Online arena helps hotel marketers track ROI
Three key trends in the hotel digital-marketing space are having a simple framework for measurement, knowing what to measure and creating a compelling case for investment in measurement tools.
REPORT FROM THE U.S.—As the channels by which hotel rooms are marketed and sold continue to evolve—and inherently move from traditional to digital platforms—experts are embracing the ability to track and measure efforts.
“Digital marketers are no longer holding on to print or TV or radio impressions,” said Bill Carroll, senior hotel and hotel analyst for PhoCusWright. “It’s a new world, and it’s a world where we’re spending considerable amounts of funds on digital media.”
“Before it was all about impressions, but now we can observe click-stream behavior.”