Planner audiences

Level up with a highly-targeted audience

Discovery learns valuable signals about the audience of prospects considering your property, starting with when they're looking to visit.

Use this insight to amplify other marketing initiatives and provide an edge by tapping into the perfect audience for the next campaign.

Amplify other efforts

Whether it's the latest promotion, or months ahead to increase bookings, Discovery can boost impact.

Easily identify past planners who fit an offer or need period particularly well. After that, target them directly with a personal message relevant to their plans.

Use cases

Here's one example of a typical marketing goal, and game plan using Discovery.

⚠️ It's the beginning of March. Spring break is the first week in April, and bookings are trending behind. 📋 Segment these two audiences to prepare an outreach just for them:

1. Planners who showed interest in the booking window eligible for the Spring Break offer, and who haven't booked yet. (Typically those who started planning 30+ days ago.)

2. Planners whose booking dates just recently passed, and warm them up with this new offer—acknowledging they’d recently been looking to stay.

Find your audience and get started

Easily pull and segment audiences in clicks.

1

Navigate to Platform → Reports

Select the appropriate date range to find recent planners.

2

Scroll to Planners revealed by Discovery

Download a list of planners whose plan is more than 10 days old.

3

Segment your audience

Filter and segment your list by matching a planner's interested arrival date with the eligible booking window. 🤝

Craft and share a outreach around these planners' interests.

An important note about content

Potential travelers respond to messages that are wanted and expected.

Speak to audience segments about their specific plans. This approach to better marketing nets better results, winning over more travelers considering a stay.

Additional consent settings

Discovery can be configured to ask for additional consent at the moment a planner is submitting their name and email address.

When configuring an additional consent, keep in mind that it may impact submission rates and overall conversion. Plus, it's recommended that site visitors have a specific and meaningful understanding of the opt-in for an additional consent, including why it's required and the value for the planner.

Once switched on, a planner is presented with an opt-in checkbox that supports custom messaging and tracking tags. Any consent given is tracked to the context of each planner and is available in our reports and API.