Benchmarking is perhaps the hottest hot topic in the hospitality industry. While a quick search yields countless articles and opinions, Digital DNA Infusion, LLC and Vizergy worked together to provide a platform for hoteliers looking to refine their benchmarking. Most hotel marketers use STR Global/STAR Reports, their own historical data and credible industry studies to compare performance to their comp set and the industry, but there are often common faults and ways to improve benchmarking practices. This paper pinpoints those common faults and provides the best practices that hotel marketers need to consistently and correctly implement benchmarking.
Vizergy’s client portfolio, which includes a mixture of branded and independent properties, along with numerous hotel management companies and groups contributed to the content of this paper. While many properties currently benchmark, it was apparent that property level managers sought more concrete guidance on the subject.
“With the myriad of online marketing performance analytics programs and third party data, it can be difficult to form a digestible and workable benchmarking process,” says Vizergy President Robert Arnold. “From ensuring you have the right data, to selecting the most relevant KPIs, to determining how often your team should meet, it’s critical to set a scalable benchmarking plan. If it’s implemented well from the beginning, it’s easier to spot strengths, weaknesses and opportunities later – which translates to better deployment of marketing dollars and revenue production.”
“We wrote this whitepaper to answer a major question everyone struggles with – am I doing what I need to in ‘Digital?’ Digital benchmarking is a strategic imperative and done properly is much more than site analytics,” says David Atkins, Principal of Digital DNA Infusion, LLC. “This paper is a starting point for you to read and apply. The complexities of digital are something all businesses across all industries are striving to find answers for with solutions and systems. There is a science and discipline to doing digital benchmarking and knowing if you are keeping up with the competition and industry.”
Vizergy is an award-winning digital travel marketing company that allows hoteliers to know more, do more and achieve more – with the ultimate goal of delivering maximum online revenue. The company uses data driven decisions to provide strategic guidance in the evolving world of online marketing. Online marketing services include search engine optimization, pay-per-click advertising and display advertising, local marketing, website and mobile website design and development, reservation software and advanced analytics. Since 1998, Vizergy has propelled thousands of branded and independent hotels, resorts and hotel management companies to success.
About Digital DNA Infusion, LLC
Digital DNA Infusion, LLC. (“Digital DNA Infusion”), established in 2006, has more than 100 years of combined experience in the fields of brand marketing, e-Commerce, online revenue generation and optimization, digital and print media sales, digital marketing, lead generation, digital platforms, product management, product marketing, product development, content creation and partner development with a unique focus on digital businesses. Its principals, David & John Atkins, and its partners, Jonathan Weinstein, Sally Word, Sonia Schechter, and Evan Cowitt bring digital expertise in branding, public relations, marketing/communications, strategic planning, business and product planning, search engine marketing and optimization, digital media sales, technology vendor screening and selection, consumer and business-to-business marketing, business development and market research disciplines.
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