Is your hotel’s digital marketing budget being deployed effectively?

The math of calculating your return on advertising spend is more complicated than it should be

We don’t need more headaches and worries. Some things just need to be simple and straightforward and trustworthy.

The sun needs to rise in the east and set in the west. 2 + 2 needs to equal 4. And not quite as embedded in the fabric of the universe, we need to know that when we’re provided an analysis on something relatively simple, it’s solid logic and math. We get a financial statement with something off budget by 10%, and it should be pretty easy to explain. We send out a blast marketing email, and we don’t want the clickthrough rate to be fuzzy. Just give us the exact numbers.

But sadly, when it comes to the way we’re delivered the return on investment — or ROAS, “return on advertising spend” — analyses on our digital marketing spends, the numbers are anything but logical and simple. If you’re a branded hotel, you’re very likely being snowed…

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