A summer vacation begins long before the reservation is made. For months, travelers compare their options, and those who aren’t involved at that stage arrive only after the decision has already been made.
Club del Sole decided to get a head start. It shifted its TV budget to YouTube and began reaching out to summer travelers as early as the first few months of the year, with creative content designed to inspire them. This case study is featured on Think with Google.
Valerio Ronchi, CEO and Founder of Fragos Media, and Michela Marzoli, CMO of Club del Sole, offer an inside look at the decision-making process. They explain how to plan around the traveler’s decision-making timeline and how to determine whether inspiration actually translates into bookings, looking beyond the platforms’ numbers.
A real-world example for those who manage lodging facilities and want to stop chasing customers who have already made their choice.
SPEAKERS
Michela Marzoli
Club del Sole Direttore Marketing e Comunicazione
Valerio Ronchi
Fragos Media CEO & Founder
