Our Strategic Investment in Salesforce and Google's 5 Stages of Travel.

The Game Changed!~Two things happened

One In 2012 Google's concept of the "5 Stages of Travel" was launched and this became a fundamental framework for hotel marketing - i.e. quite suddenly hotel operations knew more than anyone when it came to understanding the stages and how travelers engage with content and services throughout in these stages, from pre-booking to post-stay experience

The 5 stages researched by Google were dreaming, planning, research, booking, anticipating the experience, and sharing

Attribution was the other change - Back in the late 1990s, a visionary named Bill Gross set out on a mission to transform the way the internet generated revenue. His brainchild was the "paid click" model, a groundbreaking concept in which advertisers paid a fee each time a user clicked on their advertisement. This was BIG in context of input output. i.e. paving the way for quantitative marketing in ways previously unimagined before.

What truly set Google apart was its ability to monetize these stages effectively by connecting it with customer journies. - Google refined and improved upon the CPC model over the years, giving rise to an array of advertising solutions.

Google's AdSuite - Aligned with the 5 Stages of Travel:

Let's dive into Google's advertising suite and explore how each of these CPC models has been tactically applied to maximize engagement with travelers at every step of their journey:

1. Search Ads:Definition: Search ads are text-based advertisements that appear on search engine result pages. They are triggered by specific keywords or search queries, offering highly relevant content in line with the user's search intent.Customer Journey Example: During the "dreaming" and "planning" stages, travelers often search for phrases like "Luxury getaways" or "pet-friendly resorts." Google's search ads strategically display relevant content matching these queries, effectively capturing the attention of potential travelers. For instance, a family planning a vacation might search for "kid-friendly resorts" and encounter an ad for a resort specializing in family-friendly experiences.
2. Display Ads:Definition: Display ads are visually engaging banner or image-based advertisements seen across various websites. They aim to engage users with compelling visual content aligned with the context. Customer Journey Example: In the "research" stage, travelers explore different destinations and accommodations. Display ads feature stunning images of tropical paradises or cozy mountain lodges. These visually appealing ads influence travelers' choices as they research their trip. For instance, a traveler investigating a mountain vacation might come across a display ad showcasing a charming cabin retreat.
3. Discovery Ads:Definition: Discovery ads are designed to evoke anticipation by presenting captivating content that piques the interest of potential travelers. These ads are visually engaging and deliver relevant content.Customer Journey Example: Even before the journey begins, travelers eagerly anticipate their experience. Discovery ads play a vital role in this stage. Imagine a traveler dreaming of a tropical escape. Discovery ads display mesmerizing images of pristine beaches, lush jungles, and exquisite resorts, effectively sustaining the excitement and encouraging further exploration.
4. YouTube Ads:Definition: YouTube ads are video advertisements that appear before or during YouTube videos. They aim to inspire travelers and provide a glimpse of what they can expect.Customer Journey Example: In the "dreaming," "planning," and "research" stages, travelers often turn to video content for inspiration. YouTube ads allow businesses to showcase their offerings through captivating video content and storytelling. For example, a traveler planning a city break may encounter a YouTube ad featuring a virtual tour of iconic landmarks and vibrant street life.

1. Performance Max Ads: The all in one ML / AI solutionDefinition: Performance Max is a new campaign type in Google Ads that automates campaign targeting and delivery based on provided information with clear performance objectives.Highlight: Particularly helpful in building a high-intent audience, Performance Max (PMax) uses data from a hotel's CRS (Reservation System) to target travelers at each stage of their journey. PMax takes into account people who are more likely to make a purchase (audience signal) and even those who may not make a purchase but are interested in learning more about a brand through ads.

Customer Journey example:

Stage 1: Dreaming

Imagine a traveler, Sreelatha, who is dreaming of her next vacation. She doesn't have a specific destination in mind yet. She begins her journey by searching for "tropical getaways" on Google Search.

• Search Ads: Sreelathas search triggers relevant search ads, showcasing breathtaking tropical destinations with compelling ad headlines and images. These ads pique her interest, and she clicks on one to learn more.

Stage 2: Planning

After exploring these destinations, Sreelatha decides she's interested in a beach resort. She starts researching different resorts and accommodations.

• Display Ads: While reading travel blogs about beach vacations, Sreelatha encounters Display Ads featuring various beach resorts. These visually engaging ads provide information about accommodations and special offers. She clicks on one of the ads to explore further.

Stage 3: Research

narrows down her options to a few resorts but is still researching to make an informed decision.

• Discovery Ads: Sreelatha begins receiving Discovery Ads on her favorite social media platform, featuring in-depth profiles of the selected beach resorts. The content showcases amenities, guest reviews, and stunning images. These ads keep her engaged as she researches her options.

Stage 4: Booking

Sreelatha has found her dream resort and is ready to book her stay.

• Gmail Ads: After some time, Sreelatha receives a Gmail Ad in her promotions tab offering an exclusive discount for the resort she's been considering. This personalized incentive convinces her to make the booking.

Stage 5: Anticipating and Sharing

As Sreelatha eagerly anticipates her upcoming trip, she plans to share her excitement with her social network.

• Maps Ads: A week before her trip, Sreelatha uses Google Maps to explore the area around her chosen resort. Maps Ads appear, showing local attractions, restaurants, and activities, making her even more excited about her vacation.

Convergence of Marketing Sales & Operations

Marketing is now more intertwined with sales, thanks to innovative AI solutions. PMax stands as a prime example, allowing domain specialists to target travelers effectively. By integrating detailed inputs from CRS or Property Management Systems (PMS), ads become highly personalized and relevant, enhancing the chances of conversion.

It's a win-win situation for both businesses and travelers, for marketers and commercial professionals - Yes it's time to rock and roll