Foresight and innovation in
the global hotel industry
REMOTE CONTROL

Yes, clicks and conversions are important, but don’t forget about brand marketing | By Daniel E. Craig

Founder, Reknown

Synopsis

Hotel marketers have acquired an unhealthy dependence on performance marketing, writes Reknown’s Daniel E. Craig. They pay to generate clicks and conversions, but as he explains, this occurs when travelers have already decided on their destination and are making their ultimate choice of hotel. Instead, we should be focusing on creating demand.