Expert Insights

Each side of the coin uses different attribution models and KPIs to measure digital marketing performance. It is not as cut and dry as one may think

The hotel industry has a longstanding reputation for slow technological adoption. This can be seen in the adoption of digital guest engagement solutions

Despite decreasing during summer months, hotel website conversion rates in the UK & Ireland started to recover in September – uplift was higher in London

Too often we see revenue management teams set rates and forget about them and fail to monitor how their inventory is performing across distribution channels

Connor outlines what he feels are some misconceptions of where Revenue Managers sit in the demand equation and what they are ultimately responsible for

This is probably the most interesting part, as native ads are mostly intended for destination searches (“hotels in Boston”) and not branded searches

Last year, we published a Black Friday report showing impact on hotel bookings. We saw a 47% jump in campaign conversions and 58% increase in direct revenue

The ideology around the digital marketing budget needs to evolve, rather than asking the question “how much am I going to spend” we should be asking this

With historical forecasts irrelevant, it can be useful to do “budget sprints” or shorter budgeting windows better suited to respond to dynamic situations

Hotel brands that properly take advantage of social media not only reap the rewards now, but position themselves to be the most successful in the future