The term is used in online marketing to describe the process by which a company obtains the contact details (often name and email address) of a potential customer. This can be done through
- Social network ads (lead ads)
- Social media posts
- Hotel newsletter sign ups
- Pop-ups on websites and landing pages (onpage lead generation)
In this way, hotels can expand their guest database and use the contacts gained for various marketing activities and channels, build a relationship with the potential guest through effective communication and thus achieve more bookings.
In particular, if the potential guest is willing to provide his or her email address (e.g. in newsletter sign-ups and pop-ups), this indicates a high level of interest in the hotel and therefore a high likelihood of booking. Contact details enable personalised communication with tailored messages, resulting in efficient, sales-driven online marketing.