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Can mobile phone language settings help travel and hospitality marketers?

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The answer won’t surprise you – of course these signals can help travel and hospitality marketers. But making use of this data may nuanced by brand. We examined the app customers of three hospitality brands, Marriott (whose app is Bonvoy), Airbnb, and Hotels.com, to see what we could unearth.

Our analysis of Mother Tongue shows Korean stands out.

Airbnb US app owners had the most multilingual skew, with an over-index of Korean, Chinese, French, and Portuguese. For brands like Marriott and Hotels.com, their users over indexed for only Korean and under indexed for Chinese, French, and Portuguese.

So what is the takeaway and how do you make this actionable? First, use mobile data to profile the language settings of your customers and competitors. The findings can be used to identify language cohorts that your brand has seen success with and as a result, you can simply add language targeting into future media campaigns. You can also use the insights to decompile some of your competitors’ go-to-market strategies. There may be things that they are doing that you can mimic to find new growth.

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