Hotel Marketing Podcast Episode 191: How To Analyze The Performance Of Display Demand Generation
Many hoteliers have relegated display ads as something that doesn’t work or is of dubious impact on putting heads in beds. We’re here today to say you need to reconsider the errors of that thought process. In fact, the importance of upper-funnel, demand generation campaigns can not be overlooked. Consider our earlier article, This is the Hunter Hotelier strategy.
We recommend that our clients consider display campaigns to capitalize on prospective guests that are actively looking for their property but also create the demand that gets those searchers into the funnel.
Display ads can be shown on both hotel-specific platforms (OTAs & Travel Sites) and non-hotel-specific platforms (Airline websites, GPS Navigation apps, Social Platforms (Facebook, Pinterest, etc.)
In today’s podcast we are going to cover just a few considerations in building a successful display demand generation campaign for a hotel, which includes:
Overall Campaign Success
- Did you increase the demand for the hotel?
- Did the increase in demand increase the overall number of bookings and revenue?
In The Newsaroos:
Post Pandemic Marketer Insights from HSMAI:
Stat Of The Week:
Travel & Hospitality CTR Averages:
- Search: 4.68%
- Display: 0.47%
Correction Of The Week:
Solomon was the wise king in the biblical story of two mothers claiming a child. We said Samson, which is totally wrong. Samson was another biblical judge who had great strength, but to the best of our knowledge did not submit an Amicus curiae brief on the case of Solomon v Two Mothers.