How Best Western built a direct campaign with guest profiling
HOTELIERS' VOICE S3E1
Chris Bowling, Head of digital marketing and ecommerce at Best Western UK joins us as our guest for Hoteliers' Voice to share how they built a direct campaign using guest profiling.
In this episode, we learn the approach taken to identify the right audience, the type of marketing strategy to harness this opportunity and the data that fed the campaign creative and channels to market.
We hear how Chris and the Best Western team looked for the opportunity to fight back for the brand. We discuss
Why education is important
The role of brand marketing
Identifying channels to reach the guest profile
Using guest data to determine the approach
The systems that underpin the campaign
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