Hotel digital conundrum: brand building VS demand generation
Digital outreach is still considered more appropriate for demand fulfillment than brand building.
NB: This is a viewpoint by Parag Vohra, general manager for hotels at Sojern.
Hotel marketers may come to look over the previous century as a time of simplicity and certainty.
Their job was, and still is, to create a brand that resonated, but unlike today, they did not have to worry about getting their hands dirty with tiresome issues like attribution and conversion metrics.