This article comes from Socialbeta Content partners @ Global Tour.
2012 is half past, now is the time to think about what has happened this year to the hotel operators and how they should plan for next year's digital marketing budget analysis. Some of the hot topics of concern this year include Solomo (the combination of social, localized and mobile apps, hereinafter referred to as "Solomo"), the emergence of Tablet PCs as a unique marketing and distribution channel, and Google + And the emergence of new social media platforms such as Pinterest and Google's continued updating of its algorithms have caused many hotel sites to be affected and obsolete.
You should also take advantage of the current opportunity to assess your business goals and objectives. What good practices do you want to take or improve in the next year or 2012? What business goals are you not achieving? Are you often distracted by the "next major trend", leading you to overlook the basic principles of hotel digital marketing (such as "constantly updating hotel seo strategies")?
This paper puts forward some suggestions on how to carry out the marketing budget of the hotel operators for 2013 years. Next year's digital marketing budget should focus on pulling direct online bookings and planning for three major areas to achieve higher ROI. These three main areas include "core" digital marketing campaigns, "business-oriented" digital marketing campaigns, and capital investment, strategy and operations, including redesign and upgrades of Web sites, day-to-day website operations, marketing campaigns management, and professional outreach.
good news and bad news this year
The good news is that demand for tourism has increased. The hotel industry has improved in three key performance indicators this year, with the U.S. hotel industry's occupancy rate up by 3.1% in the second quarter of 2012, to 65.1%; average daily house price (ADR) rose by 4.7% to $106.41; each available room gains 7.9% per cent, Up to 69.32 dollars (data from str). According to industry experts, these trends will continue into the second half of 2012, although the pace of growth may slow.
What's the bad news?
As demand for online travel grows, hoteliers should manage their online distribution channel strategies more rigorously and increase online revenue by leveraging opportunities in local, other countries and regions. In practice, however, the hoteliers ' approach is quite the opposite.
Single Hotel over-reliance on Ota
Single hotels have long been Ota's "prey" because they lack the focus and understanding of the market economy and the cost effectiveness of online direct channels, ignoring basic online distribution rules (such as price consistency) and lack of bargaining power with OTA. Last year, more than 76% of the online bookings for non-branded hotels came from Ota, and only 24% of the bookings were from the hotel's website (data from the STR and International Hotel Marketing Association).
This is not to say that hoteliers cannot retaliate, and that growing travel demand means that OTA's commissions will shrink, as a result of the big hotel brands and the entire hospitality industry. Hotel operators have realised that limited-timed sales sites and last-minute discount sites are harmful to the hotel business, which can have a significant adverse impact on prices and brands and cause business losses in other channels. The hotel plans to adjust its agreement with OTA this year, with the main hotel brands expected to hold down the commission to 15%. Single hotel operators should not pay more than 20% commission to OTA. Will hoteliers eventually stop contributing to OTA and other third-party channels?
For the remainder of 2012 and next year, single hotel operators must expand their online direct marketing channels and make budget plans to reduce their business's limited-time sales sites for OTA and low hotel profits (such as Groupon and living Social etc.) and hoteltonight.com and other Last-minute discount site dependencies.
Brand hotels are overly reliant on brands
Large hotel brands have successfully built brands and online marketing campaigns domestically and globally, but they have not extended their brand influence to regional markets, other countries and local markets. Branded hotels and their affiliated hotels rely heavily on their brand's online marketing campaigns, ignoring incremental online revenue from local, other national and regional markets. Take Hebs Digital As an example, we have some very active franchise hotel customers, they earn more revenue through the dealer website than from the hotel brand website.
The operators of branded hotels and single hotels must focus on online direct marketing channels, this means they need to apply best practices to online distribution channels and increase online direct channel revenue by redesigning and upgrading the hotel's web site, and they also need to invest in SEO and SEM, market positioning and mobile marketing, And the OTA integration into a comprehensive distribution strategy.
has been dependent on outdated advertising patterns
Another important concern is that many hoteliers continue to rely on offline advertising media, especially print media. Last year, U.S. advertisers spent more than $20 billion on print-media advertising, and they should put the money into the internet and mobile-media advertising because they don't have enough money to invest in these media outlets.
Brand hotels do not want to change the pattern of the past, for tourism consumers have been diverted to online channels, social media and mobile phone channels lack of understanding is a number of hoteliers continue to rely on the online advertising mode is the main reason. Recently Starwood Hotel Group announced that it will put 75% of the marketing budget into the digital field.
How do your other peers make budget allocations?
