Hotelier’s Web Analytics Action Plan: Turning Knowledge into ROI-Focused, Action-Oriented Results - By Jason Price and Mariana Mechoso Safer
This article is designed as an action plan to guide you through solving tough, yet crucial business questions about your website and Internet marketing campaigns. The questions we explore here only represent a snapshot of the insights one could glean from a quality web analytics tool; however, these are the fundamentals to get you started.
Hospitality is an information intensive business. Hotel managers are exposed to numerous reports that touch upon practically every aspect of running a hotel. In addition to reports dealing with hotel operations, today’s hotel managers have another category to consider that has become vital to their property’s success—how their hotel website is performing. Forty-five percent of all hotel bookings in the U.S. will be generated via the Web in 2010. At least 62% of those will come from the direct online channel, i.e. the hotel branded website (71% for the top 30 hotel chains); therefore the “health” of the hotel website is vital to the survival of any hospitality company today, affecting E-Commerce Managers, Revenue Managers, Directors of Sales & Marketing, General Managers, owners, reservations departments and front desk clerks.
