When it comes to your hotel’s digital marketing strategy, your KPIs are the bedrock on which your success rests. We’re here to help. With these 6 essential KPIs, your digital marketing will have firm ground to stand on. Metrics are different for eCommerce campaigns and non-eCommerce campaigns – are your metrics correct?
If your KPIs are constantly shifting, based on vanity metrics, or simply undefined, you’ll have no way of measure which of your campaigns are wins and which are flops. Put your focus on KPIs front and centre.
Vanity metrics, to give a quick refresher, are numbers that might make you feel good or look good on a report, but don’t translate to more guests or more return on your investment. One example is having tens of thousands of Facebook followers – but, because you got them through ‘like & share’ competitions, they aren’t really interested in your hotel and will never book a stay. It looks good to have that kind of social presence, but it doesn’t translate to revenue.
Two general areas to pay attention to are channel performance metrics and engagement rate, which are the most noteworthy areas to look at. These two sets of KPIs are complimentary. Channel performance metrics show you how each marketing channel is doing, and engagement rate metrics show you how engaged your audience is.
To look at the 6 most essential KPIs for your hotel’s digital marketing strategy, read on.
Channel Performance Metrics
Understanding the goals you want to achieve for each marketing channel lets you understand how your campaigns have performed.
Ecommerce campaigns can be calculated in terms of ROI and CPA. However, non-ecommerce campaigns should be assessed on conversion rates.