HeBS Digital, the sixth annual comparative survey of marketing budget plans and best practices, says nearly 1/3 of respondents plan to use 49% of their advertising and marketing budgets for digital marketing activities, including web design and optimization. Compared to other factors (such as last year's budget, other peer practices, hotel renovation and non market constraints), the third consecutive year of "economic constraints" has been the biggest factor affecting digital marketing budgets.
The survey report reflects the return of the hotel operators to the basic principles and the investment of budget funds into core activities that bring the best results and the highest ROI. In the course of the investigation, HeBS Digital raised the question to the hoteliers: "What are you going to put into the online marketing budget?" The following are the areas where they think the hotel should give priority to input:
33% website redesign or design
26.0% SEM (paid search)
24.3% e-Mail Marketing
15.7% Display Ads (banner ads)
The promotion of hotel website is undoubtedly the most important aspect of hotel operators. All the activities you do on the online channel will eventually return to the hotel site, whether it's social media interaction, banner advertising or email marketing. The above data shows that the hotel operators pay attention to SEO and SEM, which reflects their emphasis on the search engine to pull revenue from the main role, it also shows the search engine algorithm changes on the impact of SEO strategy, so we see the hotel operators plan in the SEO and local search Search) to put more budget.
How will hoteliers spend their budgets on areas of concern such as social media and mobile phones? The survey reported 10 aspects of getting the most marketing budget inputs, compared to the five "core" activities mentioned above.
15.6% Mobile Marketing
14% Local Search, contact
13.4% Social media
12.3% re-market positioning and advertising marketing
12% Online Videos
The overall cost of U.S. advertisers in digital marketing has grown in total, providing support for the results of this comparative report. According to a recent report by emarketer, U.S. online marketing spending will grow by 23.3% in 2012, up to $39.5 billion by the end of the year. The biggest increase in advertising spending is social media, email and search marketing. Advertisers are also increasingly spending on mobile phones, and their spending on traditional direct marketing channels will remain stable, according to emarketer's survey.
three important standards for 2013 years of digital marketing plan and budget
What elements will you include in the hotel's 2013 digital marketing budget plan to get as much revenue as possible through online direct channels?
Your 2013 budget plan should contain three main areas:
1. Core digital Marketing Activities: the budget inputs in this regard should include proven marketing activities that truly generate a high return on investment, whether they are monthly activities or annual activities. For example, in Google, Bing and Yahoo, SEM, participate in the TripAdvisor "show prices" Pay-per-click advertising programs or unique marketing activities, such as the integration of tablet equipment marketing activities. You must include all of these activities in your 2013 marketing budget plan.
2. "Business needs-oriented" digital marketing activities: hotel operators should be based on the specific business needs of the hotel to develop this budget, rather than rely on advertising to pull. You should consider the following factors: seasonal, regional activities that can bring business to the hotel or segments of the customer's needs (such as meeting or group plans, family tours or weddings), you may not be fully prepared to deal with the future needs of the hotel. Will you need to attract more weekend bookings in the first quarter of 2013? When summer comes, will you focus on the business of a family traveler? If you can determine your business needs, you should implement a multi-channel marketing campaign to achieve your business goals for the quarter.
It is also noteworthy that because our industry is changing at a faster rate, it is impossible for hoteliers to integrate new areas of investment into budget planning at all times.
3. Capital investment, advisory and operational activities, which include the necessary elements to maintain the normal functioning of the site, such as redesign and optimization of Web sites, technology upgrades, and other activities that do not generate direct revenue, but which have an essential role to play in the success of the hotel, such as consulting, Analysis and System hosting. If you don't invest enough resources in these areas, it will hurt the effectiveness of other activities in the budget plan.
1. Core digital marketing campaigns and programs
Search engine Marketing (SEM)
We recommend that the hotel devote 25%-30% digital marketing budget to SEM in 2013.
No matter what the industry is changing or what the latest trend is, some digital marketing campaigns are very effective. One of the basic marketing activities is SEM. Search engines remain the dominant force in the distribution field, and they continue to be key drivers of direct distribution channels in the hotel. This includes SEM, so you must create a unique mobile landing page on the hotel's mobile website.
As search engines play an important role in online direct channels, SEM will continue to be the most effective channel to use online channels to provide targeted marketing information, not only to increase traffic, but also to generate revenue. You should follow the best practices in the industry and stick to the optimization of hotel marketing activities, so you can ensure that the hotel's SEM activities continue to bring high ROI.
