The Smart Hotelier’s Guide to 2017 Digital Marketing Budget Planning provides hoteliers with a concrete roadmap to jumpstart the property’s direct bookings and guide its digital marketing and distribution strategy throughout the year.
The important part of the overall strategy – the one that will result in a much higher percentage of direct bookings - is Intent Data i.e. targeting and engaging travel consumers who are “in market” and planning to visit your property’s destination in the near future.
These two, distinct industry stakeholders have opposite interests due to the different ways they perceive and account for distribution channel costs.
The way the industry accounts for distribution costs from OTAs vs. direct online channels has led hoteliers to ever deeper self-inflicted OTA wounds. Here are three ways hospitality can start to heal.