carmine fischetti
Hotelier’s Action Plan to Maximize Revenues from the Google Ecosystem
the Authors and HEBS Digital | September 7, 2017
By Max Starkov and Carmine Fischetti Background: Over the past several years, hotel advertising on Google has become increasingly complex, due to changes instituted by Google itself, changes in travel consumer planning behavior, and advancements in technology. Here are just a few of these developments: Desktop: By removing the right rail on desktop searches, Google decreased advertising "real estate" by 67%. This change has resulted in increased competition (i.e., there are four ad spots now, whereas before there were 11) and higher CPCs, which means that the same budget yields less clicks at a higher cost per click. Fewer clicks mean...
How to Jumpstart Your Hotel’s Direct Bookings through Search Engine Marketing
HeBS Digital | December 28, 2016
By Mariana Safer and Carmine Fischetti The Hotel Yearbook has just released its 2017 Special Edition on Digital Marketing, featuring expert insight from hospitality industry leaders, and HeBS Digital is proud to be featured in this year's publication. In "Smart Data Marketing in Hospitality: The Secret to Maximizing Direct Bookings", Max Starkov, President & CEO, and Margaret Mastrogiacomo, Senior Director Creative Strategy of HeBS Digital, outline the steps hoteliers can take to close the 360-degree customer engagement, retention & acquisition cycle and boost direct bookings. Starkov and Mastrogiacomo discuss how Smart Data Mar...
How to Jumpstart Your Hotel’s Direct Bookings through Search Engine Marketing
the Authors and HeBS Digital | December 7, 2016
By Mariana Safer and Carmine Fischetti More than 25% of direct online revenue for hotels comes directly through Search Engine Marketing (SEM) initiatives, making these paid placements in the search engines an especially critical piece of a property's digital marketing budget. With 61% of leisure travelers saying they use a search engine for planning travel online (Google), and hotel SEM campaigns typically reaching people closer to the "I want to book it" phase of their travel planning journey, allocating the right amount of budget and resources to SEM is important for getting in front of the right travel consumers, at the moment they a...