Search engine Optimization (SEO): 8%-10%
The recent Google Panda algorithm update (Panda 3.9) has raised standards for the hotel site, which not only requires in-depth and relevant content, but also publishes unique and compelling themes. The Google Venice update has had a significant impact on localized search. In general, this means that no matter whether your search is positioned or not, Google will "do what it can" to provide the relevant results based on your geographic location. For example, you can enter the "hotel", that Google will be based on your location to provide the surrounding hotel results.
Hoteliers also have to keep updating content on their websites because it will have a big impact on their SEO. This means they need to put a budget on content updates to make sure that the latest information is posted on the site. They can also purchase tools such as Hebs Digital CMS Premium, and use these tools to add and edit text and image content at any time, publish or cancel new specials, create packaged products and promotional products, Manage the main product announcements on the home page and the selection of photos on the website and automatically push new specials and promotions to the hotel's social media materials page and mobile website.
Case study: Search engine revenue
Although the hotel operators are now facing many new digital marketing channels and models, but the traditional search engine channels still for Hebs digital a large number of hotel customers to create the most revenue.
The following are the contributions of search engines (Google, Bing, and Yahoo) to the total revenue of hotel sites (from early 2012 to July 2012):
-SEO Revenue: 32.7%
-SEM revenue: 22.9%
A content marketing strategy that is fully supported by technology and marketing funds will play a unique role in enabling hotels to maximize revenue through search engines.
TripAdvisor website "Show prices" paid advertising project: 5–10
You can use the advantages of money to greatly enhance your visibility in the world's largest travel website TripAdvisor. Adding your hotel listings to the "Show prices" item on the hotel page of this site has two functions: first, it can direct high-quality online tourism consumers directly to the hotel reservation engine; Second, this list creates a level playing field for hotels and Ota, and offers direct booking options for users of the site.
You should put Solomo as the focus of the hotel digital marketing strategy, the combination of these three content and marketing platform enables the hotel to provide more personalized and relevant content to existing customers and potential customers in real time, which is unprecedented.
Local search for hotel customers in Hebs digital accounts for the total revenue of their site turnover, the consumer's local search every month to 3 billion times (from Google data). Google, Bing, and Yahoo are paying more attention to the search for content from local businesses, which means hoteliers must put more effort into managing and upgrading the content, otherwise their sites will fall in search engine results pages. Continuous optimization of these content and the ranking of hotel listings on major data provider sites is essential to the hotel's SEO strategy, and you must prioritize these activities in next year's budget plan.
Local content is also based on the search engine's mobile content, making it an extremely important part of the hotel marketer's mobile web site and SEO strategy.
Mobile web and mobile marketing: 7%-8%
Mobile phone channels have become real travel plans and hotel distribution channels, especially for driving guests and last-minute tourism market. The U.S. hotel industry is achieving spectacular growth through mobile phone channels in areas such as leisure tourism and non centrally managed travel bookings.
2010:99 Million US dollar
2011:753 Million US dollar
2012:1.368 Billion US dollar
2013:2.155 billion USD (data from phocuswright)
HeBS Digital's data show that if hotels create a mobile Web site, they can create incremental revenue via phone and phone subscriptions. However, if the hotel does not have an optimized, rich content of mobile phone version of the site, the above booking business is very easy to flow to other hotels or OTA.
Whether a hotel or a tourist provider needs a mobile web site already has a clear answer: mobile Web sites can create significant incremental bookings. The rules of the mobile network are different from those of the traditional Internet. Compared with traditional internet users, mobile network users ' attention duration and browsing time are relatively short. Mobile networks also have a number of constraints, such as slow speed, the quality of mobile Web browsers to be upgraded, the size of the display screen is small and the booking steps can not be too much, and so on.
One of the biggest mistakes hoteliers make is that they don't create a mobile web site, and if a user accesses a "traditional" website via a mobile device, even if they are using the iphone (480 pixels), they often don't get a satisfying user experience (unable to find the information they need). This will inevitably lead to a result: users will close the site and discard subscriptions. Today's tourism consumers have a lot of demand, and the mobile sites they rely on need to have the following features: Fast downloads, short text content, streamlined visual content, and easy to use booking engines.
Content quality is the most essential element of mobile Web sites, and Google Panda's algorithm updates favor those with lots of freshness, interactivity, and visual and textual content for search engine optimization.
Even if the site is based on best practices in the industry, owning a hotel mobile site is just the beginning. As with mobile web sites, mobile networks need to follow different rules, requiring hotels to develop specific marketing strategies for mobile networks.
