The Official Gift Guide for Hotel Marketing Teams

Forget the silly gadgets and fancy chocolates!

Listen up hotel owners and asset managers, we know what hotel marketers really want for the holidays…

Here’s our annual list of the things that hotel marketers tell us they crave the most:

1. They Want to Be Rewarded for Driving Measurable Revenue

Hotel owners expect their marketing team to contribute to the hotel’s revenue targets in ways that can be tangibly measured.

And hotel marketers are responding!

By tracking their marketing cost-per-booking (MCPB) and return on ad spend, they are showcasing the marketing team’s direct ROI… this new breed of “revenue marketer” is moving away from the squishy, legacy metrics of hotel marketing into a new era of accountability (and hopefully increased compensation)!

2. They Want the Budget Correlated to Targets

Nothing would make hotel marketers happier this holiday season than a budget that was actually correlated to the targets being set for them (by segment)! Unfortunately, there are still many hotel owners who believe their sales and marketing teams can hit increasingly lofty revenue targets with less money and resources than the year before.

This year, hotel marketers are hoping to convince upper management that their ambitious revenue goals need to be supported with bigger budgets (and maybe even more staff). Let’s hope hotel owners realize that investing in marketing is one of the smartest moves they can make to boost revenue.

3. They Want Continued Investments for Direct Booking Campaigns

The launch of major campaigns by industry giants this year further reinforced the industry’s message on the benefits of purchasing directly through a hotel website rather than an OTA. But to rely solely on the AHLA, Marriott and Hilton to communicate these advantages to travelers is insufficient. Every property, regardless of size, affiliation or location, should be showcasing the benefits of booking direct and changing their message to expose the real weakness of OTAs.

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