LEANING IN TO LOyALTY

ALICIA HOISINGTON

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LEANING IN TO LOyALTY

机译：倾向于忠诚

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Hotel companies often tout their commitment to putting guests first. But what exactly does that mean? Choice Hotels International wants to build a strategy around just that. And Sarah Searls, who stepped into the newly created role of chief customer officer in November, is the woman for the job. "Successful marketing delivers messages in ways that are relevant to customers - which in turn drives awareness, consideration and ultimately incremental bookings," Searls says. "With our growing portfolio of brands, we need to connect with different customer segments."To do this, Searls says the Rockville, Maryland-based company needs to truly understand its guests, their travel occasions and travel mindsets in order to create relevant campaigns and messaging. At the same time, it needs to leverage technology and data to ensure customer targets are being reached efficiently and at the right times.

机译：酒店公司往往将首先致力于为客人推出。但这究竟是什么意思？选择酒店国际希望在那里建立一个策略。和Sarah Searls在11月进入新创作的首席客户官员的角色，是这份工作的女人。 “成功的营销以与客户相关的方式提供邮件 - 这反过来推动了意识，考虑和最终的增量预订，”Searls说。 “随着我们越来越多的品牌组合，我们需要与不同的客户群联系起来。为了做到这一点，Searls表示，基于马里兰州的公司Rockville，需要真正了解其客人，旅行场合和旅行心态，以便创建相关的活动和消息。与此同时，它需要利用技术和数据，以确保有效地达到客户目标。

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《Hotels》 |2020年第3期|44-45|共2页
作者
ALICIA HOISINGTON;
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