The following is the hotel operators in 2013 and after the mobile phone marketing strategy: Mobile phone SEO, mobile sem (paid search), from the mobile version of the list of businesses and the site Directory of the hotel mobile phone site to create mobile links and local content optimization. Mobile search engines are more popular and provide more local content, so hoteliers need to optimize their local content on search engines, major data provider sites, and local listings.
Website optimization for tablets: 3%-5%
More and more consumers are using tablets to plan travel and to buy tourism products, so hoteliers must provide a user-friendly personalized experience on these devices. Before 2012, the number of U.S. users using tablets would reach 20%, with more than 50% of users using tablets to buy products 1 times a week, and 12% per day for users who bought products using the device (data from emarketer).
You should schedule a budget to optimize the traditional web site for touch-screen tablets, or create a separate hotel website for Tablet PCs and manage the digital content of all these sites through a single CMS.
e-mail Marketing: 2%-3%
The earliest form of digital marketing-e-mail marketing has created 3%-5% of revenues for Hebs Digital's hotel customers. e-mail marketing remains an essential part of the hotel operator's online direct channel strategy, and it also enables hotels to send information to key customer groups in a simple and low-cost way. e-mail marketing activities can still create a substantial return on investment for hoteliers, making it a key element of their budget plan for almost every hotel operator.
You should optimize your e-mail marketing strategy by introducing initiatives such as order recovery (via email to follow up on unfinished bookings), and increase the number of email subscribers by launching the mail subscription feature on your site.
Re-marketing and repositioning: 5–10
Hotels should use the latest positioning features to promote non-commercial demand-driven online media marketing, which includes relocation (or marketing). Google Display Receptacle offers text ads and banner ads for relocated users to online travel consumers who are familiar with your hotel and brand.
Through these marketing campaigns, you can position the user after the visitor closes the site. Send targeted information by analyzing which pages the user visited on the site and whether they made a reservation. Relocation activities help increase brand awareness and loyalty and translate these user traffic into actual purchases.
According to a recent report published by Econsultancy and Responsys, 70% of companies believe that the integration of search and display advertising has had the most positive impact on their display advertising strategy.
Online Video: 3%-4%
A short video of the hotel and its facilities will undoubtedly affect travel bookings, and the best practice requires more than a 30-minute video, but a 30-60-second video that should showcase different aspects of the hotel's products: weddings, spas and recreational facilities, for example. The hotel should make this video, and put them on the hotel website, this video production cost is not high. Many companies that offer high quality video can take photos at your hotel, then provide scripts and videos, and edit and process them so they can be displayed on your site.
Reputation Management: 2%-3%
In the 2013 budget plan, hoteliers should arrange budgets to manage the hotel's online reputation and branding in leading social media and comment sites. In the past few years, online customer reviews and social media have reached unprecedented levels of concern in the hospitality industry. The Google + Local service has integrated comments from Zagat, and Bing is also taking advantage of the comments from Yelp, which means that if you don't monitor and respond to comments, you will face considerable risk.
You might consider using Revinate or reviewpro solutions, and you may not want to do a lot of manual management of hotel reviews and social media topics that can help you. HeBS Digital also provides analytics services, customer information, competitive comparative analysis, and automated Reporting Services to help customers effectively leverage these tools.
2. Business demand-driven digital marketing campaigns and strategies
We recommend that the hotel devote 15%-25% of digital marketing budget to business demand-driven digital marketing activities and strategies in 2013.
Business demand-driven digital marketing campaigns can help hotels bring business and increase occupancy rates, which may be affected by seasonal, group cancellations, weekend and weekday occupancy rates, and the needs of major customer groups, including meeting planners, wedding planners, Leisure travellers and business travellers, etc.
Multi-channel marketing strategy is the most effective way to meet the above business requirements, expand the scope of customer base, and raise subscriptions and revenue when needed. In order to attract customers effectively in multiple channels, hoteliers must first understand what their business needs are and then identify an online marketing goal.
Different media channels will help you achieve a variety of goals, the question is: What is your hotel target? Once you have identified the hotel's goals, you must brainstorm and develop a multi-channel strategy. You need to use this strategy to effectively leverage the right online channels, and most importantly, the hotel needs to promote consistent marketing information across all online channels.
When developing a marketing strategy for your business needs, you need to consider how the basics will work for your hotel's success. For example, should you conduct SEM activities to enhance the effectiveness of marketing? Does adding a page to the site help enhance the brand and increase the visibility of SEO for the marketing campaign? After you have defined the role of these principles, you can start to consider which media channels can help you achieve your goals and start to develop your marketing plan.
