Marketers weigh offline vs. online channel ROI
Some hotel marketers still are not ready to put all their eggs in the non-traditional marketing basket just yet. Offline marketing spend will slow significantly during the coming years.
REPORT FROM THE U.S.—The intense focus in the industry on creating a strong presence and thriving online and mobile channels can be telling of just how much hotel marketers believe consumers are evolving.
Last month during a general session at the EyeforTravel North American Distribution Summit in Las Vegas, Clem Bason, president of the Hotwire Group, said at some point the “traditional TV market will die,” while Jack Feuer, founder and president of Digital Marketing Works, said he believes “TV advertising is in trouble.”
Leisure and business travelers are shifting their focus to online media to research hotel information, according to a Google Travel Study released in May. Of leisure travelers, 82% use the Internet as a source to research hotels, while 6%, 5% and 3% primarily use TV, magazines and newspapers, respectively. The statistics for business travelers weren’t much different, varying no more than two percentage points for each source.