There’s a lot to like as a hotel marketer today. We’re living in a golden age of data. The signals are better than they’ve ever been. You can track more of the guest journey, understand search behavior, and benchmark performance across channels.
NB: This is an article from Cendyn
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Yet paid media costs keep climbing. And SEO competition remains fierce, even as AI fundamentally reshapes how travelers search and book hotels. Meanwhile, attribution is a mess, as guests zigzag between search, metasearch, hotel websites, social media, and review sites – before they ever hit your booking engine.
Teams are juggling tools that don’t talk to each other, creating blind spots in budget pacing and bid control. Worst of all, many hotels suffer from duplicate attribution, where one booking counts across multiple platforms. This duplication inflates ROAS and leads to misallocated spend.
The result? Staying visible, while staying profitable, has become a balancing act. Spend too little and your hotel disappears from view. Spend too much and profitability takes the hit.
From solving the fragmentation tax to driving results, here’s how to think about digital marketing.
The fragmentation tax
When you’re switching between different digital marketing dashboards just to understand what’s working, you’re paying a fragmentation tax that can lead to ineffective spending that impacts performance.
And it’s such a waste!
A unified digital marketing platform can keep you on track. Purpose-built for paid media, a DMP complements organic efforts by consolidating control across channels into a single source of truth.
With deduped conversion data that keeps ROAS credible, you can allocate budget to the moments with the strongest booking propensity. By capturing high-intent demand the moment guests compare prices or search brand terms, you can push where paid truly moves the needle while letting organic continue to nurture discovery and consideration.
The outcome is a cleaner, more credible picture of your ROI – and more time for your team to focus on strategy instead of spreadsheets.
Why hotel type shapes your platform needs
When choosing a digital marketing platform for your hotel, it’s essential to consider your hotel type as a core consideration so that you find the best solution for you.