The hotel will have to launch marketing campaigns at least quarterly for business needs. The following is a list of how a hotel has developed a business demand-driven marketing strategy.
Business needs issues
x hotels need to attract more leisure travel bookings next month, and the hotel's operators find their occupancy rate to be only 60%.
Marketing Campaign Solutions:
• Search engine Marketing (SEM): The hotel should create a packaged product or special product for a limited sale to attract consumers to make bookings and purchases directly on the hotel website. The hotel should include detailed price and product information in the advertisement and consider the business for the driving guests (the hotel has not had enough time to attract the passengers who have flown).
• Search engine Optimization (SEO): Hotels should optimize multiple login pages for search engines and add these pages to the site to provide details of promotional activities. Hotels should also be targeted at those who are most likely to be converted into customers, including travellers who travel on weekends, seniors, family travellers, special days and museums. This approach increases the overall conversion rate of the marketing campaign, as all other activities in the marketing strategy eventually bring the traffic back to those specific content pages.
• Online media: The hotel should launch an online media campaign to promote time-limited sales. Online media is a major point of contact that can expand the audience coverage of the hotel's marketing activities, target the main customer groups and enhance the effectiveness of other online marketing strategies. Placing ads at Google Display receptacle allows the hotel to position and segment audiences to provide ads to the most relevant users. By displaying your ads, you can reach the main group of potential customers based on interest, keywords, and other factors.
• E-mail marketing: hotels can send e-mail messages to users who subscribe to them, which should be simple, straightforward, and include detailed information about promotional activities for limited-timed products.
• Travel consumer transaction information reminder function: The hotel can send an online promotional message to promote a limited-timed sale of products. Travel authors and bloggers are interested in information about travel products.
• Mobile Marketing: By adopting the right marketing strategy, the hotel can use mobile phone marketing to effectively increase its business, it can also target the local customer market, the hotel facilities (such as spa and restaurant) for additional sales and increase last-minute booking. The hotel should also carry out short message marketing campaigns for subscribers to promote Last-minute products. The hotel should keep in mind that mobile phones are inherently instant and localized elements. So the hotel can use the channel at any time and any place to send marketing information to customers, mobile marketing activities should be the hotel quickly reach the ideal way of potential customers.
• Social media: The hotel can use this effective channel to quickly promote marketing activities, enhance brand awareness and interact with target customers in a larger range. Social media is indeed a powerful tool in creating topics, acquiring customer information, increasing web traffic, and ultimately increasing revenue from marketing activities. The hotel's lottery on its Facebook page will not only help promote marketing information, it can also increase the number of fans in the hotel, they may become the hotel's future marketing activities (email and mobile marketing)Audience.
• Interactive activities: Interactive activities such as competitions and sweepstakes will create topics for the hotel's marketing activities, which will increase site traffic, attract visitors to revisit, increase their stay on the hotel site and eventually increase overall bookings.
The hotel must keep in mind that arranging budgets for business-driven marketing activities allows you to flexibly budget a plan that allows you to truly introduce measures to achieve that goal when the hotel needs to increase ROI. These activities will have two roles for the hotel: On the one hand, they will increase the booking rapidly, on the other hand, they will enhance the hotel's overall attention, and ultimately the effect will continue to the end of the activity in the long-term stage.
3. Capital investment, consultancy and operations
We recommend that the hotel devote 15% to 25% of its digital marketing budget to capital investment, consultancy and operational activities in 2013.
The explosive growth of mobile phones and social media channels and the emergence of a new channel for tablet computers are challenging hotel marketers. They need to create and manage digital content in these three separate distribution and marketing channels, and release the latest specials and promotions on the hotel's social media information page.
The hotel needs to post fresh content, rich media information and the latest promotions on the website, and they need to sell the hotel's specials, promotional products and packaged products in all channels such as traditional websites, mobile websites and social media. The hotel should display rich media content, including high-resolution photos, PDFs, charts and videos, on all marketing and distribution channels such as the hotel website, social media, OTA and GDS, etc.
This is not just about creating a hotel site, most hoteliers have already created a hotel site. The question is, what kind of website does the hotel need? The hotel website must have the following features:
• Today's travel consumers are increasingly keen to interact with brands, and hotel sites must adapt to their new travel consumption behavior
• Use the latest website and digital marketing technology
• Adjust site content strictly according to new rules used by search engines (such as Google Panda Update)
• Maximize revenue through online direct channels
• Hotel website should be the center of the hotel's multi-channel digital marketing strategy
Many hoteliers have a misconception that not spending money to redesign or optimize a hotel site is actually a cost savings. This is a completely wrong idea, which will not only damage the hotel, but also affect the hotel's profit.
