Digital Marketing Facts

The evolution of the Web and social media has spurred an evolution in marketing techniques. Hotels have not been immune to the necessity for fluency in the vernacular of marketing in the “Web 2.0” era. As guests further utilize web and social media sites to influence their decisions, it is almost requisite to stay abreast of the technology curve and utilize video in modern marketing materials. In 2007, the Hospitality Sales and marketing Association International reported that a recent Travel Industry Association/Travel Horizons study found that two-thirds of adult leisure travelers consume online video and audio clips.

"The Wall Street Journal reported on Aug. 14, 2007 that Cisco says consumer video will be responsible for a significant portion of the Internet-based traffic increases from 2006 to 2011, with video streaming and downloads increasing from 9% of all consumer Internet traffic last year to 30% in 2011." -hotelmarketing.com

“We don’t have a choice on whether we do social media; the question is how well we do it.” -Social Media Revolution

One of the greatest strengths of web-based marketing is that guests have the ability to interact almost instantly with you and your brand. Today’s hyperactive travel consumer is more likely to seek out data and provide feedback based on experience. By engaging these guests, hotels illustrate levels of conscientiousness that encourage brand loyalty. In turn, guests are more likely to provide positive feedback through the roads of Web 2.0 ala forums, Facebook, and travel review sites that further increase bookings.