Aligning Sales, Revenue, and Marketing: A Holistic Approach to Hotel Performance

Hotel marketing often operates in silos, limiting its effectiveness in a highly competitive landscape. Let’s explore how digital marketing can better integrate into the overall commercial strategy to secure its rightful place at the table.

Acronyms Don’t Drive Performance Alone

Our industry is awash with acronyms—SOV, ROAS, CTR, CPC, KPI, and more—but they mean little if they don’t translate into tangible results like market share gains and higher profitability. Metrics are valuable tools, but only if they signal actionable opportunities for improvement.

Aligning Digital Marketing with Sales and Revenue Teams

1. Highlight Your Property’s Differentiators
Ensure that your unique selling points are clearly defined and consistently communicated. Collaborate with your sales team to position these differentiators effectively in the market.

• Examples of Differentiators:

  • Free parking in areas where competitors charge.

  • No resort or facility fees in a market that typically imposes them.

  • Digital amenities like mobile check-in or digital room keys.

  • Proximity to attractions or unique group offerings for event planners.

• Avoid generic claims like “free Wi-Fi” or “large TVs”—these are standard and fail to set you apart.

2. Collaborate on Long-Term Need Dates
Effective planning requires looking 60, 90, or even 120+ days ahead. According to Expedia’s “Path to Purchase” study, most travelers begin planning their trips months in advance.

• Work with your revenue team to identify target segments and seasonal soft periods.

• Develop packages that enhance guest experiences, avoiding superficial discounts that displace revenue.

3. Support Group Sales Efforts
Digital marketing isn’t just for transient guests—it should also bolster group sales. Leverage technology to assist the sales team with:

• Device ID targeting: Capture data from trade shows to create retargeting campaigns.

• Email marketing: Use email lists for targeting potential clients on search engines, social platforms, or streaming channels.

Addressing Gaps in the Digital Funnel

The digital space offers countless opportunities, but success hinges on focusing efforts where they’re most impactful. Start by asking:

• Is your website driving direct, profitable revenue?

• Are you converting visitors effectively?

• Are you benchmarking your digital metrics against competitors to identify gaps?

Define and address weaknesses in your digital funnel to better attract new guests and retain returning ones.

Planning for the Travel Cycle

1. Prioritize the Planning Window
Marketing within the booking window is often too late—by then, you’re competing on price alone. Shift focus to the average planning window, when potential guests are researching and considering options.

2. Use MetaSearch Strategically
MetaSearch can save on commissions but won’t necessarily drive new demand. Use it when profitability is the top priority and your other marketing channels are performing well.

Education is the Foundation

Digital marketing remains the youngest discipline in commercial strategy, requiring constant education for stakeholders. Share insights, test strategies, and let data guide decisions. Repetition and transparency build trust and align teams toward shared goals.

Conclusion

Hotel digital marketing must transcend silos by aligning with sales and revenue teams to deliver meaningful results. Acronyms and metrics matter only when they drive overall performance. By focusing on true differentiators, planning ahead, and addressing gaps in the digital funnel, marketers can elevate their strategies.

MetaSearch and short-term tactics have their place, but long-term planning, collaboration, and continuous education are the keys to sustained success. By leading with data and insight, marketers can secure their seat at the table and contribute to the hotel’s growth and profitability.