If you created a hotel site 1-2 years ago, it's likely that it won't be able to meet the user's new requirements, and it may become obsolete, meaning that the site's ranking on the search results page may be down.
Case study: Requirements for Web content and digital marketing asset Management Systems
With the growing demand for integrated Web content and digital marketing asset management technologies, hotel marketers have faced challenges in creating and managing content, preserving and distributing hotel digital marketing assets, promoting ex-gratia products and packaging products, and activities through the following different channels:
-Web sites for Tablet PCs
-Information page for social media platforms such as Facebook, Twitter, Google +, etc.
-High resolution photos on OTA and GDS (optional)
It is clear that hoteliers need to create more than just a simple content management system (CMS) to help them add and edit text and view content. HeBS Digital's CMS Premium provides all of the above features, as well as a central network content and digital marketing asset management system. HeBS Digital specifically upgraded the system to conform to Google Panda's rules and maintain real-time updates, allowing hotel marketers to post fresh content on the hotel's website.
The sixth annual comparative analysis of HeBS Digital's report shows that the hotel is increasing its budget funds for the use of external online marketing agency services (19.9%), Reflects the hoteliers ' awareness that our industry is growing fast and that they need to work with experienced professionals in the industry to lead industry trends and achieve higher ROI.
The hotel should work with a company that offers comprehensive digital marketing services to actively help you develop and manage a budget plan that is most conducive to hotel development. The company should also let you know the latest trends in the industry and the best time, so you can achieve higher ROI and income growth.
Website optimization: 2%-3%
Hotel operators should arrange a small amount of funds from their budgets for site hosting and maintenance, and you may not be able to regularly plan for site maintenance work. For example, this year's update of the US Disability Act means that all hoteliers need to update their hotel website to add facilities and services that comply with the act, and the landing page of the hotel's website should contain descriptions of the facilities that comply with the Act. You can also avoid paying for content updates for your site by investing in a CMS solution. These solutions not only allow you to manage and control the hotel site in a comprehensive way, they can also serve as an integrated digital marketing asset storage system and platform to help you save, manage, and distribute all of your hotel's digital marketing assets.
Analysis and marketing Campaign effect tracking: 2%-3%
There is no free lunch, and leading analytics tools like Adobe's digital Marketing Suite (supported by Omniture) allow hoteliers to effectively monitor the effectiveness of digital marketing campaigns. This makes it possible for hoteliers to quickly adjust their budget plans, and they must reduce the cost of less effective marketing campaigns and instead put more money into marketing campaigns with higher ROI.
Here we summarize how the hotel operators should make the digital marketing budget plan for 2013 years.
Core budget projects as a proportion of the budget sem25%-30%seo8%-10%tripadvisor "show prices" pay-per-view 5%-10%solomo3%-5% Mobile website and mobile marketing 5%-8% website for tablets 2%- 3% e-mail marketing 2%-4% online video 2%-4% marketing and customer relocation 4%-8% reputation Management 2%-3% business demand-driven digital marketing campaigns for multiple-business multi-channel marketing campaigns 15%-25% Capital investment, consultancy and operations Web redesign + CMS technology upgrades B. Consulting and marketing activity Management 8%-10% website analysis and marketing Campaign effectiveness tracking 2%-3% website Operations 2%-3% Summary
The 2013-Year marketing budget plan of hoteliers should focus on three main areas, and they should devote most of their money to basic digital marketing activities with higher ROI; they should also schedule budgets to meet specific business needs and respond to unpredictable challenges; the hotel also needs capital investment, such as Web site redesign and upgrades, consulting and marketing activities management, day-to-day website operations and professional development.
Hoteliers need to keep in mind that when the industry's three key performance indicators are growing, the economic environment will still have an impact on their 2013 marketing budget plans. This means that hoteliers must develop flexible digital marketing budget plans based on the hotel's business needs and marketing effectiveness, and that all funds must be implemented, and that they should also consider market dynamics and industry's latest best practices.
The hotel should work with a digital marketing company that is committed to solving the problems faced by the hotel's customers and sharing the joy of success with the hotel. It should be committed to getting a better ROI from each investment, focusing on different strategies to improve ROI and helping hoteliers transform the hotel's online platform into the hotel's most effective distribution channel. (Wing Compilation)