How to Use Your Marketing nSight Report

Introducing Marketing nSight

Report Overview

The Marketing nSight Report has 3 sections which combine Market (City) level data with property and comp set data to improve marketing strategies.

  • Search and Booking Penetration Rank against comp set (on cover page)
  • Search Volume and Penetration Last 30 and Next 30/60/90 Performance (on cover page)
  • nSight Targeting Recommendations

Section 1:  Search and Booking Penetration Rank Against Comp Sets (cover page)

Ranking against competitors. For the last 30 days, the subscriber is ranked against their comp set by search and booking penetration (fair share).

 

Section 2: Search Volume and Penetration Performance (cover page)

Compares Last 30, Next 30, Next 60 and Next 90 days Search Volumes for the Market (ex. Chicago), to the Search Penetration and Booking Penetration metrics for the subscriber against their comp set.

 

Section 3: Target Marketing Recommendations

Using the traveler demand which has occurred in the last 30 days, (i.e. the most active customers who are actively shopping for room nights), the Marketing nSight Report provides target audience recommendations which allow marketing teams to target customers who have the highest likelihood to book the subscriber and the subscriber’s comp set for the next 30 days (this month), the next 30-60 days (next month) and the next 60-90 days (3 months in future).

 

Target Audiences are based on Source Markets and Personas.

The percentage listed is the market’s share of search for that time frame, ex. Jacksonville is getting 3.53% of demand into the market from Chicago.

 

Target Market Recommendations are broken down by:

  • Next 30/60/90 Day Arrival Targets
  • Weekday vs Weekend –
  • Weekday is defined as Sunday-Thursday
  • Weekend is Friday-Saturday Check in
  • Domestic vs International
    • Note: For US clients this is US vs Non-US and for EU Clients this is EU vs Non-EU

 

Use Cases and Applications

  • Segment Email Campaigns
    • Target persona-specific offers to relevant source markets
  • PPC, Banner and Display Campaigns
    • Target top source markets to drive demand for key arrival periods.
  • Content Marketing
    • Build content by persona segment and target to most active source markets
  • Social Media Marketing
    • Use hyper-targeting capabilities of social media networks to target audiences that have intent to book for a specific arrival period.
  • OTA Banners and Marketing buys
    • Use nSight Personas and source markets to target travelers who are actively shopping for arrival periods.
  • OTA Shifting Share
    • Measure impact of marketing on OTA Search and Booking rank

 

Questions

If you have questions, please contact the Support team:

[email protected]

1-615-866-0850, ext 2
1-888-890-4508, ext 2 (toll-free)

 

Appendix of Key Terms:

Comp Sets:

The Rate nSight Report is built from a comp set of 4 hotels + client property. Any hotel which is actively listing on the OTAs can be used in a subscriber’s comp set.

 

Fair Share:

Derived by the room count of a property against their comp set. Ex. If a hotel is 20% of the total rooms compared to their comp set, then the property should be receiving 20% of unconstrained demand (for either search or bookings).

 

Search Penetration:

Search Penetration is calculated by comparing the level of search to a subscriber’s fair share of demand. 100% search penetration = fair share.

 

Booking Penetration:

Booking Penetration is calculated by comparing the level of bookings to a subscriber’s fair share of demand. 100% booking penetration = fair share

Example: If a subscriber is receiving 125% Booking penetration, then they are getting 25% more bookings than their fair share against their comp set. Same mechanics apply to search.

 

Source Market: The “home” market of a traveler and source of customer demand.

The “home” market of a traveler and source of customer demand.

 

Persona: 

The type of traveler who is originating from a certain source market. Personas are proprietary to nSight and modelled around the most common traveler audiences, i.e. Millennials, Baby Boomers, Families, Empty Nesters. Personas are defined by both demographic and Psychographic qualities. Full persona definitions available through separate support resources.