnel Stages - Definitions

• Inspiration: Create awareness of the property among in-market affluent travelers
• Consideration: Develop and grow top of mind consideration so the property is in the research phase of travelers
• Intent: Minimize friction of the booking process ensuring travelers can find us, and complete the booking process
• Conversion: Drive bookings while capturing valuable insights on each conversion, allowing for further optimization and refinement

Funnel Stages – Types

• Upper Funnel: Inspiration & Consideration
• Middle Funnel: Consideration & Internet
• Lower Funnel: Intent & Conversion

Funnel Stages - Campaign Examples

• Upper Funnel: In Market Travelers, Look-a-like, Contextual Keyword, Paid Search Non-Brand
• Middle Funnel: 3^rd Party Buys, Exact Match
• Lower Funnel: Homepage Remarketing, Abandoned Cart Remarketing, Remarketing List For Search, Paid Search Brand

Funnel Stages – Reporting Metrics/Goals

• Upper Funnel KPIs: Impressions, Clicks, Click Though Rates, Assisted Revenue
• Middle Funnel KPIs: CTR, Check Availability, Booking Engine Activity (Choose Rooms, Guest Info)
• Lower Funnel KPIs: Bookings, Revenue, ROAS, ROI, Conversion Rates

Funnel Stages – Call To Actions

• Upper Funnel: Learn More, Watch More, Contact Us
• Middle Funnel: Learn More, Book Now
• Lower Funnel: Book Now, Submit RFP, Sign Up