marketing budget
How to Prepare a Successful 2021 Hotel Digital Strategy & Marketing Budget Amidst COVID-19
Margaret Mastrogiacomo | November 10, 2020
By Margaret Mastrogiacomo Budgeting season is a time to analyze your hotel’s marketing and technology initiatives from the last year and set a new plan in action to achieve greater success. Today, many sources project that the COVID-19 pandemic will continue to impact the hospitality industry for years to come, which makes budget planning for 2021 even more complex. In light of this, it’s important to have an idea of where the industry is heading and keep forecasted trends for 2021 top of mind when determining how to allocate your marketing dollars. When putting together your budget, investing in the right marketing initiatives is j...
GCommerce Replaces Traditional Agency Fees With Its Performance-Based Commission Model
GCommerce Solutions | December 10, 2019
Hoteliers will no longer be limited by their marketing budget and will have access to GCommerce’s full suite of services for substantially less than a travel agent commission GCommerce, a full-service digital marketing agency in the hospitality industry, announced today the launch of its performance-based commission model, replacing the traditional agency fee model. This offering allows GCommerce to leverage its full suite of services for the property to drive direct bookings and increase revenues, all for substantially less than a travel agent commission. “Hoteliers often reach out to us asking for help with their digital marketing...
Distinguishing Between an Influencer and a Guest Looking for a Free Weekend Stay
Larry Mogelonsky | October 23, 2019
By Larry Mogelonsky, MBA, P. Eng. (www.hotelmogel.com) On one of the properties for which I help in an asset management role, I’ve recently had to assume more of the public relations responsibilities. As the entire senior team is constantly overloaded and with no budget for top-tier public relations firm, we needed a way to quickly sort through media requests. Even for a small resort such as the one in question, the hotel is nevertheless bombarded week-over-week with requests from reporters for traditional or digital magazines as well as social influencers. All of whom want freebies – comped rooms with an F&B component and somet...
10 Items to Include in Your Hotel Marketing Budget
Stephanie Smith | October 21, 2019
By Stephanie Smith Now is the time to ask for funds for your 2020 hotel marketing budget. Here are some must-have digital marketing items to include and how to think through that process. Note for branded hotels: be sure you understand what the brand does for you, and what you need to handle at the hotel level. The brand sets aside funds for branding but generally does not make its way down to promote specific hotels. For Marriott, you have the option to opt into Marriott Digital Services. If you are a Hilton, you are automatically enrolled in Hilton Advance and can opt into Hilton Amplify and Elevate. Gather Reports and Analyze Tre...
Travel and Hospitality Marketing Budgets for 2019: 4 Trends to Watch
Michael Del Gigante | October 11, 2018
By Michael Del Gigante As you dive into 2019 budgeting, what trends should you be thinking about? Which approaches, platforms, and tools should be top of mind for travel and hospitality marketers? The team at MDG Advertising recently analyzed a host of recent analyst reports and industry surveys to find out. What came from that deep dive are these four key trends trends that every travel and hospitality firm should be watching closely in the year ahead: 1. The Power of Search When it comes to travel and hospitality marketing, search has become the digital workhorse. Newer channels may get more buzz, but it's search that continues to mo...
Hotel Marketing Budgets: How Much Is Actually Enough?
Tambourine | September 19, 2018
According to a recent study, Booking.com and Expedia return $16 for every dollar spent on marketing. This looks great on paper, but the reality is that over the last decade OTAs' return on marketing investment decreased by 15%. This explains why Booking.com dramatically decreased its advertising spend. The same story is playing out across the hotel marketing landscape… cost-per-acquisition is soaring, and if the Goliaths of the industry had to change their strategies, it's probably time to sit down and address the elephant-in-the-room: how much should you be spending on marketing? First: What's in the Marketing Budget? Allocation...
