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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Martin Soler

With a background in marketing, Martin turned to the hotel industry, having become a GM for boutique hotels he then went on to become a founding staff and later VP Marketing of one of the leading hotel marketing agencies in Europe. He then joined the team of SnapShot as the CMO and helped define how hotel technology companies market themselves in the 21st century.

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