Foresight and innovation in
the global hotel industry
REMOTE CONTROL

What happens when performance marketing caps? | By Martin Soler

Partner at Soler & Associates

Synopsis

Analyzing the digital marketing activities of hotels, Martin Soler of Soler & Associates concludes that 98% goes toward performance-type marketing that is designed to capture clicks and convert those clicks into on-the-books revenue. This may be efficient, he says, but the problem is that it leaves most of the brand building to OTAs and word of mouth.