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Three Main Strategies of 2014 Hotel Digital Marketing


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When adding each line item to the digital marketing budget, it’s important to take a holistic approach. What is your overarching strategy, what technology do you need to invest in to support your digital marketing efforts, and what digital marketing campaigns will result in the highest ROIs and the most direct bookings? If you want to start the year off in tip-top shape, you need to commit to your 2014 budget now.

Your 2014 budget should be broken down into the following three components:

Digital Assets Optimization, Consulting, and Operations
This section of the budget is the foundation of your digital marketing strategy. Without it, you won’t have the technology to enable you to drive bookings on your website, nor will your revenue goals be achieved throughout the year. This portion of the budget should include the following initiatives:

1.) Improving your Presence on the Three Screens
In this multi-device world we live in, hoteliers must meet the needs of their guests on each device. This means investing in technology that allows for the best user experience on the three screens: desktop, mobile and tablet.

The difference between an ordinary hotel website and a great website could be measured in hundreds of thousands of dollars of missed revenue a year. Going cheap when re-designing the property website will severely damage the hotel’s bottom line. If your website is over 18 months old, there is a good chance it’s not utilizing the latest trends in artistry, functionality or technology. Your website needs to find the right balance of excellent design, state-of-the-art digital technology, and engaging textual and visual content (rich media and video), improving the user experience from top to bottom.

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