The Smart Hotelier’s Guide to 2013 Digital Marketing Budget Planning [Part 2 of 2]
Next year’s digital marketing budget should focus on driving direct online bookings and achieving serious ROIs via structuring hotel's initiatives in three main categories: “Core” Digital Marketing Initiatives; “Business-Need” Digital Marketing Initiatives; and Capital Investments, Strategy and Operations.
Mobile Website and Mobile Marketing: 7%-8%
The mobile channel has already become a real travel planning and hotel distribution channel, especially for drive-in and last-minute travel markets. The U.S. hospitality industry is experiencing staggering growth rates in leisure and unmanaged business travel bookings via the mobile channel:
2010: $99 million