I am often asked, ‘What is the most important factor in a good hotel marketing strategy?’, one of the top factors (that no one likes to talk about) is how a hotel’s owners and management view their marketing budget;
Those who treat hotel marketing as an investment will be able to maximize their online revenue potential. They will keep spending investing online, as that is where their audience lives, breathes, researches and books their trips.
Those who view it as a cost will treat it like any other cost; they strive to keep costs down. This group is the one that gives away revenue and market share to the OTAs and their competitors.