'Constant intention to buy' forces hotels to rethink the marketing funnel
Rather than guiding consumers along a linear path to booking, hotels should pull them in from multiple “orbits,” new research suggests., CredSpark is a powerful, interactive content platform that helps organizations maximize the potential o
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What It Says
The traditional linear marketing funnel is breaking down. Travelers no longer stop researching once they complete a booking. Instead, a high volume of consumers continue to seek travel inspiration and "re-shop" their options during the post-booking window.
According to Heather Balsley, Chief Commercial and Marketing Officer at IHG, rising travel anxiety—particularly among leisure travelers—drives consumers to constantly second-guess their decisions. Because digital tools make ongoing research effortless, hospitality brands must actively engage and reassure guests between the time of booking and their actual arrival.
Why It Matters
For short-term rental (STR) operators and technology vendors, this shift highlights a major vulnerability: a booking is no longer a guaranteed stay. With flexible cancellation policies and endless alternative options on OTAs, guests are highly susceptible to canceling and rebooking elsewhere if they find a better deal or more appealing property. To protect reservation revenue, operators must treat the post-booking phase as an active marketing and relationship-building window rather than a passive waiting period.
Useful Signals
- Post-Booking Engagement: Hospitality brands can no longer afford to stop communication after sending a booking confirmation.
- Leisure Travel Anxiety: Guests are constantly looking for validation that they made the right choice; proactive communication can mitigate this anxiety.
- Re-Shopping Behavior: The ease of digital research means consumers are continuously comparing booked accommodations against new listings and deals.
STR Tech Report Take
This behavioral shift presents a massive opportunity for STR guest experience and communication platforms. Technology vendors should develop automated, high-value touchpoints—such as local digital guidebooks, curated neighborhood recommendations, and personalized check-in previews—to keep guests excited and locked into their choice. By shifting from transactional notifications to experiential content, STR operators can build early loyalty, reduce cancellation rates, and block out competitor noise during the critical pre-arrival window.
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