Part I of this series identified digital marketing as a major component of hotel's marketing strategies and an important mechanism for future growth within the industry. As potential guests and loyal customers identified the internet as trustworthy, efficient, and safe, the opportunity for marketing towards consumers via the internet became tangible and indeed, vital to growth. As the national economic recession hit, digital marketing in particular was maintained as an economical, effective means to reach customers; while more traditional marketing methods may have been foregone, digital marketing has prevailed as the most effective means to allocate (limited) resources toward and ensure a return on investment.

This article is Part II of a two-part series analyzing the landscape of digital marketing for hotels and motels in 2014. Part I reviewed the fundamentals of digital marketing and why it is vital hotels understand current trends. Part II investigates the future of "earned content," or user-generated content, marketing.

About HVS

HVS is the world's leading consulting and valuation services organization focused on the hotel, restaurant, shared ownership, gaming, and leisure industries. Established in 1980, the company performs more than 4,500 assignments per year for virtually every major industry participant. HVS principals are regarded as the leading professionals in their respective regions of the globe. Through a worldwide network of over 50 offices staffed by 300 experienced industry professionals, HVS provides an unparalleled range of complementary services for the hospitality industry. For further information regarding our expertise and specifics about our services, please visit www.hvs.com.

Leora Halpern Lanz
+1 516-680-8529
HVS

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