We’ve seen a quantum shift from hospitality as an art to hospitality as a science with the advent of digital marketing. For a Wikipedia definition, digital marketing is the use of digital sources based on electronic signals like Internet, digital display advertising and other digital media such as television and radio. At its heart, digital marketing centers around the Internet which has become a very powerful medium. Some of the trends that we have seen occur over the past several years include online booking, mobile bookings, more sophisticated revenue management, distribution channel management and social media marketing. Read more here: http://hotelguru.com/the-science-of-digital-marketing/

1. The Science of Digital Marketing
Robert A. Rauch, CHA
HotelGuru.com

2. The use of digital sources based on electronic signals like Internet,
digital display advertising and other digital media such as television
and radio.
Digital Marketing

3. Digital Marketing Trends
• Online Booking
• Mobile Bookings
• More Sophisticated Revenue Management
• Distribution Channel Management
• Social Media
• Internet Marketing

4. Online Bookings
More than 128.8 million people will research
travel online this year
63 percent of travel is made on the internet
Photo Credit: Buuteeq.tumblr.com

5. Mobile Bookings
31.6 percent will actually book
their travel on mobile device
47 percent of travelers will
research travel options using their
mobile device online this year
Photo:Marriott.com

6. How to Maximize Mobile Growth
• Deliver well targeted information
• Provide quick and easy booking options
• Create a mobile app to enhance the user
experience
Photo Credit: Openhotel.com

7. Distribution Channel Management
Hoteliers must preserve rate parity and their brand by utilizing the
most cost-effective distribution channels, instead of using desperate
measures to sell inventory.

8. Social Media Marketing
• Capitalize on guest created content
• Create a virtual concierge through the property’s website
or other digital app
• Implement concise and impactful videos to enhance
dramatic imagery
• Utilize content marketing and real-time marketing
• Give your brand an informal and youthful voice to develop
better relationships with guests
90% of travelers trust
recommendations from their friends
and family more than any advertising

9. Social Media
Continue to transform
connections with travelers
• Half the travel industry
currently engages with
travelers via social media
• Social media helps a
website’s ability to rank
• Guests buy based on
loyalty which social media
content and engagement
helps build on
• Conversational Marketing

10. Internet Marketing
• Fill gaps and gain visibility
• Double online promotions in addition to brand sites
• Enhance Search Engine Marketing (SEM)
 Focus on Search Engine Optimization (SEO)
 Prioritize quality content above all else
 Pay Per Click (PPC) campaigns when necessary
Develop a proprietary web site

11. The Path Forward
• Be prepared to respond to all these trends
and more
• Establish market presence and a level of
sophistication
• Travelers are looking for the best value
propositions
• Consumer demand is pushing for hotels to
make upgrades and improvements

12. {
• Size of market hinges on the number of buyers.
• Market potential is the maximum amount of
revenue in the market
The Bottom Line
Estimate the Market Potential
X= nrp
where n = number of buyers
r = number of room nights
p = price per room night

13. Now is the time to develop your
marketing strategy
Read more on digital marketing in
the hospitality industry here

14. Thank You
@truehotelguru
HotelGuru.com
Robert A. Rauch
CEO & Founder, RAR Hospitality