May 18, 2018
How Airbnb overtook Booking.com
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The impact of digital marketing to a hotel’s demand, reputation and profitability has never been more evident than it is today, and yet hotels are still under-allocating resources to their team and their strategy.
Marketers are shifting their dollars and messages to the digital spaces, but the resources and budgets aren’t following, a number of hotel owners and asset managers at HSMAI’s recent Hotel Digital Marketing Strategy Conference at the Marriott Marquis Times Square argued.
Speakers said digital-marketing spend is shrinking as compared to most other operating budgets, and some blamed management for being ignorant to its importance.
“We used to say with revenue management, look at what you are leaving on the table,” said John Rosen, founder and president of asset management firm Wexford Lodging. “Now it’s, what are you leaving on the table in your digital-marketing efforts?”
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