Industry Update
Opinion Article14 June 2019

Hotel Yearbook: What happens when performance marketing caps?

By Martin Soler, Partner at Soler & Associates

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Analyzing the digital marketing activities of hotels, Martin Soler of Soler & Associates concludes that 98% goes toward performance-type marketing that is designed to capture clicks and convert those clicks into on-the-books revenue. This may be efficient, he says, but the problem is that it leaves most of the brand building to OTAs and word of mouth.

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What happens when performance marketing caps? | By Martin Soler

Analyzing the digital marketing activities of hotels, Martin Soler of Soler & Associates concludes that 98% goes toward performance-type marketing that is designed to capture clicks and convert those clicks into on-the-books revenue. This may be efficient, he says, but the problem is that it leaves most of the brand building to OTAs and word of mouth.
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