Travel brands know a lot about their existing customers, but how can location and behavioral insights help them find high intent travelers they might otherwise miss?

Yeah.

In this day and age, everyone has a Marriott Bomboy number.

Everyone has a Hyatt account.

loyalty is both important as well as wildly fragmented.

People are not loyal.

People, when they travel certain times of year or whether on their business or with family, they tend to gravitate towards different types of brands or different types of experiences that they're looking for.

If bookings and clicks only tell part of the story, what should travel and hospitality marketers be measuring next to get a more complete picture of whether their campaigns are actually working?

Right.

Everyone has a Hyatt account.

Loyalty is both important as well as wildly fragmented.

People are not loyal.

People, when they travel certain times of year or whether on their business or with family, they tend to gravitate towards different types of brands or different types of experiences that they're looking for.

Using mobile location data, using transaction data, we're able to really identify the people who are most loyal by ph- physically, where are they spending the most amount of time when they travel, what hotel brand, what hotel category within that brand.

And when we're able to wa- find the ones like me that aren't necessarily fully loyal to a brand, that when they go to New York City wanna stay with Sofitel, but other markets might not have a Sofitel there when we, when we go and travel.

Right.

Yeah

...

in order to capture what they thought would be massive demand.

And unfortunately, it really, uh, ostracized the, the, the normal leisure traveler, right? We have to remember that the hotel rooms are not gonna be filled 100% with World Cup fans.

That's just not how it works.

There's, there's...

It's June, right? It's, like, a major tourism season.

Yeah.