Industry Update
Opinion Article27 November 2020

Digital Marketing Performance Evaluation in the COVID-19 Pandemic

By Bill Carroll, PhD , Senior Corporate Executive, Board Member, and Educator

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Carroll, PhD

In conjunction with The Hotel School at Cornell University, William Carroll published this white paper on October 1, 2020.

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As a consulting member of Cayuga Hospitality Consultants, here is an excerpt from the paper:

The COVID-19 pandemic is causing major disruptions in the travel and hospitality market and associated organizational and marketing strategies by hospitality suppliers.

On a region-by-region and time-period-by-time period basis, these strategies will change as the pattern of the pandemic evolves and the availability of a vaccine emerges. All of this will cause changes in digital marketing strategies and the selection of key performance indicators (KPIs) to evaluate the effectiveness of strategic actions taken.

Each hospitality enterprise will or should have both an organizational and marketing strategy, including a digital marketing strategy developed to recover from the impact of the pandemic. The recovery may be sequential or cyclical, depending
upon a reoccurring pattern of the pandemic for a given region. Most, if not all, enterprises should focus on the three phases of a recovery

  1. While travel is on pause;
  2. When travel demand begins to recover — or is estimated to do so;
  3. When travel demand strengthens.

To read the entire white paper, please click HERE.

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