In spite of the array of trendy new digital marketing initiatives and formats available to hoteliers today, the reliable old search engines still generate more than 50% of website revenue in hospitality (HeBS Digital, OTX Research). Not surprisingly, Search Engine Marketing (SEM)/Paid Search is currently the most popular online advertising format: More than 45% of every online advertising dollar is spent on search engine marketing (IAB).
Whether youve experienced digital marketing success this year, or have continued to struggle with your direct online channel strategy, now is the perfect time for reflection and planning ahead. 2013, a year of growth in our industry, has also been a year chock full of major industry developments.
Do you, as a hotelier, put yourself in the shoes of travel shoppers? You should, and this study will help.
The Internet and social media have had a disruptive impact on public relations, shifting an increasing amount of news and travel planning online. How can hotels adapt to this shift and leverage social media to attract media coverage?
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