Is your social media strategy driving traffic to your website? And how much of this traffic is converting into direct bookings? UTM parameters are a great tool for tracking both these things, and uncovering what content is working for you.
Social media has become a critical part of the hotel marketing mix. Not only does it foster two way conversations between hotels and their guests, it is also another platform for hotels to share their visual stories and attract more guests.
One way to see ROI from your social media efforts is using your hotel’s financially generated reports.
So with the increasing importance of the online travel agencies and the dominance they have in the distribution channels online right now, we’re seeing hotel partners and transportation companies really try to shift more of the bookings directly to their website.
Like all marketing initiatives, it’s critical to remember that there isn’t a single silver bullet. You don’t measure the “last thing” a consumer does before making a booking and say that that was the reason the consumer chose you. Consider all of your marketing programs when evaluating your Return on Investment (ROI).